1. SAATCHI & SAATCHI
THE LOVEMARKS COMPANY

2. SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
High Love
High Respect
BRANDS
High Respect
Low Love
COMMODITIES
Low Love
Low Respect
FADS
High Love
Low Respect

3. SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
Metro Cash & Carry
Marktkauf Billa
Paterson
Spar
Sed'moj continent
Real
Mosmart
Perekryostok
Ramstor
Auchan
RespectRespect
LoveLove
(Love average = 4.76)
(Respectaverage=5.89)
Low Love
Low Respect
High Love
Low Respect
Low Love
High Respect
High Love
High Respect
(Love divide = 5.71)
Carrefour not shown : small base less than 20
Supermarkets In Russia
Based On Aware

4. SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
Metro Cash & Carry
Marktkauf
Stranger
Sensuous
Auchan
Ramstor
Perekryostok
Mosmart
Real
Sed'moj continent
Spar
Paterson
Billa
Trusting
Nostalgic
Family LovePassionate Love
Authoritative
Practical Relationship Close Friendship
Romantic Love
Superficial
Casual
Acquaintance
Love & Hate
Temporary Affair
Hostile
Distant
Carrefour not shown : small base less than 20
Supermarkets In Russia
Based On Brand Most Often

5. SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
Assistants that can’t assist
„If I can't find something, I ask the shop
assistants, but normally this just
generates a frown. They have no idea
what is where, especially in large stores”
Olga Kuznetsova, 33, Moscow
„Questions
paralyze the
shop
assistants “
Xploring Auchan

6. SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
A downward spiral
„I’m excited about going shopping
when I leave my house, and when I
arrive at the store and see all the stuff.
But as it drags on I get bored and
frustrated by the long wait in line, and
finally the horror when I see how much
it costs!
Elena Korableva, 37, Moscow
„By the time I
leave I wonder
why I ever
chose to come
here.”
Xploring Metro

7. SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
More stuff, more fun
„I like this store because of all the
different product categories available
here: car oil, DVDs, products for
children. It’s like a shopping
playground”
Fedor Rodikov, 29, Moscow
„Bread is
boring, but
buying a film to
watch that night
makes it worth
the trip”
Xploring Metro

8. SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
Olga, 33, METRO:
„No toilet paper, time to go to Metro.“
Elena, 37, Auchan:
„The husband plays a critical role in hypermarket shopping
– driving to the store, handling the shopping cart, reaching
items high on the shelf, carrying heavy items, packing the
trunk – so he gets a say in where we go“
Xploring The Preparation Phase

9. SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
Xploring The Shopping Phase
Fedor, 29, Auchan:
„Check-out is the worst part…the line takes forever, you
wonder...how could anyone be so slow?“
Elena, 37, Auchan:
„When I see the big promos in the store, I think to myself - why
do I need these candies, we are not expecting guests? But then
I think…guests could come without warning, so…“

10. SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
Xploring The Evaluation Phase
Olga, 33, Auchan:
„There’s a feeling of satisfaction when you stock the
shelves at home and realize you have everything you
need to enjoy life “
Fedor, 29, Auchan:
„My reward for shopping is the joy and curiosity of my
son when he goes through the bags at home.“

11. SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
Focuses on the shopping experience from the
shopper’s point of view
Organizes and guides our approach to
understanding shoppers and their experiences
Identifies key barriers to purchasing
Generates valuable insights into the shopper’s
choices, needs and desires
Moves with the shopper through her cycle of
planning, searching and selecting, until she makes
her choice
Helps determine any gaps in our understanding
of the shopper and her experiences so we can
conceptualize any further work we need to do
Shopping Cycle

12. SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
Because different store types serve different needs –
different items signal a visit to the store.
The husband plays a critical role in
hypermarket shopping
People often talk themselves into buying
promotional items to take advantage of
savings
Everyone has favorite sections –
electronics, entertainment, bed and bath –
that they browse, whether they need items
or not, whenever the visit the store
Check-out is boring and frustrating – one of
the worst aspects of the experience
The shopping experience gets increasingly
less enjoyable as it progresses
There’s a feeling of satisfaction when they
stock the shelves at home and realize they
have everything they need to enjoy life.
The diversity of items/sections at
hypermarkets breaks the routine and makes
visits to these stores more exciting than
traditional stores
Xploring Summary

13. SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
• Service is a major issue and an obvious opportunity for
competitive advantage
• The diversity of items available makes Hypermarkets more
stimulating than traditional stores – communicating this
aspect of our wide product range could be differentiating
• The shopping experience declines as it progresses – finding
a way to end on a high note, at the store or after they get
home could drive loyalty (e.g. checkout/bag treats)
• People want an excuse to take advantage of promotions –
the right benefit claims at shelf should work harder than price
promotion alone
Xploring Conclusions

14. SAATCHI & SAATCHI
THE LOVEMARKS COMPANY