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Maximising NPD through Understanding Shoppers Prepared By: Emilie Coles - Director, TNS Magasin March 2009
© Copyright TNS 2007 create the idea ATL experience CONSUME As an industry, we excel at creating and building great brands!
© Copyright TNS 2007 86% of npd fails within one year Source: ac nielsen I don’t need to tell you……
© Copyright TNS 2007 create the idea ATL find and buy ! STORE experience CONSUME We don’t always take into account the store……
© Copyright TNS 2007 Shoppers do not always find what they are looking for, let alone what they are not looking for!……
© Copyright TNS 2007 Getting new products to stand out is a challenge!
© Copyright TNS 2007 If life wasn’t difficult enough, we are in a recession!
© Copyright TNS 2007 What impact is this having on Food and Drink?
© Copyright TNS 2007 consumer confidence and sentiment already heavily affected… Source: TNS / Nationwide Consumer Confidence Index *Since May 2004 (Not seasonally adjusted) Consumer Confidence Index
© Copyright TNS 2007 …but the sentiment is not hitting food yet…. We asked: ‘How would you cut back on spending?’
© Copyright TNS 2007 ‘High St convenience’ = indpendents, symbols, Wilkinsons, chemists, greengrocers etc. High street convenience is losing out...
© Copyright TNS 2007 As shoppers switch to Hypermarkets
© Copyright TNS 2007 And Hypers lose to discounters…
© Copyright TNS 2007 The ‘Budget’ price band sees greatest growth rate this year – signs of shoppers trading down… Growth in RST sales (Packs)
© Copyright TNS 2007 Private brands and exclusive products generate between ¼ to almost ½ of sales for some leading retailers And are growing more than 2x as fast as all food sales in recent years Estimated Share of Sales from Private Label Sources: Company reports, PLMA, Private Label magazine, and other trade press research. Loblaws (Canada) SafewayAlbert- sons KrogerMeijerA&PFood Lion 35% 29% 17% 25% 23% 17% TargetTesco 46% 45% 37% Wal-Mart Private label share is growing…and will be a threat
© Copyright TNS 2007 fmcg total 2) recession What is the reaction of industry and trade on advertising spend ? market leaders are cyclical and retailers anti-cyclical advertising spend 2001=100 2001 2002 2003 2004 2005 2006 2007 2008 source: Thomson Media Control; Nielsen Media Research 1) 21 market leaders from groups, only TV 2) only TV3) trade for fmcg, all media without dailies, leaflets 4) REWE campaign5) Plus campaign6) REAL-TV-campaign, Lidl TV-campaign 7) 32 premium brands only TV 6/ premium brand 7) 5) market leader 1) retailers 3) IIIIIIIV 108999587 market leaders reduce advertising spend – especially in the 2 nd half of the year 4)
© Copyright TNS 2007 what does this mean? Need to prove role of brands in-store & maximise our spend! Trading down to private label O.L Grows Home Purchase Less brand power ATL store Understand Shoppers!
© Copyright TNS 2007 what are we dealing with in-store?
© Copyright TNS 2007 80% shopping is done in beta mode… sub conscious low involvement
© Copyright TNS 2007 this makes it difficult for NPD to have real cut though
© Copyright TNS 2007 Shopper principles for successful NPD 1.Use a consistent visual cue TTL 2.Launch in the right place in-store and on shelf 3.Activate using the right mechanics at the right time 4.Ensure pack stands out/is recognisable
© Copyright TNS 2007 1. Create a visual cue that can be communicated TTL
© Copyright TNS 2007 a visual cue could could be….. logo shape icon colour
© Copyright TNS 2007 a visual cue links short term and long term memory
© Copyright TNS 2007 Establish what the visual cue is for the brand and communicate this in the entire campaign Need Purchase Home Purchase Visual Cue
© Copyright TNS 2007 Gillette Fusion: visual trigger – orange & blue = stand out TTL Press (lads mag) TV in-store on-pack
© Copyright TNS 2007 create the idea Find and buy ! Experience
© Copyright TNS 2007 create the idea Find and buy ! Experience
© Copyright TNS 2007 2. Launch NPD in the right place in-store
© Copyright TNS 2007 There are hot and cold spots in stores Store penetration should influence where we launch new products COLD
© Copyright TNS 2007 Taking into account mindset as well… Great traffic Great location?
