mobile and retail, close to the moment insights - tns & kantar
TRANSCRIPT
Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW
Association & Media Partners
Event App Partner
Networking Reception Partner Exhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW
© TNS 2014
Agenda
2
1 Merging behavioural and attitudinal data to arrive at fresh insights
4
2 Mobile shopper apps – what impact? 9
3 Conclusions 21
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The capability: overview
4
Meter installs on iOS and Android devices
Meter records device activity, device status and network utilisation
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The capability: data enrichment
6
Demographics
Location and POI Device attributes
App and website taxonomy
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App categories of interest
7
Physical store
Price comparison
Coupon Product info
In store payment
Loyalty card
Shopping list
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Survey methodology
8
App of interest used and data passed to server
Survey invite via SMS – after 1 hour or next morning
97% of surveys completed on phone / tablet
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The claims
10
66% of smartphone owners use their phones to help shop while in store
70% of shoppers used a phone in a retail store during the holidays
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Behavioural data – what is the reach of these apps?
11
55
37 33
18 9 6
45
63 67
82 91 94 95
No app
Installed
Product info
Physical store Coupon
In-store payment
Price compare
Shopping list
Loyalty card
Android users only
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…but installed doesn’t equate to regular usage
12
13 27 27
8 5
42 9 6
10 7
45
63 67
82 91 94 95
No app
Just
installed
Installed
and used
Android users only
Product info
Physical store Coupon
In-store payment
Price compare
Shopping list
Loyalty card
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Even in store – comparing prices often has no impact
14
Outcome:
Those comparing prices
10%
11%
13%
31%
35%
Bought online
Switched brand
Switched store
Didn't purchase
Same brand, same store
17%
24% 59%
Home Store
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Retailer apps used for trip planning / ordering at home
16
0%
19%
4%
18%
6%
13%
15%
8%
17%
3%
4%
4%
10%
10%
12%
13%
14%
30%
Pay in-store
Order products
Shopping list
Other
Store loyalty card
Price check
Find info
Redeem coupon
Find coupon
store
home
© TNS 2014
….and couponing in store
17
0%
19%
4%
18%
6%
13%
15%
8%
17%
3%
4%
4%
10%
10%
12%
13%
14%
30%
Pay in-store
Order products
Shopping list
Other
Store loyalty card
Price check
Find info
Redeem coupon
Find coupon
store
home
© TNS 2014
Ask the right people
Get close to the moment
Key methodology take outs
22
Don’t ask when you can measure
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Key commercial take outs
23
Design apps to save time, money, angst
Mobile apps are not just an in-store touch-point
Retailers
TM
Brands
Ensure products are discoverable in retail apps + provide relevant info through this channel
Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW
Association & Media Partners
Event App Partner
Networking Reception Partner Exhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW