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1 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation Copyright © 2010 The Nielsen Company. Confidential and proprietary.

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1 1 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation Copyright © 2010 The Nielsen Company. Confidential and proprietary. What is the perception of the Protection & Security elements of products September 2010

2 2 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Context Checkpoint offers a vast range of security solutions for the retail industry The company wanted to carry out market research with a view to determining how the consumer perceives the different security elements

3 3 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products CONTENTS Degree of knowledge on product protection & security systems General attitudes relative to product security in shops Perception of the different security elements –Antennas –Alpha –Tags (hard tags and soft tags) –Security messages –Security personnel

4 4 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation Copyright © 2010 The Nielsen Company. Confidential and proprietary. 1. Degree of knowledge on product protection & security systems

5 5 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Unknown Hard Tags are top of mind in terms of security solutions Keepers and EAS labels are also mentioned frequently in a spontaneous manner Known Top of mind

6 6 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Various security and protection methods are known Tags (hard) (greatly associated to clothing) “Stickers”/”seals” (placed on the packaging or product) Security personnel and/or surveillance by video Activate an alarm whenever someone inadvertently leaves the shop Requires deactivation or removal at the checkout of the shop Boxes, cables/cords/chains

7 7 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products 1. General attitudes relative to product security in shops

8 8 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Consumers defend the presence of product Protection & Security (P&S) elements Consumers understand and agree with the use of security devices in shops, which is justified by the motto “he who owes nothing has nothing to fear” – Strengthened by the perception of the greater vulnerability of the shopkeeper due to the current context of economic crisis –In a more residual way, there is also the expectation that a shop with a high level of theft tends to practice higher prices (as a form of compensation) Except in rare cases, the consumer reacts well to the presence of security elements (antennas, security personnel, alpha solutions, tags and labels...) –Being totally indifferent or – this may even cause a positive feeling, namely of greater security

9 9 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products "I think it's very good that these systems exist. I am 100% in favour. We all know that 4% to 5% of the goods in hypermarkets is stolen" (I3) "I don't see many people stealing, I tend to see open packages, they tear them to take what's inside. I think it's increasingly necessary for products to be protected"... life is much more difficult and the temptation to steal is greater" (I4)

10 10 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products There are differences in opinion on the way that security should be carried out For the majority – It is important for a security system to have a preventive/dissuasive character rather than punitive. – Therefore, they tend to value the more visible security elements and which clearly identify their function (e.g. alpha solutions or "padlock" EAS labels) – They are less receptive to the more subtle solutions, intended to "trick"/"catch" the thief (e.g. barcode or label of origin). Especially if they are not accompanied by a security message “The purpose of a security system should be to dissuade people from stealing rather than be used to catch them”

11 11 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products For some – Security is increasingly more effective the more simulated it is. Therefore, they defend the use of more discrete and subtle systems since this reduces the risk of their subversion – But even in these cases, they tend to consider that the consumer should be informed that the product contains a security device "It should be camouflaged. If someone has the intention to steal, it doesn't make any difference if it's there or not. For those who want to steal, if it's visible there's always a way to get round the system... but it's probably actually good if it's evident, it's intimidating and maybe it might work. It's a bit dubious"( E4) But there are also those who will not assume any position – They see advantages in both methods There are differences in opinion on the way that security should be carried out

12 12 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products 3. Perception of the different security elements

13 13 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Antennas

14 14 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Zoom in - Antennas Entrance Antennas: –Detection of any shoplifting by people who leave the shop without having bought anything –Detection of products bought in other shops which have not been demagnetised, thus avoiding problems at the shop exit: “It's also a way of safeguarding us!” At the checkout: –Detection of the taking of any (unpaid) products by people who have made purchases Extremely well known Various names are used: "sidebars", "metal detectors", "anti-theft sensors", "security gates", "barriers", "alarms"… Attributed utility However, opinions are divided relative to the coverage of the system –For some, it detects all types of products (through the barcode) –For others, it only detects products which have a security device Degree of knowledge and names

