xtreme shopper marketing beginning a new generation of
TRANSCRIPT
GfK Interscope 1221 Post Rd East Westport CT 06880 www.interscopellc.com September 2011
Xtreme Shopper Marketing
Winning in a new generation of shopper behavior
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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GfK: 75 Years Of Innovation Has Made Us A Leading Global Market Research Company
SalesIn 2010: $1.9 Billion
EmployeesMore than 10,500 full-time staff globallyMore than 900 full-time staff in North America
GrowthAveraged 15% per year over last decade
Global Reach150 operating companies in more than 100 countries on five continents
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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Our Mission: Helping Clients Win At The Point Of Sale
Proven real world ROI for brands, categories & retailers
Building capabilities and collaborative relationships
Flexible team of marketing, sales & research vets with end-to-end solutions for building brands through the point of sale
Passionate, analytically driven pros with blue chip credentials
Getting beyond “what”
to “so what”
and “now what”
Fusing consumer, shopper & category into actionable growth plans
Connecting cross-
functional experience in 100+ categories
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Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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Our 2011 Proprietary Shopper Marketing Research Integrates Both Shopper And Practitioner Viewpoints
Industry thought leadership benchmarking of Shopper Marketing & Insights practitioners
5+ years running, 2006-2011
Web-based questionnaire
Completed by manufacturers, suppliers & retailers
– 250+ respondents– 130+ companies– A “who’s who”
of our industry
New for 2011!
– Global expansion
Online survey of diverse set of shoppers and categories across seven countries
– US n= 1,000– EU n = 2,225 (across
France, Germany, Poland, Russia, Spain, and UK)
Focus on macro shopping attitudes and behaviors, both bricks & clicks
Building longitudinal perspective, running since 2009
++
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Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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The Confluence Of Two Macro Trends Is Reshaping Shopper Behavior
Internet ubiquity
Explosion of mobile smartphones/ tablets
One of three are barely able to meet expenses
Only 15% living comfortably
Hard economy Technology
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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These Forces Have Fueled Emergence Of A New Shopper Profile
With more technology, tools, resources, and information than ever before, a new breed of shopper has emerged, determined to stay in control and “win”
at the game of finding the best value– Across broad range of
categories
Source: GfK Futurebuy, 2011
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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% Agree(Top 2 Box)
(US)
Xtreme Shoppers Are Innovative, Proactive, And Feel In Control Of Shopping Process
Source: GfK Futurebuy, 2011
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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% of Shoppers with Xtreme Profile/Behaviors (US)
Xtreme Shoppers Are Becoming The “New Normal”
Approaching 40% of population and expanding rapidly
Because Xtremes are defined by their attitudes and behaviors and not demographically, their growth potential is vast
Source: GfK Futurebuy, 2011, all respondents
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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The Xtreme Shopper Crosses Traditional Demographic Boundaries
Household SizeEmployment StatusAge Profile
Source: GfK Futurebuy, 2011 Source: GfK Futurebuy, 2011 Source: GfK Futurebuy, 2011
All ages
Across employment status
All HHD size/stages
GfK Interscope Xtreme Shopper Marketing
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Xtremes are more optimistic
1 of 3 Xtremes say they are better off than a year ago
1 of 2 believe they will be better off in 12 months
Source: GfK Futurebuy, 2011
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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% Agree (Top 2 Box)
(US)
% Xtreme Shoppers Doing More of Shopping Behavior (top 2 box)
(US)
For Xtremes, Loyalty Takes A Back Seat To A Relentless Pursuit Of Value
Source: GfK Futurebuy, 2011 Source: GfK Futurebuy, 2011
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Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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% Xtreme Shopper Incidence
Xtreme Shopping Is A Global Phenomenon
Xtreme incidence varies broadly within individual European countries
Source: GfK Futurebuy, 2011
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Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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Feeling The Wrath Of The Xtreme Shopper?
