How Generation Y will affect marketing and branding for retailers.

5. //Template 1
• Tekst

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.

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.

20. Happy

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.

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

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

32. Cool

33. //COOL =
0.38*Original
Cool

37. //COOL =
0.20*Popular
Cool

39. Cool

40. Cool
//Template 1
• Tekst

41. Cool
//Template 1
• Tekst

42. Cool
//Template 1
• Tekst

43. Cool
//Template 1
① Act, don’t tell
• Tekst
② Innovate and surprise
③ Friends are the COOL filter

45. Real
//Template 1
• Tekst

46. //Authenticity for
Generation Y
Real

47. Real

49. Real
//Template 1
• Tekst

50. //Human
branding
Real

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

52. //re-Humanizing
marketing
Real

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

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

60. //Template 1
• Tekst

61. Real

65. Real
//Template 1
① Stay true to your roots, but don’t shout
• Tekst
② Warm is the new cool
③ Be open and respectful, listen (like friends)

69. Local,
regional,
Fresh
Legen
sehr
viel
Wert
auf
Bioprodukte.

71. Quality,
Choice,
Overview
steht
für
beste
Qualität

73. More
upmarket
than
other
supermarkets.
Upmarket,
Natural

74. Levis
gibt
es
schon
lange
und
habe
die
jeans
gerne
getragen.
hat
eine
gute
qualität
Quality,
affordable,
tradiIon

75. Style,
character,
personality
i
like
its
style,
creaIvity
and
fashion
concepts

77. Unique
//Template 1
• Tekst

78. Recipe
stalls
at
Kochhaus
BERLIN

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

85. Unique
//The core target group…
//Template 1
• Tekst

86. //Template 1
• Tekst

87. &
genY
GOOD
LUCK
TO
ALL
OF
YOU