Exhibitionist#07 Richard Winter 18 giugno 2014

Experience design:

from retail to

tradeshow

Richard Winter, President of POPAIPalazzo Mezzanotte

June 18, 2014

• Non-Profit founded in 1936

• Global trade association with chapters in:

• Argentina

• Asia

• Australia/New

Zealand

• Benelux

• Brazil

• Central Europe

• DACH

• France

• Hungary

• India

• Italy

• Portugal

• Russia

• South Africa

• Spain

• Turkey

• UK/Ireland

• Host education seminars, display

competitions, networking opportunities, and

retail tours throughout the country

• Provide resources, education, ideas, advocacy

to marketing professionals

Who We Are

Point of Purchase Advertising International

Entry Interviews/Pre-Shop

• Shoppers ages 18 years or older interviewed about planned category, brand purchases

(documented from shopper list or shopper recall)

• Shoppers asked to return at conclusion of their shopping trip for a follow-up exit interview

Exit Interviews/Post-Shop

• Post-shopping interviews probed on items purchased and shopper perceptions of the store’s

shopability and attitudes towards the shopping experience

• Register receipts were scanned to capture and code all purchase information to compare reported

pre-store planned items and actual purchases

Eye-Tracking

• A sub-set of shoppers in both the 2012 and 2014 studies who passed screening criteria and agreed

to wear eye-tracking were asked to embark on their shopping trip and shop the store as they

normally would.

2014 Mass Merchant Channel Study

Methodology: A Key Driver of Valid Findings

RELEVANT

FINDINGS

1. Specifically Planned: Category and specific brand were planned prior to the store

2. Generally Planned: Category was planned but specific brand was not determined pre store

3. Substitute Product or Brand: Planned a specific category or brand but selected another

category or brand instead in the store

4. Unplanned: Bought an item that was not reported as planned prior to entering the store

Generally

Planned

Substitute

Unplanned

In-Store

Decision

Rate

1

2

3

4

3

42

Decision Types 2, 3 and 4 collectively make up the “In Store Decision Rate”

Purchase Decision Classification

34%30%

24%

18%

10%6%

15% 17%

2% 4% 6%3%

54%

60%55%

62%

Grocery 1986 Grocery 1995 Grocery 2012 Mass 2014

Most Recent POPAI Studies

Specifically Planned Generally Planned Substitute Unplanned

66% 70% 76% 82%

In Store: Purchase Decision Over Time

THE CHALLENGE

4%

32%

64%E

11%A

35%A

54%

21%

37%42%

I visited each aisle or section of the

store

I visited most aisles or sections of

the store

I only visited the aisles or sections

in which I planned to buy

something

Shopper Footprint

2013: Mass (N=2797) 2012: Grocery (N=2401) 1995: Grocery

I

Sig. differences noted using 95% confidence

A: Total Mass;; E: Grocery

Shopper Trip Planning: Store Footprint

Over time a trend towards reduced exploration in the store has occurred

• 75% of Shopper’s time is spent on the perimeter-POPAI

• 1/10 Shoppers visited 2 or less center store aisle-POPAI

• Grocery Retailer center of store sales down -3.4% since 2008-Nielsen 2013

Our Opportunity to Capture Attention is Narrowing

Research Shows:

Solutions:

• Wegmans: Moved towards using center

store to sell upscale non-food items

• Trader Joe’s: Shifted to an “all-store”

format while limiting the assortment in

the store

• Whole Foods: Fresh Food Format,

typically with smaller store and no real

center-of-store

EXPAND THE PATH

Shopping Path Trends

• The most focused shopping

path was associated with

significantly less unplanned

purchases in the last 20% of the

store trip

• Meanwhile, stores with the least

focused shopping paths had

significantly more unplanned

purchases during the last 20% of

the trip No Clear

Pathway

Pathways along

Grocery

Pathways to

Grocery

Alter the Flow of Traffic To Encourage Exploration

AVOID

OBSTACLES

Keep the Traffic Flow Free of Impediments

Prevent Shopper Path Obstacles

•Through eyetracking we see that restrictions in aisles

limit shopper viewing

•We also note that shoppers avoid congestion

•Keep aisles open and crowds out of the aisles

Prevent Shopper Path Obstacles

Do Obstacles Exist In Tradeshows?

OUR AUDIENCE

IS EVOLVING

…unless we connect with them on all levels.

We No Longer Have Their Complete Attention

•People rely upon their devices for input and guidance

•In 2012, 15% of shoppers used their phones in store

•In 2014, 31% of shoppers used their phones in store

•This creates great opportunities to further connect with our

audience, but we must seize the opportunity

•Provide apps to support their efforts

•Identify their presence to tune messages

CHANGING PRIME

VIEWING AREAS

Traditional Thinking Was Items Needed To Be At Eye Level

Shoppers Are Not Looking Where We Thought

• We now know Shoppers naturally look slightly to 25 degrees below eye level

• When the same type of products are distributed across multiple heights of a

shelving unit, the products located in the middle shelves tend to receive most

attention

Bread-Packaged

CREATE

ENGAGEMENT

Shoppers Want An Experience

• Today shoppers not only want an experience but they want to interact with products:

• POPAI’s 2012 Grocery Channel Research found that 66% of all products held were

purchased

• POPAI’s 2014 Mass Merchant Channel Research found that 56% of the time when

product was a held a product in the category was purchased

Hellmann’s Mayo

• Research From Center For Exhibition Industry Research (CEIR) explored preferred

attendee interactions on trade floors

• Attendees want immersive experiences

• Primary Goal to Understand the Products Showcased

• Interaction trumps traditional trade show floors as attendees want to engage and

experiment

Interactive Marshmallow

Stand at Expo

Trade Show Attendees Want An

Experience

Voting at Booth

BE UNUSUAL TO

ATTRACT SHOPPERS

Displays capture attention, as do shelves that are not “perfect”

26

• The more colorful or odd shaped, the more

attention and fixations, potential leading to a

purchase

• Fully faced shelves can become a “wall” of

product, while spaces that have been shopped

catch the eye of the shopper

Shopper Notice Things Out of the Ordinary

Colorful Display

Depletion Theory

KEY

TAKEAWAYS

30

Key Takeaways

So What Comparisons and Conclusions Can We Draw?

• Shoppers finalize decisions at the last moment

• We must draw them to all areas of our facility

• Obstacles can distract from offerings of potential interest

• Creating paths can expand our opportunities

• Prime viewing areas have changed, but can be influenced

• We need to engage the people we are targeting

• Humans notice unordinary situations

31

Key Takeaways

So What Comparisons and Conclusions Can We Draw?

• There is much more to learn

Thank you!

Richard Winter

President of POPAI Global

rwinter@popai.com

I’m happy to answer any

questions