“Netflix’s decision to raise prices by as much as 60% is turning into a horror show.”AP Technology writer
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This Emerging Shopper Mindset Has Profound Implications For Shopper Marketing
Shopper Insights
Time and Touchpoints
Shopper Marketing Leadership
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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Shopper Insights
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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Shopper Intimacy Is Increasingly Elusive
From: Simple, linear To: Multi-stage web
SelectingSelecting brands POPbrands POP
EvaluatingEvaluating needsneeds
Advocating Advocating WOMWOM
MaximizingMaximizing value postvalue post--
purchasepurchase
SourcingSourcing info, products,info, products,
channelschannels
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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Dizzying Arrays Of Shopper Touchpoints
Google/other –
product and store location
Store circulars/flyers
Opinions of friends/family/colleagues
Product packaging
POS displays
Product samples
Product literature
Sales attendants
Product demos/classes
Info desks
Info kiosks
Info broadcasts
Direct mail flyers –
from retailers
Newspaper flyers –
from retailers
Newspaper flyers –
from brands
Direct mail flyers –
from brands
Shopping sites
Retailer websites
Brand websites
Discount websites
Ebay, Craig’s etc.
Consumer opinion
Flyers online
News/magazines
Special interest groups
Local community
Social media
Online
MailIn-store
Word of mouth
Shopper TouchpointsOn premise
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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Leading Firms Are Shifting Insights Strategies To Meet The Challenge
From: Broad and Centralized
To: Selective, Deep, and Collaborative
Manufacturer develops and delivers to retailer
Broader and more one dimensional (i.e., in-store drivers across mass customers)
Single, siloed methodology
“Tried and true”
methodologies
Developed in partnership w/target retailers around key issues
Narrower and deeper studies (i.e., end to end purchase behavior for category)
Multi-methodology learning plans
Aggressive use of emerging, technology-
enabled methodologies
SelectingSelecting brands POPbrands POP
EvaluatingEvaluating needsneeds
Advocating Advocating WOMWOM
MaximizingMaximizing value postvalue post--
purchasepurchase
SourcingSourcing info, products,info, products,
channelschannels
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 20
The “Listen”/”Ask”
Loop Can Elevate Insight Generation
20
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Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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Spontaneous Structured
Unexpected Controlled
Conversational Inquisitorial
Inspirational stories Projectable results
Exploratory Confirmatory
Qualitative Quantitative
More passive More active
More about the consumer More about the brand
Focus groups, ethnography Surveys, Concept Tests, Conjoint
Foundation for insightful “asking” Insights for inspired “listening”
Distinct But Complementary Activities
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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Shoppers Want To (And Will) Be Heard
An estimated 60% of Fortune 1000 companies have some form of online
community for customer relationship building purposes
They have the tools and technology to make a major, immediate impact
Blogs, discussion boards and social media apps allow people to instantly let others know what they think of the brands they experience
Instant feedback, means no ‘cooling off’
period–
consumers can publish their woes (or thrills!) within moments
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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insightengage customers to obtain business, market and competitive insight:
focus groups, ethnography, product testing, concept & message testing, surveys, product trial and more
innovationachieve customer-driven innovation to inform product, marketing and operations:
crowd sourcing, ideation, collaboration, virtual brainstorms, co-creation and more
advocacyform a personal connection with customers to build scalable brand advocacy:
ambassadorship, WOM, CRM, social media propagation, sampling, immersions and more
Community Value Proposition
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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Needs DiscoveryInspiration Lab
ActivatedKnowledge
Quantitative ResearchSegmentation
CMO-NPD ImmersionProduct Ideation
Product Optimization
Creative DesignDevelopment
Low Risk DecisionCommunityActivities
CMO Gut-Check Verbatims forPR Opportunity
How Does It Work?
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Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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Mobile Is A Transformational Force
My alarm clock
My TV
My PC
My calendar
My scheduler
My phone
My e-mailer
My Facebook page
My wayfinder/GPS
My pedometer
My traffic reporter
My price-checker
My “phone” is…
My favorite waste of time!
My news source
My calculator,
My eBay window
My shopping list,
My Amazon access
My music player
My radio
My weather radar
My book reader
My camera
My photo album
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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Mobile Is A Two-Way Force
From: Manufacturers/RetailersTo: Shoppers & ProspectsFrom: Manufacturers/RetailersTo: Shoppers & Prospects
From: Shoppers & Consumers
To: Manufacturers & Retailers
From: Shoppers & Consumers
To: Manufacturers & Retailers
Outbound SellingOutbound Selling
Inbound InsightsInbound Insights
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 27
Accessing and engaging shoppers with mobile solutions at a geo-tagged point of experience enables richer insights than other traditional means can provide.
