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Halverson Group: How People Shop for Denim

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We looked at the factors that go into choosing a pair of jeans and how these factors should influence messaging.

Publicado en: Datos y análisis
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Halverson Group: How People Shop for Denim

  1. 1. 1 Journey to jeans How people shop for denim
  2. 2. 2 So many choices… which pair is right for me? 2
  3. 3. 3 ChoicesTM Journey to Jeans 1. The EFFORT put in 2. The role HEAD versus HEART 3.  The COMPLEXITY of the decision 4. The RISK of a wrong decision 5. Whether the goal is to stay in or get out of your COMFORT ZONE 6. The amount of ENJOYMENT you get out of the process To understand how people shop for jeans, we need to understand how they shop. Halverson Group has identified six factors that influence all consumer decisions.
  4. 4. 4 High Effort Low Effort Open to Change Routine High Reward Low Reward HeartHead Low Risk High Risk Complex Simple Televisions Cable TV Services Car Insurance Vacations Streaming/Digital Music Services Jeans Make-up Movie Tickets Chewing Gum Beer Ground Coffee Facial Tissue Glass/Window Cleaner “I’m going to give this a try—if it doesn’t work out, no big deal!” “This is so exciting. I have to discuss this with my friends!” “The stakes are high. I don’t want to screw this up.” “I’m fine with doing what I always do— not going to overthink this.” Our research showed that shopping for jeans falls roughly in the middle of the high-effort, high-heart quadrant—somewhere between make-up and vacations. ChoicesTM Journey to Jeans
  5. 5. 5 Generally speaking, jeans are fun and highly rewarding to shop for—that’s no surprise. But once the price goes up, things start to get serious. 5
  6. 6. 6 High Effort Low Effort Open to Change Routine High Reward Low Reward HeartHead Low Risk High Risk Complex Simple ChoicesTM Journey to Jeans THE GREATER THE PRICE, THE GREATER THE: •  risk •  complexity •  involvement •  exploration •  reward •  heart Shopping for jeans that cost $80 or higher is more intense than planning a vacation. Jeans <= $25 Jeans $26- $40 Jeans - $41- $79Jeans Make-up Jeans $80 + Vacations
  7. 7. 7 The journey to higher-priced jeans is 25% longer than for low- priced jeans, and the time devoted to sharing with friends post- purchase is three times as long. ChoicesTM Journey to Jeans $25 Jeans $80+ Jeans 15 days 20 days DECIDE BUY SHARE NEED/WANT 7 4 2 1 1 DECIDE BUY SHARE NEED/WANT 4 3 6 3 3 DAYSDAYSDAYSDAYSDAYS DAYS DAYS DAYS DAYS DAYS
  8. 8. 8 We also analyzed the touch-points people engage with on their journey. ChoicesTM Journey to Jeans In-Store Self-Directed Word of Mouth Traditional Media Coupons/Loyalty Websites Direct Contact Social Media Review Sources Search Engines
  9. 9. 9 We learned that regardless of price point, the in-store experience is particularly important to those shopping for jeans, compared to, say, chewing gum. ChoicesTM Journey to Jeans Indices based on penetration Penetration 76% Self-Directed 61% In-Store 59% Word of Mouth 50% Traditional Media 46% Coupons/Loyalty 43% Website 39% Direct Contact 31% Reviews 30% Social Media 26% Search Ÿ Jeans Ÿ Television Ÿ Vacations Ÿ Beer Ÿ Cable TV Ÿ Car Insurance Ÿ Chewing Gum Ÿ Facial Tissue Ÿ Glass Cleaner Ÿ Coffee Ÿ Makeup Ÿ Movie Theater Tickets Ÿ Streaming Music 0 50 100 150 200 250 9
  10. 10. 10 But when you account for price, suddenly the in-store experience is just part of the picture. People shopping for more expensive jeans are engaging in a lot of touch- points. ChoicesTM Journey to Jeans Indices based on penetration Penetration 76% Self-Directed 61% In-Store 59% Word of Mouth 50% Traditional Media 46% Coupons/Loyalty 43% Website 39% Direct Contact 31% Reviews 30% Social Media 26% Search Ÿ Jeans < $25 Ÿ Jeans $26-$40 Ÿ Jeans $41-$79 Ÿ Jeans $80+ 0 50 100 150 200 250 10
  11. 11. 11 People also engage with touch-points very differently based on whether they are replacing an old/worn pair versus updating their wardrobe. ChoicesTM Journey to Jeans Indices based on penetration Penetration 76% Self-Directed 61% In-Store 59% Word of Mouth 50% Traditional Media 46% Coupons/Loyalty 43% Website 39% Direct Contact 31% Reviews 30% Social Media 26% Search Ÿ Replace an old/worn pair Ÿ Update wardrobe 0 50 100 150 200 250 11
  12. 12. 12 So, what did we learn about shopping for jeans? Price dramatically affects the journey. In-store experience is critical at all price points and all stages. And the journey doesn’t end after purchase, especially for high-end jeans. But, wait—there’s more. 12
  13. 13. 13 •  By category •  By brand •  By demographics •  By loyalty •  By price sensitivity •  By experience •  By knowledge level •  By purchase cycle •  By channel •  By purchase location •  By store channel •  By spontaneity •  By shopping mode •  By trigger type ChoicesTM Journey to Jeans We could tell you a lot more about shopping for jeans. But the point is, our Choices ™ tool provides a lens through which to examine your entire brand ecosystem—however you want to. 13
  14. 14. 14 And having access to this data just might be as exciting as a new pair of jeans. 14
  15. 15. 15 Interested in learning more? We’d love to hear from you. 708.524.8080 contact@halversongroup.com 15

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