15 15 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Impact on the consumer The attitude of the consumer is one of indifference to this equipment In some cases, it may create a positive feeling of greater security and protection from the expectation of this being a shop which is concerned and invests in security Zoom in - Antennas May cause a feel of discomfort and embarrassment –when, e.g., the alarm system is activated when someone passes through, for reasons not imputable to that person.. The presence of this system (albeit with some failings) is considered indispensible in super/hypermarkets –The absence of antennas tends to be seen as an "invitation" to shoplifting: “Opportunity makes thieves” –They cannot imagine these shopping areas without this system unless there is an alternative system Relevance attributed In general,Occasionally,

16 16 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products “ In supermarkets at each checkout there's a detector to ensure that the person shows all the products. I have seen people passing things along the ground with their feet. At the access doors there's also an exit for people who have not bought anything to see if the person is leaving with hidden products” (I1) “At the exit it's easily understood, should anyone want to take something without paying he stops there, it's detected there with the sound signal of the antennas. The entrance one is to prevent purchases made in other shops where they have forgotten to deactivate the alarm.. the security personnel identify this situation immediately at the entrance and avoid embarrassing situations at the shop exit” (I13) “It doesn't bother me and makes perfect sense, because they need to defend themselves somehow and I also feel more secure because if they have a security system against the theft of their own articles, then I also feel that no-one is going to enter the shop with the intention of robbing other people, they know that there are security systems and if they have them for that then they also have them for other things, video surveillance and such like” (I12) “They are necessary. It doesn't affect me but if they were to no longer exist I would imagine that from then on there would be a party.” (I3) “ Sometimes they don't demagnetise the products properly and when we enter another shop it makes a sound, everyone stares, we have to show our receipts... these situations are unpleasant and embarrassing... sometimes they put on more than one tag and at the checkout they only demagnetise one” (I1) “Sometimes it's annoying... It has happened to me that the product didn't get demagnetised and when I entered another shop it made a sound” (I4) “Doesn't affect me. I don't even look. They have to be there. It's only annoying when it makes a sound. Nor does it affect the aesthetics of the place. They are usually white” (I12)

17 17 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Alpha

18 18 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Generally perceived in a positive manner. Various advantages are associated to it: Zoom in – Range of Alpha solutions Very effective –Difficult to “violate” –The difficulty of the actual cashiers in removing the equipment reinforces this perception Conveys confidence –Suggests the idea of a secure/intact product Does not hinder reading the information Does not harm the product (does not damage the product or its appearance (removed at the checkout) There is no risk of them forgetting to remove the equipment (and creating future embarrassing situations) Degree of knowledge The Keeper is the best known solution of the range of alpha products, followed by the Spider. Bottle Caps are the least well known

19 19 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products The keeper appears to be the most critical element of the range, and may affect the intention to purchase (for certain products ) –Due to preventing contact and/or investigation of the product –Due to suggesting a product with a higher price Zoom in – Range of Alpha solutions

20 20 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Zoom in – Keepers Greatly associated to: –Multimedia products (DVDs, CDs, games…) and mobile telephones More occasionally to: –Books and some major consumer products (e.g. "Gillette", "Caldos Knorr", batteries) Raises different perceptions –Less receptivity for products where the sensory characteristics are determinant in the purchase decision-making process (as is the case of cosmetic products) < Receptivity (whether by type of product or format/size of the actual box) “In a film, a CD it doesn't bother me at all. Now here (cosmetic product) I would think : but why is it inside a box? With these products you always want to see more information, you have to read it, know what it does. In order to read here, I have to find a specific position of the box because of the light... the writing is small and inside it's further away” (I14)

21 21 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Could inhibit the purchase However, the keeper is criticised by some interviewees, namely: –Does not allow contact with the product –Hinders reading the information –Suggests a more expensive product Zoom in – Keepers They consider that most of the keepers, because they are totally transparent, do not hinder the visibility of the product and reading of relevant information – Some boxes even allow contact with the product (window). An aspect which could be irrelevant e.g. for a CD but is valued for a mobile telephone Does not affect the purchase intention Different perceptions: Conveys confidence –secure product/which has not been violated < receptivity