Unfiltered self-expression is the currency of mobile culture. Consider the content of posts around
Twitter #tags and Facebook mobile not to mention location-based social networking services like
FourSquare or Flickr. Mobile research can evoke similar consumer generated content.
@ point of experience
personal
Unique Strengths Of Mobile Research
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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Mobile Research Applications
Shopping Ethnographies– Real time pre, during and post shop– Mystery shopping
Mobile Diaries– Ongoing feedback in the moment– Photos, video, location– Ad effectiveness
GPS Location Tracking– Shopper pathways across retailers
Exploratory– Eyes and ears into everyday life– Out of the box insight into innovation
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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Limited battery life
Smartphone are portable
High quality Camera
Well suited to short
‘time wasting’ tasks
Phone specific
strengths
Frequency of lost & damaged
handsets
Slow, expensive and unreliable
3G network
Phone specific
weaknesse s
Eyes Wide Open
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Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 33
Business Need –Aligning Immediate Consumption Need States With Purchase Occasions To Improve Shopper Marketing ROI
GPS Tracking In-Store Ethnography
Once in store: deep-dive into the shopper’s decision making process
Before the store: how this purchase fits in their life journey
Activation
Retailer specific assortment &
marketing programs: before & during the
store visit
+
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 34
Rules Of The Road –
Shopper Insights Adopt A “Listen”/”Ask”
Approach
Boost research ROI via insights assessment to “connect the dots”
and prioritize gaps
Evaluate potential of mobile research methodologies to collect insights in real time
Consider tagging Xtreme shoppers to isolate their distinct behaviors and needs
Increase utilization of multi-methodology learning plans– i.e. online, plus in-store, plus mobile
Ensure that learning plans cover the increasingly important post-purchase attitudes and behaviors
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 35
Time and Touchpoints
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 36
Core Shopping Process Is Fundamentally Changing
Complex, non-linear purchase behavior web
Unlimited information requires “screening”
decision making dynamic̶ Quickly “rule things out”
vs selecting in
Two way dialogue
Declining loyalty
Balance of power shifts to shoppers
From: Getting to “YES”
To: Getting past “NO”
Linear path to purchase
Limited information and touchpoints
“One way”
communication
Higher loyalty
Balance of power with manufacturers and retailer
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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As Players Try To Squeeze Out More Growth, Big Ideas Are Taking Center Stage
Analyzing everything
1995
Beginning customization
2000
Shopper insights
2005
Big ideas and shopper marketing solutions
Getting the facts
1990
Today
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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Customization On Steroids: Co-Creation
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 39
Coke Freestyle Expands Choice
125 flavorsavailable
125 flavorsavailable
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Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 40
Post-Purchase Programs Aim To Build Lasting Shopper Relationships
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 41
Post-Purchase Emerges As A Vital Step On “The Path”
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Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 42
Best Practice Manufacturers Have Expanded Their Potential Touchpoints
At ShelfAt Shelf
Across StoreAcross Store
OnlineOnline
Mass MediaMass Media
PromotionPromotionOutreachOutreach
MobileMobile
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 45
P&G’s Connect And Develop Program Takes An Extreme “Outward”
Approach To Innovation
$3 Billion
Revenue
Goal
$3 Billion
Revenue
Goal
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 46
Rules Of The Road –
Shopper Marketing Programs
Time– Expand touchpoints into pre (co-creation)
and post-purchase spaces
Touchpoints– Don’t relay on today’s loyalty programs– Build relationships via programs based on
big ideas– Execute across broad range of integrated
touchpoints
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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Shopper Marketing Leadership
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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Digital/Mobile Technologies Will Dramatically Change Shopping Behavior - US/NA (% Agreeing Will Happen In…)
