15. Usage of mobile phone in buying process
“ At a grocery retailer, I am interested in these apps…”
1 Discounts when checking-in 37%
28%
29%
2 Special deals offered 26%
28%
3 Product information via barcodes 28%
23%
4 Payment 21%
23%
5 Augmented reality to try out products 18%
18%
6 Most efficient shopping route 22%
19%
7 Share shopping list 20%
21%
8 Dedicated store web sites 15%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone
16. Usage of mobile phone in buying process
“ At a fashion retailer, I am interested in these apps…”
61%
1 Special deals offered 50%
53%
2 Discounts when checking-in 49%
45%
3 Product information via barcodes 40%
23% 41%
4 Payment 21% 38%
42%
5 Dedicated store web sites 33%
33%
6 Most efficient shopping route 34%
35%
7 Augmented reality to try out products 29%
26%
8 Share shopping list 25%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
N (Germany) = 293 / N (UK) = 298 / Filter: Only fashion brands and if have mobile phone
17. 1. People
will
appreciate
you
for
it.
And
they
might
spend
some
more
money.
free Wifi.
2. You
can
welcome
your
customers.
3. People
are
encouraged
to
talk
about
you
and
your
offering.
18.
19. // I WILL NEVER FORGET THE DAY… Happy
Extreme experience (e.g.
skydiving, mount climbing) When I was dumped
by my partner
Graduated
Meeting the love
of my life
Becoming a sport Surprise
Death of a person
champion N = 40
close to me
Happiness
Anger
My first kiss N = 156 N = 13
Got my driving license
When I got in a fight
Fear
Disgust
N = 30 N = 14
New school Discovered I had no
Sadness
real friends when I
N = 93
Moved needed them most
Encountered aggression
Was diagnosed Being dumped by my
with a serious boy/girl friend
Parents got illness
divorced
Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania,
Poland, Brazil, India, and China.
23. Source: InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France,
Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.
24.
25.
26. R2=.57
R2=.62
R2=.74
InSites Consulting Brand Model tested by path analysis
27. I have a CRUSH on… H&M
Mean Scores
In UK and Germany H&M has really positive scores
on self-identification, happiness and leverage.
7,5
7,3
7,2
6,8
6,5
6,1
5,9
6,2
6,3
6,3
Brand
7,3
Leverage
7,1
N (Germany) = 284 N(UK) = 272// Filter: If know H&M at least reasonably well
28. I have a CRUSH on… Zara
Mean Scores
Zara has positive scores (especially in UK), but a lower S
& H score in Germany, leading to lower brand leverage!
7,5
7,5
7,3
7,0
7,2
6,7
5,1
5,7
6,1
5,4
Brand
7,2
Leverage
6,9
N (Germany) = 158 N(UK) = 208// Filter: If know Zara at least reasonably well
29.
30. Brand knowledge
“Coolest grocery brand is…”
Tesco 22 % Rewe 14 %
ASDA 13 % Edeka 9%
Sainsbury’s 10 % Lidl 8%
Waitrose 8% Aldi 7%
Morrison’s 4% Kaufland 6%
Aldi 1% Real 5%
Marks & Spencer 1% Netto 3%
Lidl 1% Penny 2%
Globus 2%
Tegut 1%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
N (Germany) = 300 / N (UK) = 302 / Filter: Only grocery brands
31. Brand knowledge
“Coolest fashion brand is…”
Topshop/ Topman 12 % H&M 9%
River Island 8% Esprit 7%
Next 7% New Yorker 4%
Nike 5% Jack & Jones 4%
H&M 5% S. Oliver 3%
Newlook 5% Nike 3%
Zara 3% Zara 3%
Asos 3% Adidas 3%
Super dry 2% C&A 2%
Debenhams 2% Diesel 2%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
N (Germany) = 307 / N (UK) = 305 / Filter: Only fashion brands
51. QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you?
Source: InSites Consulting BENELUX study for LEVI’s Europe 2008
54. Touch points- Impact ranking of contact
moments
“ Positive impact on the image of grocery retailer…”
1 Website 60%
36%
43%
2 Advertising 65%
57%
3 Shop staff 49%
17%
4 Call center 11%
7%
5 Events or shows 16%
10%
6 Social media pages 12%
6%
7 Blogs 10%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone
55. Touch points- Impact ranking of contact
moments
“ Positive impact on the image of fashion retailer…”
1 Website 67%
58%
46%
2 Advertising 47%
39%
3 Shop staff 45%
16%
4 Social media pages 15%
11%
5 Events or shows 17%
13%
6 Call center 10%
8%
7 Blogs 8%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone
56.
57. Brand knowledge
“I have “friended” these fashion brands on Facebook…”
Next 12 % H&M 17 %
H&M 10 % Esprit 15 %
Zara 7% Boss 11 %
Gap 7% C&A 11 %
Diesel 7% Diesel 10 %
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
N (Germany) = 307 / N (UK) = 305 / Filter: Only fashion brands and if know the brands at least reasonably well
58. Brand knowledge
“I have “friended” these grocery brands on Facebook…”
Tesco 9% Lidl 7%
ASDA 5% Aldi 5%
Morrison’s 4% Kaufland 4%
Marks & Spencer 4% Edeka 4%
Sainsbury’s 3% Penny 4%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
N (Germany) = 300 / N (UK) = 302 / Filter: Only grocery brands and if know the brands at least reasonably well
84. Unique
//Template 1
① Sustain your unique proposition & style
• Tekst
② But adapt to the changing environment
③ Not forgetting about your core audience