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® © 2013 Inmar, Inc. All Rights Reserved.
Agenda
• About Inmar Analytics • Survey Methodology and Overview • Three Trends in the “New Couponer” • New Couponer Demographics • Hispanic Couponers • Making learnings actionable
2
® © 2013 Inmar, Inc. All Rights Reserved.
What is Inmar Analytics?
3
• Consulting team led by John Ross, President of Inmar Analytics
• Experience working with retailer and manufacturer data to provide strategic benefits to clients
• Team includes retailers, marketing executives, strategists, and analysts
® © 2013 Inmar, Inc. All Rights Reserved.
Inmar Analytics
Behavioral Analytics
Loyalty Generation
Promotion Consulting
• What influences shopper decision making • What shopper barriers we need to overcome • What offers / information will drive conversion
How we can work with you
• Where shopping actually starts • Where best to reach the shopper • How to leverage the store as a media channel • How to make sense of the emerging
digital shopper media space
• How to track promotion performance • How to link promotions to retail metrics • How to optimize spending across methods • How to manage promotions & minimize fraud
® © 2013 Inmar, Inc. All Rights Reserved.
Shopper Behavior Survey Overview & Methodology
5
More than 1,000 shoppers who used a coupon in the past three months answered questions about:
• their shopping behavior
• how they engage with technology while pre-shopping and in-store
• the types of coupons they use
• how they discover/acquire coupons
• their attitudes towards coupon use
® © 2013 Inmar, Inc. All Rights Reserved.
Changing shopper sentiment: From effort to entitlement
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“If I put in the effort, I can get deals on the brands I buy.”
“If I shop a store a lot, I shouldn’t have to work for deals I deserve.”
® © 2013 Inmar, Inc. All Rights Reserved.
Shoppers Expect Easy Offer Discovery & Redemption
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38% “There are too many rules/exclusions for using coupons.”
30% “It takes too much time to find coupons.”
28% “Using coupons slows down my shopping.”
2012 Inmar Shopper Behavior Survey
® © 2013 Inmar, Inc. All Rights Reserved.
Shoppers Expect Personalized Offers
65% Want emails from retailers with coupons for products they normally buy
65% Want coupons loaded to their store loyalty card for products they normally buy
70% Think retailers try to find offers on brands they like to buy 78%
Want coupons automatically applied to their purchase
2012 Inmar Shopper Behavior Survey
® © 2013 Inmar, Inc. All Rights Reserved.
The “New Couponer” has a smartphone on hand
Goldman Sachs, 2011
of U.S. mobile users will have smartphones
By 2015 Coupon methods used (on average)
Smartphone User = 7.12
Non-smartphone User = 5.19
® © 2013 Inmar, Inc. All Rights Reserved.
What Couponers with Smartphones are Saying
45% “I wish all coupons were digital” 50%
“I want coupons sent to my mobile phone for products that I normally buy”
53% “I would like to be able to present the coupon to the cashier using my mobile phone”
73% “I would use coupons more if they were available online”
2012 Inmar Shopper Behavior Survey
64% of respondents use a smartphone
® © 2013 Inmar, Inc. All Rights Reserved.
67% of smartphone users have accessed coupons from a mobile phone app
14
® © 2013 Inmar, Inc. All Rights Reserved.
2 out of 3 shoppers would use more coupons if there were more available online
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® © 2013 Inmar, Inc. All Rights Reserved.
Coupon Method Usage
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Sunday Newspaper
62%
Product package
49%
Store circular 55%
Coupon website
47%
Delivered to my home
44%
Store loyalty
card 41%
Printed with store
receipt 37%
Store shelf 36%
Mfr website
35%
Retail website 35%
Retailer email 32%
Handed out in-store 31%
mag
azin
e 31
%
Blog
, for
um
or e
mai
l 30
%
Facebook 18%
Mobile phone app
18% Mobile text
alert 18%
Kiosk in-store 23%
® © 2013 Inmar, Inc. All Rights Reserved.
Frequent Couponers Shop More . . .
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Number of Trips to a Grocery Store (in the Past 30 Days)
8%
11%
30% 22%
30% Heavy
Couponer
12%
10%
38%
17%
24% Medium/
Light Couponer
0 trips
1 trip
2-3 trips
4 trips
5+ trips
0 trips
1 trip
2-3 trips
4 trips
5+ trips
® © 2013 Inmar, Inc. All Rights Reserved.
. . . And Spend More
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Spend $50 or more
Medium/Light Couponers
Spend $50 or more
Heavy Couponers
Average Grocery Spend Per Trip
® © 2013 Inmar, Inc. All Rights Reserved.
Average Number of Coupon Methods Used
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6.43 Overall
7.11 35+
6.00 Under 35
6.76 Female
5.68 Male
7.32 Hispanic
6.12 Non-
Hispanic
7.49 Kids
5.47 No kids
® © 2013 Inmar, Inc. All Rights Reserved.
“It takes too much time to clip coupons” 23
30% Hispanic
22% Non-
Hispanic
® © 2013 Inmar, Inc. All Rights Reserved.
“I am not always sure which stores will accept my coupons”
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44% Hispanic
34% Non-Hispanic
® © 2013 Inmar, Inc. All Rights Reserved.
“There are too many rules/exclusions for using coupons”
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49% Hispanic
34% Non-Hispanic
® © 2013 Inmar, Inc. All Rights Reserved.
“I wish all coupons were digital” 26
44% Hispanic
35% Non-
Hispanic
® © 2013 Inmar, Inc. All Rights Reserved.
Mobile Use Among Hispanic Shoppers
27
Smartphone Users
60% 74% 30%
of Hispanic smartphone users • accessed coupon
from mobile phone application
• received coupon as mobile text alert
® © 2013 Inmar, Inc. All Rights Reserved.
Mobile Use Among Hispanic Shoppers
28
Smartphone Users
60% 74% 58%
of Hispanic smartphone users • want coupons sent to
their mobile phone for products that they normally buy
• would like to be able to present the coupon to the cashier using their mobile phone
® © 2013 Inmar, Inc. All Rights Reserved.
How can I ensure accountable
promotions and maintain control over
my budget? Prom
otio
ns
Man
ager
:
How can I get direct access to my shoppers and leverage new tools
to reach them? Shop
per
Mar
ketin
g:
How can I prove out ROI and tie
media campaigns to sales? M
edia
/
Digi
tal
How can I reach, target, and influence
my shoppers effectively?
Brand M
anager
How can I work with the retailer in a strategic way, beyond just markdowns?
Trade
® © 2013 Inmar, Inc. All Rights Reserved.
Challenge to solve:
31
Shoppers are using new and emerging
technologies to help them to shop smarter.
® © 2013 Inmar, Inc. All Rights Reserved.
Challenge to solve:
32
Shoppers expect a personalized and easy shopping experience.
® © 2013 Inmar, Inc. All Rights Reserved.
Challenge to solve:
33
Shoppers want more digital coupon options.
® © 2013 Inmar, Inc. All Rights Reserved.
Contact Inmar To Discuss Our Solutions
• Behavioral Analytics • Targeted Digital Offers • Real-Time Scoring and Redemption • In-Store Partnerships
34
Contact your Inmar Representative or reach us at 855.815.2646 | [email protected]