22 22 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products “The boxes are opened, they give us the product and that's it. Sometimes the sticker doesn't permit seeing the full description of the film. The box is more secure because cellophane can be removed, while a box can't be opened” (I3) “I have seen it on DVDs and CDs. I think it's great. Greatly protects the product because people love opening and touching… Doesn't let people open and damage the product. E.g. ink cartridges for printers, if people were to open it, take a look and so on this could damage the product” (I4) “In this case (DVD) the windows are irrelevant, but if it's a mobile telephone it really is important because I like to see and touch, it will be held in my hand (I4) “Now this gives me confidence. It's protected It's a guarantee that the product has not been used. I have seen people opening perfumes and putting it on” (I5) “I can't see any problems. We can see the product, read everything, they are transparent, don't prevent anything... sometimes we want to see the information behind and it's not possible... as for the stickers, they are frequently in the wrong place and you can't read it any more, that has happened to me with CDs” (I10).

23 23 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products “ Here, I think it's more to protect the product… so that the box isn't broken into. Sometimes they are expensive products and people are not aware and open the box and are capable of trying it out on their skin... Not being able to touch the product doesn't bother me provided that I can read what's on the packaging, which you can here.” (I1) “These boxes for CDs, DVDs, mobile telephones, pens… doesn't bother me. E.g. in the case of a CD, you more or less know what the CD is, it's just a question of seeing the tracks. Now with hair, facial, body products we want to see the composition, ingredients, instructions... I am a bit suspect because I really like reading everything... I also like to touch, smell... with these boxes it's not possible to do that. I would have to ask to be able to read it... I don't think I would take it” (I9) “With games and DVDs the box isn't a problem, either I buy it because I already know it or I see the cover and I like the title, it has the basic description. The same with games, no-one buys them without a reference. Now with this product for hair it's "different. If I went shopping and saw the box I would associate it to being expensive. I think you can read it fine, the only thing is that it gives the idea that it's more expensive” (I3) [hair product] “ If I were to see this product in a supermarket I would think it would be more expensive because it has this protection, I would look for a cheaper one” (I5) [hair product] “ This box is too big, it's a bit disproportional. It looks like something is missing... and it makes it more difficult to see what's written on the box” (I7)

24 24 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Zoom in – Spider Associated to products: –of some size and/or with various articles (e.g. games, computer equipment, toys, Playstation, televisions, etc.) Has an impact/attracts attention, in spite of: –The protective function possibly overwhelming the security function (some only understand that this is a security device when they see the word “alarm”) Perceived as very effective: –Very visible - Strong dissuasive effect –Difficult to “violate” –Some, however, have an opposite perception – “all you have to do is cut the cords with pliers” Conveys confidence –Suggests the idea of a secure product (which has not been opened or "touched") Does not interfere with the purchase intention Some consider it too ostentatious and “aggressive”. In these cases, it can cause a more negative reaction, a certain discomfort –This attitude is enhanced when they think of a whole array of products in the shop with this type of protection The fact that it does not allow contact with the product can be a disadvantage –This situation can be overcome by the existence of one product on display and the willingness of the cashier to check the product at the time of payment In general, Occasionally,

25 25 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products “ I think it's good because the product is protected and that gives me confidence. Like this people can't touch it” (I6) “It doesn't bother me at all. It's removed at the checkout, undamaged” (I1) “I don't think anyone would dare to take a product with this (spider). It's difficult to take it without being seen” (I3) “I think it's a good solution. For me, it's also a guarantee that it hasn't been opened or that any piece is missing. It's a guarantee that the product is in a good state” (I11) “I think it's a good solution, it doesn't damage the box, everything can be read and it's secure” (I9) “It's ugly but it's a great protection... so that the product isn't taken outside the shop and pieces are not from inside it... which happens sometimes. The kids ruin 1 piece at home and then go off to get another” (I10) “. Now this product (Guitar Hero) is more complicated because I don't know what is inside just from the picture. I don't know if it's plastic or wood. E.g. I will not buy a shaving machine unless I see it even if the same one is on display. I don't trust that the box will have all the equipment, I open it to check... There are products which are complicated to buy without seeing, even if they have them on display, e.g. products which have various items or with specific things” (I3)

