HOW TO GET STARTED SHOPPER PROMOTION IMPACT REPORT

Transcription

1 HOW TO GET STARTED SHOPPER PROMOTION IMPACT REPORT Nicole Steward-Streng Shopper Insights Manager

2 Questions clients ask Am I targeting the right customer with my promotion plan? Am I spending on the right method mix? Am I maximizing my promotion dollars? 2

3 What you know about coupons today IS ALL TRANSACTIONAL What products were featured? How deep was the discount? How many coupons were distributed? What was the redemption rate? Where were coupons redeemed? 3

4 What you still need to know about coupons IS ALL BEHAVIORAL WHO redeems coupons? WHERE do they find coupons? WHY do they use coupons? HOW do coupons change shopper behavior? WHY do shoppers not use coupons? 4

5 Inmar s Shopper Promotion Impact Report Quarterly report at the category or subcategory level Provides relevant, timely shopper feedback Motivations to purchase Coupon influence on decision Future intent Channel of preference Barriers to coupon use 5

6 Methodology and reporting Sample specifications 2,200 interviews per month Conducted continuously via online survey Adults 18+ Primary/shared grocery shopper Shopped for groceries in the past 24 hours *Used a coupon in at least one product category Deliverables overview Quarterly and annual deliverables Category- or subcategory-level reports Annual benchmarks across metrics Customized and ad-hoc reporting available Specific metrics and data cuts on various dimensions Customized report format Custom report developed to address client business questions or topics of interest Full access to the comprehensive survey 6

7 Main reporting categories Household Breakfast Personal Care Snacks Frozen Pet Dairy Canned/Jarred Grains/Rice Health Packaged Meats Milk/Milk Substitutes Yogurt Butter/Margarine Cottage Cheese Dips/Spreads Ricotta Cheese Sour Cream Eggs/Egg Substitutes Creamer Baking Items Sauces/Condiments Non-Alcoholic Beverages Candy/Gum Bakery Items Produce Fresh Meats Prepared Foods Baby Formula Wine/Beer Spirits/Liquor 7

8 The nuts and bolts How can our business use this product? How does Inmar collect the data? What are the product deliverables? How can the product be customized? How much does this product cost? 8

9 How can our business use this product? 9

10 Who is using coupons % 28% 20% 15% 18% 8% Education Some High School 1% High School 30% Associates Degree 22% Bachelor s Degree 28% Some Post-Graduate 6% Graduate Degree 13% Marital Status Single 22% Living with Partner 10% Married 57% Widowed/Divorced/Separated 12% Income 12% 29% 24% 16% 13% Under $25k $25k-$49,999 $50k-74,999 $75k-$99,999 $100k-$149,999$150k-$249,999 $250k- $499,999 SNAP Participant 89% NO 11% YES 4% 1% <1% 0 Smartphone User 18% NO 82% YES $500k or more 10

11 How do coupons influence shopping behavior? 35% 11% I happened to find a coupon and it made me add the product to my list I delayed buying the product until I found this coupon 20% I actively searched for a coupon but would have bought the item without one 34% I happened to find a coupon but would have bought the item without one 11

12 How do promotion methods vary? FSI VS L2C Demographics Coupon Users Index: Millennials 42% Hispanics 9% Parents 51% TOTAL FSI L2C FSI Promotion Impact L2C Promotion Impact In the category for the first time A brand I otherwise would not 14% 5% More than planned 27% Sooner than planned 50% An alternative within a brand 4% In the Sooner than 12% planned category for the first time A brand I otherwise would not An alternative within a brand 13% 10% 30% 35% More than planned 12

13 How does Inmar collect The data? 13

14 Our trusted panel partners 14

15 Q1 sample by category Household Breakfast Personal Care N=1,260 N=1,019 N=1,090 Snacks N=943 Frozen N=1,080 Pet N=761 Dairy N=901 Canned/Jarred N=701 Grains/Rice N=717 Health N=783 Packaged Meats N=642 Baking Items N=569 Sauces / Condiments N=637 Non-Alcoholic Beverages N=726 Candy/Gum N=1,216 Bakery Items N=510 Produce N=524 Fresh Meats N=521 Prepared Foods N=96 Baby Formula N=702 Wine/Beer N=406 Spirits/Liquor N=383 15

