Un Futuro Prometedor:

Transcription

1 Un Futuro Prometedor: Profiling the Hispanic Shopper Devora Rogers Senior Director, Retail Marketing Insights

2 About Inmar Manages more print and digital retail content than any other company globally Largest digital coupon networks for clip to card digital loyalty, operating in 15 countries Over $40 billion in payments and receivables 2

3 Across all shoppers 3

4 I have to be smarter than I used to be about the products I choose, what I feed my kids, how it was produced, what ingredients are in it and how I spend my money 4

5 65% I shouldn t have to work so hard to be a smarter shopper. Evolving shopper sentiment 5 Source: 2013 Inmar Shopper Study

6 Changing shopper sentiment: From effort to entitlement 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. Source: 2013 Inmar Shopper Study 6

7 Shoppers more engaged than ever before 5.4 sources sources 2014 proj. Grocery 4.7 Grocery 2.1 Source usage, retail purchases, North America 7

8 Hispanic shoppers are a growing demographic 53.3 million million % of the nation's total population Hispanics are the nation's largest ethnic minority. 1.1 million By 2060, nearly one in three U.S. residents will be Hispanic Number of Hispanics added to the nation's population between July 1, 2011 and July 1, Source: 2012 Population Estimates Source: Population Projections 8

9 Inmar Hispanic Study Methodology Online Survey 25 minutes Collected May 2014 Sample Design 1,010 interviews (n=702 Hispanic, n=306 non-hispanic) Adults 18+ Primary/Shared decision-maker for grocery and household purchases Visited a retail store in the past 7 days Acculturation scale for Hispanic shoppers based on measures from Pew Research Hispanic Trends Project, including language preference and generational status. 9

10 Study Demographics Hispanic Age Non-Hispanic % 26% 23% 7% 16% 18% 35% 30% Education Hispanic Non-Hispanic High School or less 21% 25% Associates Degree 33% 30% Bachelor's Degree 33% 31% Some post-graduate work or more 12% 13% Income 23% 18% 28% 28% 17% 16% 15% 12% 11% 10% 11% 11% Less than$20k $20k-$39,999 $40k-54,999 $55k-$74,999 $75k-$99,999 $100k+ Marital Status Hispanic Non-Hispanic Single 31% 23% Living with Partner 9% 7% Married 48% 45% Widowed/Divorced/Separated 11% 25% Households with children 51% 22% Hispanic Non-Hispanic Geographic Area Hispanic Non-Hispanic Urban 47% 27% Rural 13% 28% Suburban 40% 45% 10

11 Diversity under the Hispanic umbrella : Cultural origins represented in our sample Mexican 43% (Hispanic Shoppers n=702) Other 28% Puerto Rican 18% Spaniard 11% 23% were born outside of the United States 60% reported their parents were born outside of the United States Source: Inmar Hispanic Study (May 2014) 11

12 Five facts about Hispanic shoppers They are 1. Meeting their grocery needs beyond the traditional grocery store 2. Tech savvy, engaging with their smartphone across the shopper journey 3. More brand sensitive 4. Influenced by promotion and are looking for ease of use 5. Engaging with the healthcare system in non-traditional ways 12

13 Meeting their grocery needs beyond the traditional grocery store 13

14 Hispanic shoppers shop for groceries in more channels than non-hispanic shoppers Hispanics non-hispanics Grocery Warehouse Mass Club Merchandisers & Supercenters Drug Dollar & Discount Convenience Specialty Ethnic Salvage Stores & Flea Markets (Hispanic Shoppers n=702; Non-Hispanic Shoppers n=306) Statistically significant differences between Hispanic and non-hispanic shoppers at a 95% level of confidence Source: Inmar Hispanic Study (May 2014) 14

15 Ethnic foods are being purchased across channels Grocery Mass Merchandisers/Supercenters Ethnic Food Stores Warehouse club Dollar/Discount Drug Convenience Specialty Other (Not listed) I do not purchase ethnic foods at all 3% 10% 9% 23% 19% 16% 16% 38% 49% 56% (Hispanic Shoppers N=702) Source: Inmar Hispanic Study (May 2014) 15

16 Tech savvy, engaging with their smartphone across the shopper journey 16

17 Hispanic shoppers who shop online for groceries buy 40% of their total groceries online 20% Shop online for groceries In-store pick-up Mailed directly to their home 38% 74% (Hispanic Shoppers N=702) Source: Inmar Hispanic Study (May 2014) 17