26 26 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Zoom in – Bottle Cap The solution presented tends to be unknown –They are more familiar with other solutions (e.g. bottle tag) Has an impact/attracts attention and is aesthetically appealing –The security benefit may, however, go unnoticed Valorises/benefits the product –Which in a wine can be an advantage Effective: –Difficult to “violate” –Dissuasive Conveys confidence –Suggests the idea of a secure product (which has not been "violated") Does not interfere with the purchase intention

27 27 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products “ I prefer it like this, more discreet. Continues to be visible... it's attractive to look at. I have never noticed it. It's cute, it's a different cork, it doesn't affect the beauty of the product” (I7) “This one is very attractive. You can see it's a security system but it doesn't harm the aesthetics of the product. It's discreet, classic” (I10) “I didn't know this one. I have seen a plastic alarm with a steel cord. This one is more attractive.” (I11) “I think it's important to have the word alarm. If this one didn’t have it written here I would probably wonder what it was. I know there are bottles with those alarms used on clothing” (I13) “This one doesn't affect me in the least, tells me it's a good wine, otherwise it wouldn't have this. I can read everything on the bottle” (I14)

28 28 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Security Tags

29 29 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Perceive some failings: –Might damage the article of clothing –Not very practical/functional –Might create difficulties when trying on the product (articles of clothing, shoes,…), requiring the help of the shop assistant Some perceive advantages only for the shopkeeper –In contrast to the Alpha system which they perceive also has advantages for the consumer (protection of the product) Zoom in – Hard Tags Clearly understand the reason for its use. Protection of the product against possible theft Consider that it is an effective system –Difficult to remove (requires specific equipment) Does not affect the purchase intention Only in very occasional cases could it prevent the purchase BUT… This is the security system most referred to in a spontaneous way –Greatly associated to clothing and to the major chains (Zara, Massimo Dutti, H&M,…)

30 30 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products “ I think it is effective but very annoying, because in order to try it on, sometimes you have to go to the counter and ask them to remove it. This is more at the level of the hypermarkets. E.g. I went to Outlet and I had to ask them to remove it so that I could try it on” (I3) “They might damage the clothing, the pin could tear the fabric or deform it... it's a bother even to try on the clothing. Sometimes they are in places which make it impossible to try it on” (I1) “If it's a fine blouse it could leave a hole... then I think twice about it because I have seen them take it out of the box and it's no longer perfect. If you don't notice... Having the tag inside is a good alternative” (I7) “It's unpleasant because sometimes it's in a place which makes it impossible to try on the clothing. E.g. trousers with belts, they put it in the hole where the belt goes” (I10)

31 31 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Zoom in – Soft Tags Associated products: –DVDs, CDs –Games –Books –Condoms –Cosmetics (Varnishes, perfumes,…) –Clothing (inside) Associated products: –Clothing –Found with the other labels –Perfumes (normally placed inside the packaging) Might coexist with hard tags (in the case of clothing) –Increases effectiveness The labels which are most associated protection & security are:

32 32 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Product samples presented

33 33 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products The "padlock" and "circuit (US)" labels are the ones most easily identified by the consumers Greatest difficulty for labels of origin and barcode Do not know the symbol by decode its meaning immediately Although they do not really know how it works: For some, the label is the actual security device For others, it is only used to detect the presence of a security device on the article Most do not associate the barcode to security. –Perceived as the product's identification code (its type, price, etc.) Only occasionally do they make this connection Some remain doubtful “Products must have a barcode because of the prices. I don't know if it also sounds off when the article is not paid for” When shown samples, most manage to identify the security device (by its format and relief) –However, they admit that in a normal shopping situation they would not notice it (they might not think it strange to find two codes. They are interpreted as the purchase code and sale code of the product) In general, when shown samples, they do not manage (or find it difficult) to identify the security device They are surprised by the craftiness (Gin bottle)

34 34 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Tend to be more in favour of more explicit solutions, i.e. with a more preventive/dissuasive vs. punitive character “Simulated” “Obvious” +

35 35 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products The “padlock” is the preferred label More consistent with the security strategy they defend Attracts attention/has an impact Clearly communicates the product protection and security function. Contributing towards this is the: – Colour code used; “padlock” symbol and reference to “Security Protected” and the actual size Very strong dissuasive effect “If someone had intended to steal, after seeing this he/she would give up, and there will be no unpleasant situations for anyone” (I12)

