Some consumer facts. Uw verpakking door de ogen van de consument Ludovic Depoortere ROGIL - MARKETING & SENSORY RESEARCH

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1 Uw verpakking door de ogen van de consument Ludovic Depoortere 1 ROGIL - MARKETING & SENSORY RESEARCH 1974 Worldwide Quantitative & Qualitative Researc h Specialised in sensory research Eyetracking specialist with latest technology and models DIAVULLEND BEELD 2 Some consumer facts 3 1

2 Consumer facts What % of purchase related decisions are made at point of sales? Depending on the product category 50% to 70%! 4 Consumer facts In how many seconds are decisions of consumers made at point of sales for low involvement goods? On average in 2-3 seconds Max. 7 seconds Let s find out 5 6 Which brands did you see? 2

3 Writes down brand name : 22% Brand in mind: 39% 7 Consumer facts The proliferation of SKU s Enhances shopper stress to make choices Demands a facilitator for the shopper What is the average number of different articles in a supermarket? articles shouting for the shoppers attention who spends on average minutes in the shop! 8 Consumer facts What is the main reason why 8 on 10 new product launches flop? Products were not considered at shelf ( unseen is unsold ) 9 3

4 Is shopping a rational process? 31 % 10 Salient search path 68 %

5 Above eye-level = 30% decline in visibility - 30% Eye-level Arm-level = maximum visibility - 10% #1-10% Bottom shelf = 20% decline in visibility - 20% 13 Mother, why do we pack? 14 From explicit to implicit Source: BIV Dag van de Verpakking Feb 2009 (Siegfried Dewitte, Madeleine Janssens, Ludovic Depoortere 15 5

6 The different senses are at play: 5 senses + the 6th sense Source: BIV Dag van de Verpakking Feb 2009 (Siegfried Dewitte, Madeleine Janssens, Ludovic Depoortere 16 Let the game begin Which brands do you recognize?

7 Two moments of truth. 19 The moments of truth The first moment of truth (stimulate trial) Who would you rather date? Source: BIV Dag van de Verpakking Feb 2009 (Siegfried Dewitte, Madeleine Janssens, Ludovic Depoortere 20 The moments of truth Visibility Recognition Findability Eye Movement Registration in combination with tachistoscopic research Esthetical attraction power Brand & product image Liking & purchase intent Specialised quantitative & qualitative research methods 21 7

8 ATTRACTION POWER Focus within first 3 seconds 41 % 26 % 22 Fixation Order The moments of truth The second moment of truth (build loyalty) With whom would you spend the rest of your life? Cheats Never there for you Always having fun without you Shops when you look after the kids Reliable Romantic Great lover Honest Source: BIV Dag van de Verpakking Feb 2009 (Siegfried Dewitte, Madeleine Janssens, Ludovic Depoortere 24 8

9 Now let s experience the real thing 25 CASE STUDY - FAIRTRADE

10 SHARE OF FAIRTRADE? ,4 % of attention 30 10

11 4,2 % 31 12,2 % 32 EASINESS TO FIND FAIRTRADE 33 11

12 7,6 Seconds Benchmark: 3,4 34 1,9 Seconds Benchmark: 3,4 35 ORDER OF FIXATION 36 12

13 37 38 Single & Consistent Message Design for a single clear message: How does Fairtrade strenghten your USP. -> Repeat the logo in a consistent way -> Big enough -> Contrasting -> Explanation on back-side 39 13

14 Principles to drive effective packaging Design for visibility Remember the first seconds There is a strong positive correlation between shelf visibility and purchase intention/consideration. Catch the attention! 41 Option 1: Maximize Shelf Space % attention % shelf space 32 facings 19% 18% = 1.03 Share of fixations / Share of shelf space in the 7 sec. free gaze 42 14

15 Option 2: Have a contrasting pack % attention % shelf space 9 facings 15% 8% = 2.04 Reus comes in large sizes, uses explicit colours and a large brand name on the pack. 43 Visibility in the shop is a matter of CONTRAST And contrast comes from many sources: Shape, Logo, Color, Size, On pack promo etc. Enhances visibility: Striking and contrasting colours in shelf Colour blocking Unique shapes Starting point = mostly a point of visual CONTRAST Source: PRS International 44 Some examples Colour Blocking Which is the category colour of Paprika/pepper chips/potatoes? Unique shapes 45 15

16 2. Design for shop - ability 46 Findability Ensure that shoppers find the product they want to buy Facilitate the shopper experience findability Consistency in lay-out info house style Integrated communication: be identifiable recognizable POS materials to support findability Design to drive consumption 48 16

17 Link to the Second Moment of Truth 49 Have we created realistic expectations? Packaging Functionality Exercises Holding and Dispensing Product Usage Tasting, Experiencing, odour, colour etc. Consumption Patterns Home Use Tests The fastest way to kill a product is to create expectations that it does not meet Design for differentiation It is crucial for a packaging to embody a key dimension on an immediate, intuitive level, without relying on text or claims 51 17

18 It is best to visually Own the dimension that ties most directly to the end benefit. 52 In conclusion: Innovate!!! 53 Ludovic Depoortere Managing Director Rogil Research

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