18 Would you use online grocery ordering? Hispanic Shoppers Non-Hispanic Shoppers 58% Yes 33% Yes (Hispanic Shoppers n=702; Non-Hispanic Shoppers n=306) Source: Inmar Hispanic Study (May 2014) 18

19 More than three-quarters of Hispanic shoppers use smartphones Millennials Older Shoppers 9% Smartphone 90% Standard feature phone I do not use a mobile phone 29% 67% (Hispanic Shoppers N=702) Source: Inmar Hispanic Study (May 2014) 19

20 Top 10 ways Hispanic Shoppers are using their smartphone over the shopper journey Find store locations Look for online coupons to use in-store Plan which retail store to purchase product Look for information on upcoming sales Compare prices across different websites Look at images of the product Check availability of the item in the store Digitally clip a coupon online Compare features against other products Look at newspaper inserts online Neither Pre-Shopping In-Store Both 56% 55% 54% 53% 51% 49% 50% 49% 48% 46% (Hispanic Shoppers N=702) Source: Inmar Hispanic Study (May 2014) 20

21 Top 10 ways Hispanic Shoppers are using their smartphone over the shopper journey Find store locations Look for online coupons to use in-store Plan which retail store to purchase product Look for information on upcoming sales Compare prices across different websites Look at images of the product Check availability of the item in the store Digitally clip a coupon online Compare features against other products Look at newspaper inserts online Neither Pre-Shopping In-Store Both 56% 55% 54% 53% 51% 49% 50% 49% 48% 46% (Hispanic Shoppers N=702) Source: Inmar Hispanic Study (May 2014) 21

22 More brand sensitive 22

23 Hispanic shoppers seek out a number of alternatives when a product is not available in-store Buy a similar product within the same brand 13% Buy an alternative brand of a similar product Ask the store associate to help find the product 21% 22% Ask the store associate to order the product 3% Go to a different store to find the product Go online in-store via a mobile device/tablet to see where else the product is available Go online to order the product from the retail site of the store you visited Go online to order the product from Amazon or another online retailer Not buy the product at all 4% 4% 6% (Hispanic Shoppers N=702) Source: Inmar Hispanic Study (May 2014) 11% 16% 14% of Hispanic shoppers end up online if they can t find the product in-store 23

24 Hispanic shoppers appear more brand loyal If a product was out of stock at my local retail store, it would make me less loyal to that retail store (vs. the brand) 26% 19% 33% 29% 27% 27% 11% 20% Hispanic Non-hispanic 3% 5% Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree (Hispanic Shoppers n=702; Non-Hispanic Shoppers n=306) Source: Inmar Hispanic Study (May 2014) 24

25 Hispanic shoppers are more forgiving of brands when it comes to expired product "I discovered a non-food product that I purchased was expired." "I discovered a food product that I purchased was expired." 45% 36% 53% 43% Retailer Brand (Hispanic Shoppers n=702) Source: Inmar Hispanic Study (May 2014) 25

26 Influenced by promotion and looking for ease of use 26

27 Half of Hispanic shoppers report that promotions are very or extremely influential in thier decision to try a product Hispanic Non-Hispanic 19% Extremely Very 31% Not at all 11% Slightly 9% Somewhat 30% Extremely 15% Very 28% Not at all 15% 32% 10% Somewhat Slightly (Hispanic Shoppers n=702) Source: Inmar Hispanic Study (May 2014) 27

28 Half of Hispanic shoppers report that promotions are very or extremely influential in their decision to try a product 31% 30% 28% 32% Hispanic Non-Hispanic 19% 15% 9% 10% 11% 15% Extremely Very Somewhat Slightly Not at all (Hispanic Shoppers n=702) Source: Inmar Hispanic Study (May 2014) 28

29 89% of Hispanic shoppers regularly use the following types of coupons/special offers 34% 44% 65% 54% 55% Digital offers from the retail store Online coupons that print at home Paper coupons from the newspaper, direct mail, or store circular Coupons on product packages, shelf pads, or handed out instore Store discounts like buy-one-get-one (BOGO) and advertised sale prices (Hispanic Shoppers n=702) Source: Inmar Hispanic Study (May 2014) 29

30 Coupons are influencing these shoppers lists 50% Over of Hispanic shoppers make their shopping list and then search for coupons Most of the time 17% Always 4% but if they find the right offer many will adjust their list accordingly Never 6% Rarely 16% Sometimes 58% (Hispanic Shoppers n=702) Source: Inmar Hispanic Study (May 2014) 30

31 Digital coupons are helping in the search for deals 33% I wish all coupons were digital. 46% I often use paper coupons and digital coupons together. 37% I actively delay purchases to wait for coupons/special offers. (Hispanic Shoppers n=702) Source: Inmar Hispanic Study (May 2014) 31

