Presentation on theme: "Your Brand The Shopper Verdict. Yousay.org When you want to cement your place in a group you need to tell the buyer –That customers come to that store."— Presentation transcript:
Your Brand The Shopper Verdict
Yousay.org When you want to cement your place in a group you need to tell the buyer –That customers come to that store for your product, and would leave if they don’t find it –That you know how to build customers for your product And are prepared to do so in their stores –That you know better than them how to grow their category
Hard Facts We have on our databases 120 people all shopping at Tesco, and sharing their shopping details with us –Plus a number of letters increasing on a daily basis These are all users prompted by on-pack contact details to get in touch with us They represent an excellent cross section of shoppers and a consistent picture emerges of enthusiastic committed and knowledgeable cat owners
90% of users say they prefer the product to alternates
85% would recommend to their friends or colleagues
What will they do if they can’t get the product?
Half of them will migrate elsewhere
Not many will complain – they will just act
Overall In excess of half the customers will leave Tesco and shop elsewhere out of choice Any complaints that do get through will be the tip of the iceberg
What else? More about them –What new products would they like? –What difficulties do they have in getting your product? –Who are they? AND you get new customers –“call-to-action media near to point of sale works harder than money-off promotions” – dunnhumby –we can prove the best value for money around in terms of new customers per pound spent.
So you know the customers, and you have built the sales Now build the category on a budget
1.Shopper Research This would be a combination of interviews and yousay –Getting a vision of the number of people who actually do shop the area and the problems they have that you could fix –Presenting the need, and the benefit to the buyer
Category conversion to sale % Purchase (P) % shop category but do Not Purchase (NP) % Look the category but do not stop to shop (L) % do not look 30% of shoppers who stop to shop the category do not buy Base: Observation of 500 shopper behaviours Very low level of awareness of category in comparison to other categories. Category ‘Not seen’: Identity problem. Will provide benchmarks against other categories.
(91 interviews) Q8. Which statement best describes your relationship with Shloer non-alcoholic drinks? Awareness of Shloer: what it is for and why shoppers should buy needs to be communicated to Lookers (L) and Non-Purchasers (NP)
Conclusion They do not convert enough of the passing trade to sale –You need POP to stop people Put in place 5/6 test stores and similar controls
Relay from this…
…..To this –The top line performance of test stores is extremely strong (+20%) –Key Premium Brands have all gained –We have proved that a key brand is currently merchandised in the wrong area ! –New POS further increased uplift once sited, by 50% –No loss of sales in flavoured water where facings were reduced
Pre-advertising store support To get managers behind – and stock on display
Summer Support Posters Placed in 75% stores Shelf Adders in 70% of stores Safety Knives given to managers in all stores