16 Q1 subcategory data collection Top five subcategories Mints Energy/Protein Bars Cold Cereal Pet Food Toilet Paper/Flush-able Wipes Bottom five subcategories Pet Healthcare Products Deli-Type Salads Pet Bowls/Supplies Precooked Meat/Seafood Plastic Cutlery *Less than n=10 incidences of coupon use reported in each subcageory 16

17 Defining coupons 68% of respondents said they presented a paper coupon that could be used at any store or digital coupon loaded to their shopper loyalty card or associated with their phone number 17

18 What are the product deliverables? 18

19 Deliverables Annual report with benchmarks Quarterly report of core metrics 19

20 Core report metrics Context around the purchase Categories purchased vs. coupon used Number of coupons shopper brought with them to the store Spend during last grocery trip Retail channel where purchased Trip type (stock-up, fill-in, special purpose, quick trip food, quick trip non-food) Product also on sale (stacking) Who shopper purchased product for (self, other adult, child, pet, etc.) First time purchasing product First time purchasing brand How shoppers find coupons Method of acquisition/discover (20+ methods including newspaper, store circular, on pack, with receipt, etc.) Coupon planning (e.g., actively searched, happened to find, delayed buying, etc.) Someone gave them a coupon (sharing). Characteristics of the coupon Where the coupon could be redeemed Coupon purchase requirements Stopping factor of coupon (e.g., graphics, size, theme, etc.) How the coupon was presented to the cashier Escalated discount available took escalated discount Behavior change Likelihood to buy current brand of product again without coupons Coupon impact on behavior (e.g., bought more, sooner, alternative brand, etc.) Barriers to coupon usage Barriers to coupon use by category Typical shopper behavior Typical frequency of coupon use Typical frequency of grocery shopping 20

21 Product deliverable schedule Quarterly report delivered 20 days after the quarter ends. Annual report delivered with Year End Trends book. Ad-hoc reports delivered within three weeks of request. 21

22 How can the product be customized? 22

23 Custom reporting Access to the comprehensive shopper survey instrument Ability to contribute limited questions to questionnaire for a fee Reporting on survey metrics not available in base-level reports Specific metrics and data cuts on various dimensions available 23

24 Guaranteeing readable base size Subcategory reported at quarter level Communicate interest as soon as possible Cost of quotas passed directly to the client 24

25 Customization Custom reports developed to address Client business questions or topics of interest examples include: Event-based report (e.g., coupon use Super Sunday weekend) Target demographic report (e.g., coupon use among Hispanic women) Method-specific report (e.g., category comparisons of FSI use) Ad-hoc reports 25

26 How much does this product cost? 26

27 Report annual subscription: Pricing per category / subcategory BASE REPORT CUSTOMIZED REPORT Category: $8,500 Category: $25,000* Subcategory: $11,500 Quarterly report (10-15 pages) on key metrics Annual report with key metrics and benchmarks Subcategory: $30,000* Metrics not available in the core report Additional data cuts on metrics in the core report Custom categories Custom formatting *Starting price, based on request 27

28 Additional product options Quarterly and annual data file $5,000 separately or $2,000 with report Unique customization for data files $2,500 Addition of survey questions *Must purchase customizable report for this option Quotas for subcategories, brands, methods, demographics, etc. $1,500/question* Cost based on incidence Ad-hoc reports $7,000-$15,000, depending on request 28

29 Bundling 29

30 Learning more 30

31 Sample reports Alcohol Dry Grocery Refrigerated 31

32 Getting started CATEGORY What level of reporting do you need? SUBCATEGORY Data Files Month Level Reports How granular do you need the report to be? Guaranteed Base Size Added/ Revised Subcategory Method- Based Analysis Demographic - Based Analysis Do you need any customization or additional reporting? Brand- Specific Information Event-Based Analysis Let s get started! 32

33 Nicole Steward-Streng

34 Click the survey button found on the session page. 34

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