36 36 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products “ I prefer these more visible systems. I am also a salesperson and I have no interest in people coming into my shop and thinking that it's easy to steal. I am more interested in people entering and seeing that there is an alarm and not touching or taking anything” (I12) “ This yellow is very explicit. This silver colour, e.g. if it's a rebellious 12 year-old, he will not even know this is an alarm. If he sees yellow he will know, it's more dissuasive” (I11) This yellow is the best. It's very perceptible, warns, doesn't bother me unless it's for a gift” (I4) “I prefer the yellow over the one on the gin bottle. At a 1st glance he might want to steal the bottle and it would be detected immediately. But he would always tend to steal and so the preventive and educational character is important. The gin one really is to catch people and that is bad” (I6)

37 37 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Vulnerability in terms of effectiveness→ Perception that it is easy to remove the label and/or take the product without the packaging –labels that are, e.g. on top of the cellophane cover: “All you have to do is tear the paper and take it” –containers without any type of protection: “ All you have to do is open the container and take the product” –expectation of easy unsticking - “This varnish (Cibelle) is very well done. It's inside the container, doesn't cover information, it's easy, discreet, has advantages” Versus e.g.… (+) However, the security label system has some fragilities…

38 38 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Might hinder the reading of important messages The place where the symbol or message is applied on the packaging is critical - Compromises the aesthetics of the product/packaging –This aspect is increasingly relevant for products offered as gifts (perfume, car, case) - The security label system has some fragilities…

39 39 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products > Effectiveness –difficult to “violate” Does not interfere in the purchase process Based on the punitive aspect Based on the dissuasion aspect > Vulnerability Might affect the purchase intention Labels of origin Main Strengths and Weaknesses of EAS labels…

40 40 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products “ The clothing alarm should be effective, it's attached to the clothing. The box (keeper) is efficient as well, it's impossible to open. The sticker is probably the easiest to remove. ” (I2) “I don't like this system (labels). They cover the information. If you want to keep the box either it stays with the alarm or the box is damaged. Stickers only if on the cellophane cover, not on the box. And it also blocks reading... I have already decided not to buy, e.g. a CD because I could not read the tracks”(I1) “The cream has a label on top of the ingredients... labels which hinder reading are not advisable... the puzzle has the same system except that it's on top of the cellophane, which can be torn and taken all the same” (I3) “I don't like this (Organics), because then I end up with this product at home with the alarm. I had never seen the actual flask... it can also spoil the packaging. Must be only on the cover. The perfume, the car, the case... these are things we might offer as gifts, they should have another system. Now Olay is not a product offered as a gift, so it doesn't bother me as much” (I4)

41 41 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products For some interviewees, the ideal label/tag solution might involve the combination of 2 different strategies: Explicit/ perceptive Simulated Inhibit potential thieves Capture the prevaricators and/or “professionals”

42 42 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Our products are protected electronically Security Messages

43 43 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products It is unusual to see messages on the electronic protection of articles in shops Preferably through the presence of a symbol or message on the actual packaging (similar to the "padlock" symbol) – Greater persuasive power - with impact, credible and strong dissuasive effect Which does not invalidate the presence of messages in the shop (e.g. placed on the shelf) but always in a complementary manner – On its own, they consider that it would not be very persuasive - would easily go unnoticed and not very credible In general, they argue that the consumers should be informed that the products contain a security tag/label Our products are protected electronically

44 44 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products “ If a person were only to see this message in the shop he might even think that there's nothing and it's just to intimidate. I think it's also important to be on the products”. ” (I9) “If I wanted to steal and I entered a shop and saw that, I would pick up the container with the barcode, and I would think it was a lie and I take it. If I were to see the yellow then I wouldn't risk it” (I12) “If I were a thief it might inhibit me a little, hold on the products are all protected. But I might also think, this is only a message to intimidate, because in reality it's probably not true, do all the products have an alarm? I would go and see if they did or not” (I13)