Digital/Mobile Technologies Will Empower Shoppers To The Detriment Of Retailers/Manufacturers -US/NA
(% Agreeing Will Happen In…)
Emerging Digital/Mobile Technologies Are Affecting A “Sea Change”
At An Accelerating Rate
A change increasingly viewed as detrimental to manufacturers and
retailers
Source: GfK Futurescope, 2011 Source: GfK Futurescope, 2011
61%
Agree next
2 years
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 49
Digital/Mobile Technologies Will Replace Many Traditional Tactics In Next Few Years
(US/NA)
Digital Technologies Will Dramatically Shift Shopper Focus to Price
(US/NA)
Digital\Mobile Predicted To Displace Many Existing Tactics And Heighten Shopper Focus On Price
Source: GfK Futurescope, 2011 Source: GfK Futurescope, 2011
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 50
Readiness for the Digital/Mobile revolution appears weak, however
Only modest progress in readiness and commitment is evident vs. 2010
My Organization Is Prepared to Manage Impact of Digital/Mobile
(US/NA)
My Organization Dedicates Adequate Focus/Resources to Leveraging
Digital/Mobile (US/NA)
Leadership In digital/Mobile Is Necessary To Be Leading SM Player
(US/NA)
Digital/Mobile Leadership Widely Viewed As Prerequisite For SM Leadership
Source: GfK Futurescope, 2011Source: GfK Futurescope, 2011 Source: GfK Futurescope, 2011
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
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2010 Top Digital/Mobile Tactics In Use - US/NA
(% respondents actively using tactic)
2011 Top Digital/Mobile Tactics In Use - US/NA
(% respondents actively using tactic)
Source: GfK Interscope Futurescope Survey, 2010
Mobile Tactics Rose In Prominence In 2011
Four of top 6 tactics in 2011 have mobile component
Internet coupons/offers
Digital savings loaded to loyalty card
Social media rewards opt-in programs
Internet-based shopping lists
Mobile websites
Coupons sent to mobile phone
Internet coupons/offers
Mobile websites
Participation in retailers’
mobile marketing effortsDigital savings loaded to
loyalty cardQR codes on in-store
displaysShopper assist apps on
mobile phones
Source: GfK Interscope Futurescope Survey, 2011
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 52
The Industry Lacks Best Practices for Leveraging Digital/Mobile In-Store
(US/NA)
Best Practices Remain An Elusive Outage For Much Of The Industry
Source: GfK Futurescope, 2011
80% Agree that the industry lacks best practices for leveraging Digital/Mobile
in-store
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 53
Leadership In Digital/Mobile Is Necessary To Be A Leading SM Player (% strongly agree/agree)
Industry Lacks Best Practice Perspectives For Leveraging Digital/Mobile Technologies
(% strongly agree/agree)
The Digital/Mobile Leadership Gap Is A Universal Phenomenon
Source: GfK Futurescope, 2011 Source: GfK Futurescope, 2011
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 54
My Organization Has Established A Group To Focus On Digital/Mobile
(US/NA)
Where Does Digital/Mobile Management Reside In Your Organization? (US/NA)
(Top Responses)
Significant Uptick In Creation Of Dedicated Digital/Mobile Groups Is Evident
The marketing function is the dominant “owner”
of Digital/Mobile within their organizations
Source: GfK Futurescope, 2011 Source: GfK Futurescope, 2011
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 55
“My Organization Is Prepared To Manage Impact Of Digital/Mobile”
Establishing A Dedicated Digital/Mobile Function Appears To Significantly Boost Readiness
Even with a group, absolute readiness levels remain a concern
Source: GfK Futurescope, 2011
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 56
Rules Of The Road –
Shopper Marketing Leadership
Digital/Mobile leadership vital to credible SM leadership
Void of industry leadership spells opportunity– And risk if not seized
Start with real commitment– Including assigning clear
ownership in organization
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 57
Questions? Comments? Ideas?
Joe Beier(203) 571-1443
GfK Interscope Xtreme Shopper Marketing
Xtreme Shopper Marketing September 2011.pptx © Copyright GfK Custom Research North America 2011. Proprietary and Confidential
Page 58
An Organized And Fast/Easy Shopping Experience Is Universally Sought Across Both Bricks And Clicks Environments
Online shoppers put more emphasis on safety and information
Ideal Attributes Ideal Attributes –– InIn-- store Shoppingstore Shopping
% Rating in % Rating in Top 5Top 5
Organized 54%
Friendly 44%
Clean 42%
Fast 41%
Orderly 35%
Easy 32%
Ideal Attributes Ideal Attributes –– Online ShoppingOnline Shopping
% Rating in % Rating in Top 5Top 5
Fast 65%
Easy 58%
Organized 55%
Safe 47%
Effortless 43%
Informative 40%Source: GfK Futurebuy, 2011 Source: GfK Futurebuy, 2011