Epson POS (Point of Sale) Surveycanal.epson.es/html/html/ftp/EpsonPOS_Spain.pdfEpson POS (Point of Sale) Survey A survey conducted by Coleman Parkes Research for and on behalf of Epson

Epson POS (Point of Sale) Survey A survey conducted by Coleman Parkes Research for and on behalf of Epson and Splash PR

Final Results - Spain October 2012

Survey Background

• This study is based on 500 carefully controlled, detailed online surveys with these job functions:-

1

Number of interviews for Country

Number of interviews for Job function

120

Marketing Manager for a consumer

product

130

Brand Manager for a consumer product

250

Brand or promotions or marketing specialist

for a retailer

500 TOTAL

100 100 100 100 100

Total

500

• The questionnaire was designed by Coleman Parkes Research and Epson.

• All fieldwork was undertaken during August 2012. All online research was undertaken under the strict rules of ESOMAR and the MRS.

• This presentation covers the overall results and includes specific results for Spain

Q.1 Which of the following factors currently impact the type of signage that you use when promoting your products in-store? - Print

Multi-code

Base: Total Respondents % Slide 3

60

56

45

77

66

45

46

50

74

89

13

78

70

30

33

55

0 10 20 30 40 50 60 70 80 90 100

Age based demographics

Gender based demographics

Regional based demographics

The location where people will see it

The available budget

The objectives of the campaign

The type of product being promoted (e.g. highend versus mass market)

Duration of the campaign

Spain

Total

Q.1 Which of the following factors currently impact the type of signage that you use when promoting your products in-store? - Electronic

Multi-code


59

56

54

47

69

67

59

41

69

68

50

38

56

71

66

39

0 10 20 30 40 50 60 70 80




The location where people will see it



The type of product being promoted (e.g. high endversus mass market)


Spain

Total

Q.1 Which of the following factors currently impact the type of signage that you use when promoting your products in-store? - Electronic and Print (compared)

Multi-code


59

56

54

47

69

67

59

41

69

68

50

38

56

71

66

39

0 20 40 60 80




The location where people willsee it



The type of product beingpromoted (e.g. high end…


PRINT

60

56

45

77

66

45

46

50

74

13

78

70

30

33

55

0 20 40 60 80

Spain

Total

ELECTRONIC

Q.2a Which of the following dictates the POS media you use in-store?

Multi-code

% Slide 6

79

94

71

50

67

87

67

79

0 20 40 60 80 100

Total

Spain

Total

Spain

Hig

h e

nd

go

od

sC

om

mo

dity/m

ass m

ark

et

pro

du

cts

Electronic

Print

Base: Total Respondents

Q.2b Thinking forward to 2020 which media do you think will be most often used to promote your product to each of the following?

Multi-code


62

31

29

25

37

69

61

39

0 10 20 30 40 50 60 70 80

Total

Spain

Total

Spain

Hig

h e

nd

go

od

sC

om

modity/m

ass m

ark

et

pro

ducts

Electronic

Print

Q.2a Which of the following dictates the POS media you use in-store? - Now and 2020 (compared)

Multi-code

% Slide 8

79

94

71

50

67

87

67

79

0 20 40 60 80 100

Total

Spain

Total

Spain

Hig

h e

nd g

oods

Com

modity/m

ass m

ark

et

pro

ducts

62

31

29

25

37

69

61

39

0 20 40 60 80

Electronic

Print

2020 NOW



Multi-code

% Slide 9

77

92

66

19

67

86

51

40

0 20 40 60 80 100

Total

Spain

Total

SpainP

rodu

cts

aim

ed

at m

ale

s P

rod

ucts

aim

ed

at fe

male

s

Electronic

Print



Multi-code


62

28

51

55

34

56

43

45

0 10 20 30 40 50 60 70

Total

Spain

Total

Spain

Pro

du

cts

aim

ed

at m

ale

sP

rodu

cts

aim

ed

at fe

ma

les

Electronic

Print

Q.2a Which of the following dictates the POS media you use in-store? - Now and 2020 (compared)