45 45 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Only occasionally do they defend the use of simulated strategies without any warning to the consumer “For me, a sticker is insufficient. It would have to have another one hidden. I would not place the warning. This bottle is perfect. It would really be to get him, for the thief to be caught without understanding how he got caught... they always have ways to get round the protection”(I13) It is unusual to see messages on the electronic protection of articles in shops

46 46 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Security personnel

47 47 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Zoom in – Security personnel They associate the presence of security personnel To the major chains (Zara, H&M, etc.) To hyper and supermarkets (Continente, Pingo Doce, Jumbo, etc.) Usually at the shop entrance More rarely inside the shop (doing rounds)

48 48 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Zoom in – Security personnel Role & function SURVEILLANCE AND DISSUASION: Preventing the action of thieves and delinquents in shops INTERVENING, namely: – When the alarm sounds: they inspect bags, check the receipt/invoice – Upon the entrance of people into the shop with bags: - sealing of the bag – In situations of effective theft - holding the thief – In the presence of problems. And if necessary… Providing INFORMATION Less frequent More frequent

49 49 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products “ Surveillance, ensuring security, finding people who go there to take products without paying and holding these people.... I think it's good, I feel more secure” (I5) “I have never seen the security personnel catch a person who has stolen. But when the alarm sounds from those barriers at the shop entrance and exit, I have seen the security personnel look inside the bag of a person to check what sent it off, the receipt. But normally it's a mistake, something which has not been demagnetised” (I11) “Protect the shop from an assault... if the alarm sounds the person presents the invoice or if he hasn't bought anything shows what's inside the bag” (I1) “They are carrying out surveillance, if there's any problem they are there” (I2) “It's to prevent people from stealing and if there are any problems, any confusion with a customer. Obviously if they see someone putting something into their pocket, they act” (I3)” “It's like the policemen walking around the streets... it's to prevent stealing” (I8)

50 50 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products The security personnel give rise to different reactions in the shopper Prevalence of a positive attitude or of indifference Promotes a feeling of security POSITIVE INDIFFERENCE NEGATIVE “It bothers me. It's a bit embarrassing. I feel that I am being observed. E.g. I open my handbag to answer the telephone and they immediately start looking at me” Feel intimidated/embarrassed “I feel protected. For example, there's a Pingo Doce where I go and if it didn't have security personnel it would be a confusion. Lots of gypsies go there” “I am indifferent to it. The employees might feel more protected” “It's more to protect the shop from shoplifting. They mainly offer surveillance, they don't have any authority. What I trust is the PSP or GNR”” Perceive this can only be advantageous to the shop and its employees Attribute power and autonomy to act/react in critical situations “It doesn't affect me at all, it actually makes me feel more secure. If there's a problem it might help. I don't know what powers they have, they probably have to call the police, but it still provides security. It's like seeing a policeman on the street…”

51 51 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products The security personnel give rise to different reactions in the shopper Prevalence of an attitude of indifference The attitude and position of the security personnel at the store might also influence the consumer, either positively or negatively: “For example, if I am in the corridor looking at a product and I suddenly see a security personnel member looking... now that upsets me, it's as if he is doubting me. But if he's at the shop entrance or exit, that's no problem at all

52 52 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Perception of the different security elements in two key aspects Low High Impact on the Intention to Purchase Effectiveness (+) Dissuasion Strategy Difficult to violate + Dissuasion potential (-) Punitive Strategy Our products are protected electronically Dissuasion potential but easy to violate

53 53 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Summary conclusions

54 54 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products The consumer shows some knowledge of the category Knows various security elements –Hard tags, Keepers and some EAS labels (silver coloured circuit) are the most quoted in a spontaneous way Distinguishes two security strategies used: –More visible/explicit vs. more subtle Tends to defend the more preventive and educational aspect, i.e. based on dissuasion rather then punishment – Therefore, they tend to value the more visible security elements and which clearly identify their function (e.g. alpha solutions or "padlock" EAS labels) – They are less receptive to the more subtle solutions, intended to "trick"/"catch" the thief (e.g. barcode or label of origin. Especially if they are not accompanied by a security message)

55 55 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products The consumer is favourable and reacts well to the different security and protection elements of shops However, there are some exceptions ANTENNAS –Seen as useful, and in general, do not have a negative effect on the consumer –Except in particular situations where the alarm system is activated when someone passes through, for reasons not imputable to that person. In these cases, it might cause feelings of discomfort and embarrassment –They cannot imagine a shopping area without this equipment

56 56 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products The consumer is favourable and reacts well to the different security and protection elements of shops However, there are some exceptions ALPHA Range –Generally perceived in a positive manner and does not have a negative impact on the consumer. –Very effective/difficult to “violate” –Conveys confidence (suggests the idea of an intact product) –Does not hinder reading the information –Does not harm the product: does not damage the product or its appearance (removed at the checkout) –There is no risk of them forgetting to remove the equipment (creating embarrassing situations at the shop exit) –The keeper (large format) appears to be the most critical security element of the Alpha range of solutions, and may intimidate and/or inhibit the consumer during the purchase act. The reasons noted are related to: –Overly ostentatious appearance –Suggests a more expensive product –Hinders reading the information –Does not allow contact/handling of the product Occasionally, this type of solution, due to its overly ostentatious character, might cause a more negative reaction, a certain discomfort –Especially when consumers think of a whole array of products in the shop with this type of protection (mainly for Spider and Keeper (Large Format)

57 57 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products The consumer is favourable and reacts well to the different security and protection elements of shops However, there are some exceptions Hard tags –Recognise the importance and usefulness of this type of protection, however, they make some criticisms: –Not very practical/functional – might create difficulties when trying articles on –Might damage the article of clothing EAS labels –Tend to be more in favour of the more explicit/perceptible labels, i.e., with a more preventive/dissuasive character –Hence explaining the preference for the "padlock" label vs. label of origin and barcode

58 58 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products The EAS labels system have some fragilities compared with the alpha range –They are more vulnerable in terms of effectiveness – perception that it is easy to remove the label and/or take the product without the packaging –some even expect that it will be easy to unstick –Might interfere in the consumer's decision-making process –some labels cover relevant information –Might also compromises the aesthetics of the product/packaging (remain even after the product has been bought) –This aspect is increasingly relevant for products offered as gifts Self- adhesive labels

59 59 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products It’s important to communicate / inform consumers about the presence of the EAS labels on products Preferably through the presence of a symbol or message on the actual packaging (similar to the "padlock" symbol) –They consider that the message on the shelf easily goes unnoticed and is not very credible –The place where the symbol or message is applied on the packaging is critical –It should not cover information (composition of the product, instructions, expiry dates, etc.) –It should not alter the aesthetics of the product/packaging –It should not compromise the visual attractiveness of the shelf –Suggest placing it on the least visible part of the container (e.g. on the underside of the container) However, some consider that there is no easy solution to implement: –On the one hand, can not imagine a store with a symbol / security message for all products by the expectation of becoming visually very tiring –On the other hand, if restricted to certain products, consider that the other will become very vulnerable

60 60 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Value low vs. high price in products of low value security elements perceived as too ostentatious and expensive are not justified ( as is the case of the alpha solutions) The "ideal" solution seems to vary according to factors such as… There is no ideal solution for product protection and security Purpose of the purchase gift vs. own use (consumers are more demanding with products which may be used as gifts due to the aesthetics of the product/packaging (e.g. can reject containers with self-adhesive labels) Size of the product 1 or more articles in products with various articles the protection component of the device becomes important (as is the case of the alpha solutions) Risk of theft High vs. low risk in products with high risk of theft, devices with a higher security level are justified (e.g., alpha solutions) Purpose of the product if it's for personal use or not in products for personal use, contact/handling is increasingly important in the purchase act. The fact that the product is inside a keeper might be a factor inhibiting the purchase

61 61 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Design of the Study

62 62 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Both genders Aged between years Persons responsible for the shopping related to the home and clothing Qualitative Holding of 14 in-depth Individual Interviews Target Methodology Target and Methodology Segmentation of the Interviews WOMENMEN YOS40-55 YOS25-39 YOS40-55 YOS 4 Int 3 Int 8 Int6 Int

63 63 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Perception of the Protection & Security elements of products Interview Script

64 64 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation Copyright © 2010 The Nielsen Company. Confidential and proprietary. Creating Clarity


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