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How to build strong retail brands
for the new consumer?
JOERI VAN DEN BERGH
Co-founder, Gen Y expert, author
InSites Consulting
@joeri_insites on Twitter
Good Morning
Bergen
Follow me
@joeri
Good
Afternoon
up-to-date info:
howcoolbrandsstayhot.com
Follow me on Twitter:
@joeri_insites
@joeri_insites
@joeri_insites @joeri_insites
@joeri_insites @joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
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@joeri_insites
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@joeri_insites @joeri_insites
@joeri_insites
Appsessed
@joeri_insites
Usage of mobile phone in buying process
37% 28%
N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone
1 Discounts when checking-in
29%
26%
28% 28%
23%
21%
23%
18%
18%
2 Special deals offered
3 Product information via barcodes
4 Payment
5 Augmented reality to try out products
6 Most efficient shopping route
7 Share shopping list
8 Dedicated store web sites
22%
19%
20%
21%
15%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
“ At a grocery retailer, I am interested in these apps…”
@joeri_insites
@joeri_insites
@joeri_insites
Usage of mobile phone in buying process
61% 50%
N (Germany) = 293 / N (UK) = 298 / Filter: Only fashion brands and if have mobile phone
2 Discounts when checking-in 53%
49%
40% 45%
23%
21%
42%
33%
33%
1 Special deals offered
3 Product information via barcodes
4 Payment
7 Augmented reality to try out products
6 Most efficient shopping route
8 Share shopping list
5 Dedicated store web sites
34%
35%
29%
26%
25%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany
“ At a fashion retailer, I am interested in these apps…”
38% 41%
@joeri_insites
@joeri_insites
R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model tested by path analysis
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//Uniqueness by stealing from other industries
Unique
@joeri_insites
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Unique
@joeri_insites
//Authenticity for
Generation Y
Real
Real
@joeri_insites
Regionale Verbundenheit, hohe Qualität, aus der Region für die Region.
Legen sehr viel Wert auf Bioprodukte.
@joeri_insites
Große Vielfalt, gutes Preis Leistungsverhältnis, übersichtliche Auffächerung der Shops, mannigfaches Sortiment, gute Führung durch den Shop, Wegweiser etc. , netter Service
steht für beste Qualität
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
Happy
@joeri_insites
@joeri_insites
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Insert movie rorschach U by Kotex
Self
Global online contest to recruit 100 amateur soccer players in 55 countries => 16 final best against the best Over 150,000 soccer players!
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
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@joeri_insites
co-founder & gen Y researcher marketing author
Joeri Van den Bergh
www.howcoolbrandsstayhot.com
@joeri_insites