shopper behavior - devora rogers

Shopper Behavior Webinar Devora Rogers April 17, 2013

® © 2013 Inmar, Inc. All Rights Reserved.

Agenda

• About Inmar Analytics • Survey Methodology and Overview • Three Trends in the “New Couponer” • New Couponer Demographics • Hispanic Couponers • Making learnings actionable

2


What is Inmar Analytics?

3

• Consulting team led by John Ross, President of Inmar Analytics

• Experience working with retailer and manufacturer data to provide strategic benefits to clients

• Team includes retailers, marketing executives, strategists, and analysts


Inmar Analytics

Behavioral Analytics

Loyalty Generation

Promotion Consulting

• What influences shopper decision making • What shopper barriers we need to overcome • What offers / information will drive conversion

How we can work with you

• Where shopping actually starts • Where best to reach the shopper • How to leverage the store as a media channel • How to make sense of the emerging

digital shopper media space

• How to track promotion performance • How to link promotions to retail metrics • How to optimize spending across methods • How to manage promotions & minimize fraud


Shopper Behavior Survey Overview & Methodology

5

More than 1,000 shoppers who used a coupon in the past three months answered questions about:

• their shopping behavior

• how they engage with technology while pre-shopping and in-store

• the types of coupons they use

• how they discover/acquire coupons

• their attitudes towards coupon use

® © 2013 Inmar, Inc. All Rights Reserved. 6

ENTITLED ENABLED ENGAGED Th

e

“New

Cou

pone

r”


Entitled

7


Changing shopper sentiment: From effort to entitlement

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“If I put in the effort, I can get deals on the brands I buy.”

“If I shop a store a lot, I shouldn’t have to work for deals I deserve.”


Shoppers Expect Easy Offer Discovery & Redemption

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38% “There are too many rules/exclusions for using coupons.”

30% “It takes too much time to find coupons.”

28% “Using coupons slows down my shopping.”

2012 Inmar Shopper Behavior Survey


Shoppers Expect Personalized Offers

65% Want emails from retailers with coupons for products they normally buy

65% Want coupons loaded to their store loyalty card for products they normally buy

70% Think retailers try to find offers on brands they like to buy 78%

Want coupons automatically applied to their purchase



Enabled

11


The “New Couponer” has a smartphone on hand

Goldman Sachs, 2011

of U.S. mobile users will have smartphones

By 2015 Coupon methods used (on average)

Smartphone User = 7.12

Non-smartphone User = 5.19


What Couponers with Smartphones are Saying

45% “I wish all coupons were digital” 50%

“I want coupons sent to my mobile phone for products that I normally buy”

53% “I would like to be able to present the coupon to the cashier using my mobile phone”

73% “I would use coupons more if they were available online”


64% of respondents use a smartphone


67% of smartphone users have accessed coupons from a mobile phone app

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Engaged

15


2 out of 3 shoppers would use more coupons if there were more available online

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Coupon Method Usage

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Sunday Newspaper

62%

Product package

49%

Store circular 55%

Coupon website

47%

Delivered to my home

44%

Store loyalty

card 41%

Printed with store

receipt 37%

Store shelf 36%

Mfr website

35%

Retail website 35%

Retailer email 32%

Handed out in-store 31%

mag

azin

e 31

%

Blog

, for

um

or e

mai

l 30

%

Facebook 18%

Mobile phone app

18% Mobile text

alert 18%

Kiosk in-store 23%


Frequent Couponers Shop More . . .

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Number of Trips to a Grocery Store (in the Past 30 Days)

8%

11%

30% 22%

30% Heavy

Couponer

12%

10%

38%

17%

24% Medium/

Light Couponer

0 trips

1 trip

2-3 trips

4 trips

5+ trips

0 trips

1 trip

2-3 trips

4 trips

5+ trips


. . . And Spend More

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Spend $50 or more

Medium/Light Couponers

Spend $50 or more

Heavy Couponers

Average Grocery Spend Per Trip

® © 2013 Inmar, Inc. All Rights Reserved. of th

e N

ew C

oupo

ner

Dem

ogra

phic

s

20


Average Number of Coupon Methods Used

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6.43 Overall

7.11 35+

6.00 Under 35

6.76 Female

5.68 Male

7.32 Hispanic

6.12 Non-

Hispanic

7.49 Kids

5.47 No kids


Key Insights

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around Hispanic Couponers


“It takes too much time to clip coupons” 23

30% Hispanic

22% Non-

Hispanic


“I am not always sure which stores will accept my coupons”

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44% Hispanic

34% Non-Hispanic


“There are too many rules/exclusions for using coupons”

25

49% Hispanic

34% Non-Hispanic


“I wish all coupons were digital” 26

44% Hispanic

35% Non-

Hispanic


Mobile Use Among Hispanic Shoppers

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Smartphone Users

60% 74% 30%

of Hispanic smartphone users • accessed coupon

from mobile phone application

• received coupon as mobile text alert


Mobile Use Among Hispanic Shoppers

28

Smartphone Users

60% 74% 58%

of Hispanic smartphone users • want coupons sent to

their mobile phone for products that they normally buy

• would like to be able to present the coupon to the cashier using their mobile phone


How can I ensure accountable

promotions and maintain control over

my budget? Prom

otio

ns

Man

ager

:

How can I get direct access to my shoppers and leverage new tools

to reach them? Shop

per

Mar

ketin

g:

How can I prove out ROI and tie

media campaigns to sales? M

edia

/

Digi

tal

How can I reach, target, and influence

my shoppers effectively?

Brand M

anager

How can I work with the retailer in a strategic way, beyond just markdowns?

Trade


Challenge to solve:

31

Shoppers are using new and emerging

technologies to help them to shop smarter.


Challenge to solve:

32

Shoppers expect a personalized and easy shopping experience.


Challenge to solve:

33

Shoppers want more digital coupon options.


Contact Inmar To Discuss Our Solutions

• Behavioral Analytics • Targeted Digital Offers • Real-Time Scoring and Redemption • In-Store Partnerships

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Contact your Inmar Representative or reach us at 855.815.2646 | [email protected]

http://mkto-b0364.com/trk?t=2&mid=MTM0LU5YTi0wODI6OTUyMjowOjA6MDozMzU4OjA6MDplcmljLndpZ2dpbnNAaW5tYXIuY29t&&&mailto:[email protected]?mkt_tok=3RkMMJWWfF9wsRow5/mYJoDpwmWGd5mht7VzDtPj1OY6hBstJ7SJK1TtuMFUGpsqOOCQDAMC

For more information:

[email protected] 336.770.3495

Devora Rogers

shopper behavior - devora rogers

Business

shopper decision

shopper barriers

shopping behavior

changing shopper sentiment

presentthe coupon

discoveracquire coupons

downmy shopping

types of coupons