© Copyright TNS 2007 Two thirds of passing traffic will not interact Gondola ends offer a prime location for new product launches This space could be better utilised
© Copyright TNS 2007 Doesn’t have to be so complicated Shopper flow
© Copyright TNS 2007 Launch NPD in the right place on shelf
© Copyright TNS 2007 Most categories have a visual hot spot on the fixture known as the “diamond”
© Copyright TNS 2007 This is driven by eye movement ……. We look 15-30 degrees downwards, search Horizontally, in a 1-2 m vision cone 1-2 metres SEARCH HORIZONTALLY 15-30 degrees
© Copyright TNS 2007 37 The diamond occurs around signpost brands…… signpost
© Copyright TNS 2007 38 Locate NPD in the diamond hot spot to gain visibility signpost NPD
© Copyright TNS 2007 39 Support further with on shelf highlighters – e.g picture framing signpost NPD
© Copyright TNS 2007 3. Activate NPD in the right place at the right time
© Copyright TNS 2007 Is this the right place?
© Copyright TNS 2007 Eye Level??
© Copyright TNS 2007 Content relative to time …
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© Copyright TNS 2007 45
© Copyright TNS 2007 46
© Copyright TNS 2007 Right format right content? Babylicous 12345
© Copyright TNS 2007 48
© Copyright TNS 2007 49
© Copyright TNS 2007 50
© Copyright TNS 2007 Right format, right content?
© Copyright TNS 2007 Right format, right content?
© Copyright TNS 2007 Visit/Purchase on Impulse Planned to SKU High Engagement/Time Spend Low Engagement/Time Spend Confusion/ Complex Decision Auto Pilot Milk Semi- Impulse Cleaning Involving/ Engaging Skincare NPD execution needs to take account of category roles Yoghurts
© Copyright TNS 2007 Need Purchase Home Purchase Role of the touchpoints for new product launch will change depending on the category ….. T.V & Press Door Drops Coupons Engaged Audience Dis- Engaged Audience Simple visual cues Linking to ATL Clear signposting Product Stand Out Pre-store shop the store shop the category Functional Benefits
© Copyright TNS 2007 Need Purchase Home Purchase Role of the touchpoints for new product launch will change depending on the category ….. T.V & Press Door Drops Coupons Engaged Audience Linking to ATL Theatre Communication Education Pre-store shop the store shop the category Emotional Benefits skin
© Copyright TNS 2007 4. Ensure pack has stand out through strong colourshape & matches shopping style
© Copyright TNS 2007 Shoppers recognise products using colour and shape Over 2/3rds fixations are on colour General Learning
© Copyright TNS 2007 Simple, Ownable Colourshape – has stand out
© Copyright TNS 2007 Engaging Searching for on pack information/education Staple Commodities Packaging acts as a signpost
© Copyright TNS 2007 In Summary… To maximise the success of new products, we must consider the role of the store as a touchpoint and how people shop our categories There are some clear actions we can take to maximise the success of our launches: 1. Use a consistent visual cue TTL – simple and clear 2.Launch in the right place in-store and on shelf Gondola end execution Eye level & signposting 3.Activate using the right mechanics at the right time Format, content and location 4. Ensure pack stands out Colourshape Right cues, right category!
© Copyright TNS 2007 ….Shopper Behaviour Properly Explained TNS Magasin Kings Head Place Market Harborough LEICS email: firstname.lastname@example.org
June 2011 JN © 2011 TNS UK Limited Putting Packaging at the Heart of NPD The Shopper Perspective By: Emilie Coles.
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A Template has been designed for you to do this (page 1 of 3) This provides simplicity & consistency in reporting Objectives of the in store initiative:
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