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Content Marketing Supermarket Research --- October 2012.

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Presentation on theme: "Content Marketing Supermarket Research --- October 2012."— Presentation transcript:

1 Content Marketing Supermarket Research --- October 2012

2 1827 interviews with UK Adults aged 18+ --- Fieldwork: September 2012 --- Quotas set to ensure the sample is nationally representative in terms of age and gender --- Fieldwork and recruitment conducted by The Approach

3 Readership of those interviewed said that they read magazines published by retail brands or supermarkets Source: PanelBase / Base: UK Adults 18+ - All Grocery Shoppers (1755) Do you ever read magazines that are published by retail brands or supermarkets, including reading them on-line or via a smartphone/tablet app? 61%

4 A large base of readers that read regularly Over 1 in 2 readers read every / most issues of the main supermarket titles --- Demonstrating that titles reach a wide audience on a regular basis Source: PanelBase / Base: All readers (1071) Can you tell us how often you read each of the titles listed below? (Average of main supermarket titles) 55%

5 Digital growing in importance 9%7% 84% unique to print Unique to digital Digital / print combined On average, 15% of all ‘contact points’ with a supermarket titles are now via a website or app Source: PanelBase / Base: All readers (1071) In which formats do you read / access the titles listed below?

6 More than just coupons of readers say that they only read the titles for the coupons Showing the importance of content to engage and connect with consumers just 3% Source: PanelBase / Base: All readers (1071) Which of the following best describes how you feel about the coupons within the magazines produced by supermarkets / retail brands?

7 Readers are likely to visit more … and spend more Regular readers visit 10% more often each week, plus their average weekly basket spend is 13% higher: Source: PanelBase / Base: UK Adults 18+ - All Grocery Shoppers (1755) At which supermarket would you do your regular main shopping? Frequent readers: £85.10 All grocery shoppers: £75.30 The right audience to reach

8 Understanding a retailer’s core audience The research also looked at where consumers conduct their main shopping – we can then look at how many consumers read the title of the supermarket where they conduct their main shopping: Source: PanelBase / Base: UK Adults 18+ - Main shoppers of the top 5 supermarkets (1552) Do you ever read magazines that are published by retail brands or supermarkets, including reading them on-line or via a smartphone/tablet app? Allows retail brands to communicate with their core audience 56% The average % of the top four supermarkets main customer base who also read their title

9 Readers are spenders We can then look at the variation in spend delivered by readers of the title produced by the supermarket in question compared to non-readers: Readers spend 10% more per week Reader and main shopper: £79.50 Non-reader and main shopper: £72.10 Source: PanelBase / Base: UK Adults 18+ - Main shoppers of the top 5 supermarkets (1552) Do you ever read magazines that are published by retail brands or supermarkets, including reading them on-line or via a smartphone/tablet app? Incremental spend … even for regular shoppers

10 Titles are a showcase for new products of readers agree: ‘The magazine brings new products and services to my attention’ 92% Source: PanelBase / Base: All readers (1071) We’d like to know whether you agree with these statements below regarding magazines that are produced by brands:

11 Source: PanelBase / Base: All readers (1071) Can you please type in why you think the supermarkets and retail brands produce magazines for their customers? With readers clear as to why brands create content: (Wordcloud generated from open-end responses)

12 ‘To engage you in their 'family' so you will go back to them’ --- ‘I think that it gives a better customer experience as when I get home, I can sit down and have a quick read’ --- ‘I think it shows they care about the customer’ --- ‘To make the customer feel more involved with the brand; to promote products and increase sales’ --- ‘To inspire people with new products and ideas and also to promote offers and new lines’ --- To create a positive image for themselves, also possibly to raise their profile and people's awareness of them’ --- ‘Increase product knowledge, make customers aware of offers, get them to be loyal shoppers’ Source: PanelBase / Base: All readers (1071) Can you please type in why you think the supermarkets and retail brands produce magazines for their customers?

13 Helping to create a purchase mindset above and beyond other media feel that reading branded content makes them more likely to consider purchases compared to ‘conventional’ media 57% Source: PanelBase / Base: All readers (1071) Would you say that when reading content produced for you by a retail store you are more likely to be considering purchases / products than if you were reading ‘regular’ non-branded content?

14 Content delivers engagement and favourability of readers agree it … ‘makes me more positive towards the store producing the magazine’ 69% Source: PanelBase / Base: All readers (1071) We’d like to know whether you agree with these statements below regarding magazines that are produced by brands::

15 Impacting upon decisions and driving sales 85% of frequent readers who agree the content has a positive impact upon their purchase decisions 74% of frequent readers have bought a product or service featured in the magazine Source: PanelBase / Base: Frequent readers (221) We’d like to know whether you agree with these statements below regarding magazines that are produced by brands:: Have you ever taken any of the following actions as a result of reading a magazine produced by a supermarket or retail store?

16 Ensuring repeat business We are able to isolate recent shoppers of two major department stores, separate readers and non-readers of their title and analyse their likelihood of visiting in the near future – the results are striking … % of those extremely likely to visit in the near future: (an uplift of 87%) Source: PanelBase / Base: All readers (1071) You said that you shopped In the stores listed below in the last 3 months. Can you tell us how likely you are to shop in each of these in the near future? Readers: 60% Non-readers: 32%

17 To conclude … A relevant audience for retailers Readers spend more money, more frequently A regular readership Providing invaluable communication with a retailer’s core audience Valued communication Engaging content which increases brand favourability Increasing loyalty Ensuring retention and increasing shopper frequency

18 Content Marketing Supermarket Research --- October 2012


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