32 But shoppers want it to be easy! Those without smartphones or mobile phones. "There are too many rules / exclusions for using coupons." 39% 24% "It takes too much time to find coupons." 37% 20% "I would use coupons more if they were available in Spanish." 17% 6% (Hispanic Shoppers n=702) Source: Inmar Hispanic Study (May 2014) 32

33 But shoppers want it to be easy! Those without smartphones or mobile phones. "There are too many rules / exclusions for using coupons." 39% 24% "It takes too much time to find coupons." 37% 20% "I would use coupons more if they were available in Spanish." 17% 6% 29% of Hispanic shoppers who scored low on the acculturation scale would use more coupons if they were available in Spanish (Hispanic Shoppers n=702)) Source: Inmar Hispanic Study (May 2014) 33

34 Engaging with the healthcare system in nontraditional ways 34

35 More than half of Hispanic shoppers have visited a retail clinic Hispanics 46% Non-Hispanics 22% 20% 79% 34% 9% of Hispanics report having health insurance of Hispanics fill their prescriptions where they buy groceries 3% Never Rarely Sometimes Most of the Time Always (Hispanic Shoppers n=702 Statistically significant differences between Hispanic and non-hispanic shoppers at a 95% level of confidence Source: Inmar Hispanic Study (May 2014) 35

36 90% of Hispanic shoppers are using technology to engage in their healthcare and learn about their options Learn about a medical condition that I have been diagnosed with Learn about treatment side effects Determine diagnosis for my symptoms Compare treatment options Read drug/treatment reviews from medical professionals Read drug/treatment reviews from other patients Remind me when to pick up my prescription Speak with my healthcare provider Compare costs of prescription medications Track and manage my diet and exercise Find coupons or rebates for my medication Speak with my pharmacist Join a support group of people with my medical condition (Hispanic Shoppers n=702) Orange bars indicate significantly higher than non-hispanic shoppers at a 95% level of confidence 22% 72% 72% 62% 59% 55% 51% 50% 48% 46% 45% 39% 39% Source: Inmar Hispanic Study (May 2014) 36

37 Rewards programs are important to Hispanic shoppers How important is it to you for a pharmacy to have a rewards program linked to in-store savings? Not at All 4% Not Very 8% Neither 26% Very 23% Somewhat 34% 45% would switch pharmacies for a store discount (Hispanic Shoppers n=702) Source: Inmar Hispanic Study (May 2014) 37

38 Ease and convenience are also important 83% 51% Drive-thru Close to my home or work prescription pick-ups 45% Website to shop online 51% or text reminders for prescriptions 44% Ability to shop for groceries (Hispanic Shoppers n=702) Source: Inmar Hispanic Study (May 2014) 38

39 Conclusion 39

40 I have to be smarter than I used to be about the products I choose, what I feed my kids, how it was produced, what ingredients are in it and how I spend my money Prior to shopping, among Hispanics: 48% search for product information 35% compare product prices 40

41 65% I shouldn t have to work so hard to be a smarter shopper. 45% of Hispanics want a website that allows them to shop online 51% want or text reminders for prescriptions 46% want drive-thru prescription pick-ups 35% say takes too much time to find coupons Evolving shopper sentiment 41 Source: 2013 Inmar Shopper Study

42 Changing shopper sentiment: From effort to entitlement If I put in the effort, I can get deals on the brands I buy. 34% of Hispanic shoppers regularly use digital offers that are either loaded to their store loyalty card or associated with their phone number If I shop a store a lot, I shouldn t have to work for deals I deserve. Source: 2013 Inmar Shopper Study 42

43 What the future holds: Meet Itzel, 19, a third generation Mexican American living in NC How she plans for shopping: Unless its a really good deal, we know exactly what we are going to buy and exactly what we re going to pay. If its one penny off we let the cashier know. About technology: My phone is always with me if its not I freak out, I use Facebook, Instagram, Yahoo News, s from retailers though I do not give all marketers my . Concerned about health: Buys organic foods primarily, even if she eats from coupons if I can give him the best, I will do so. About needing to save: I am young, trying to finish school, my husband is trying to finish school, I have a one year old, and money is tight. My mom taught me everything I know about saving. She handed this down to me. Who wouldn t want cheaper stuff? Wishes: More promotions were available for milk and more organic products were available. 43

44 Why Hispanics are the shoppers you have been waiting for: They spend more They are promotionally minded They are digitally invested They are ad and marketing responsive They are brand loyal 44

45 Thank you! Questions? Contact Devora at