Multi-code

% Slide 11

77

92

66

19

67

86

51

40

0 20 40 60 80 100

Total

Spain

Total

Spain

Pro

du

cts

aim

ed

at m

ale

s P

rod

ucts

aim

ed

at fe

male

s

2020 NOW

62

28

51

55

34

56

43

45

0 20 40 60 80 100

Electronic

Print



Multi-code

% Slide 12

74

68

67

66

83

99

88

100

85

69

91

100

69

77

60

71

55

63

55

49

53

77

57

75

0 20 40 60 80 100 120

Total

Spain

Total

Spain

Total

Spain

Total

Spain

Total

Spain

Total

Spain

Pro

du

cts

aim

ed a

tch

ildre

n

Pro

du

cts

aim

ed a

tte

en

s

Pro

du

cts

a

ime

d a

t 1

8

– 2

5 y

ea

r o

lds

Pro

du

cts

a

ime

d a

t 2

5

– 4

0 y

ea

r o

lds

Pro

du

cts

aim

ed a

t4

1-

65

ye

ar

old

s

Pro

du

cts

aim

ed a

tth

e o

ve

r6

5s

Electronic

Print



Multi-code


80

90

53

76

36

15

62

24

39

52

73

71

19

10

45

24

52

69

37

76

58

42

23

29

0 20 40 60 80 100

Total

Spain

Total

Spain

Total

Spain

Total

Spain

Total

Spain

Total

Spain

Pro

du

cts

aim

ed a

tch

ildre

n

Pro

du

cts

aim

ed a

tte

en

s

Pro

du

cts

a

ime

d a

t 1

8

– 2

5 y

ea

r o

lds

Pro

du

cts

a

ime

d a

t 2

5

– 4

0 y

ea

r o

lds

Pro

du

cts

aim

ed a

t4

1-

65

ye

ar

old

s

Pro

du

cts

aim

ed a

tth

e o

ve

r6

5s

Electronic

Print

Q.3 Which of the following are most important when you are deciding on:- Print POS Multi-code

% Slide 14

71

56

57

64

60

69

67

67

75

71

72

71

54

41

52

71

61

55

62

81

64

63

0 20 40 60 80 100

Customer impact

The need for faster turnaroundcampaigns

Cost

Nature of the product being promoted

Physical location of the POS materials

General competitive trends/response tocompetition

Time to market

Mass brand visibility

Call to action

Ability to fill a large space

Ability to fill a limited space

Spain

Total


Q.3 Which of the following are most important when you are deciding on:- Electronic POS

Multi-code

% Slide 15 Base: Total Respondents

52

75

71

57

61

67

71

64

69

68

73

51

70

60

64

69

55

76

67

54

54

63

0 20 40 60 80

Customer impact

The need for faster turnaroundcampaigns

Cost

Nature of the product being promoted

Physical location of the POS materials

General competitive trends/response tocompetition

Time to market

Mass brand visibility

Call to action

Ability to fill a large space

Ability to fill a limited space

Spain

Total

Q.4a What are the main objectives of your current in-store POS media activity, by type of media? Print POS

Single-code


35

41

50

26

68

10

32

42

0

73

0 20 40 60 80

Brand awareness generation

Brand positioning

Special offers promotion

Change of demographic/marketreposition

Sales drive

Spain

Total

Q.4a What are the main objectives of your current in-store POS media activity, by type of media? Electronic POS

Single-code


35

57

40

26

62

10

42

17

39

52

0 10 20 30 40 50 60 70

Brand awareness generation

Brand positioning

Special offers promotion

Change of demographic/marketreposition

Sales drive

Spain

Total

Q.4b Which of the following best describes how you currently manage your print POS activities?

Single-code


43

26

30

52

44

4

0 10 20 30 40 50 60

We print all of our requirements in-house

We print some of our requirements inhouse and others via an agency

All our printing for POS is via an agency

Spain

Total

Q.4c And how do you see this changing in the by 2020?

Single-code


21

44

35

8

13

79

0 20 40 60 80 100

We expect to print all of ourrequirements in-house

We will print some of our requirementsin house and others via an agency

All our printing for POS will be via anagency

Spain

Total

Q.4c And how do you see this changing in the by 2020? - Now and 2020 (compared)

Single-code


21

44

35

8

13

79

0 50 100

Spain

Total

43

26

30

52

44

4

0 20 40 60

We print all of ourrequirements in-

house

We print some ofour requirements inhouse and others

via an agency

All our printing forPOS is via an

agency

2020 NOW

Q.5 In terms of POS activity now, would you say volumes per campaign, by type of media are……?

Single-code


54

38

68

80

21

4

19

15

25

58

13

5

0 10 20 30 40 50 60 70 80 90 100

Total

Spain

Total

Spain

Print

Ele

ctr

on

ic

Increasing

Decreasing

Staying the same

Q.6 Which of the following factors are impacting the trend for print based in-store POS?

Multi-code

% Slide 22

65

40

57

35

64

68

54

17

42

10

72

70

0 20 40 60 80

Campaign value/budget

Need for more specific local activity

Competitive pressure

Campaign length

Drive from product providers needingquicker refresh

The drive to push up sales

Spain

Total


Q.7 Which of the following factors are impacting the trend for electronic in-store POS? Multi-code

% Slide 23

41

26

57

40

35

36

26

32

0

42

17

10

51

39

0 10 20 30 40 50 60

Campaign value/budget

Need for more specific local activity

Competitive pressure

Campaign length

Drive from product providers needingquicker refresh

The drive to push up sales

Desire to use new technology more

Spain

Total


Q.8 For the type of product that you promote what do you consider to be the optimum running time for a campaign in days? Q.9 By 2020 what would you envisage the optimum running time for a campaign in days to be then?

Open-end

Base: Total Respondents Mean Score Days Slide 24

9,2

9,5

7,7

6,8

0,0 2,0 4,0 6,0 8,0 10,0

Total

Spain

Optimum Runningtime 2020

Optimum Runningtime Now

Q.10 Which of the following dictate the campaign length for in-store POS?

Single-code

% Slide 25

66

49

62

70

40

49

56

55

45

61

17

27

0 20 40 60 80

The media being used


The product lifecycle

The competition response

New product developments

The success of the campaign

Spain

Total


Q.11a What is the frequency of change to campaigns and their supporting POS materials in store now?

Single-code


3

6

13

29

7

0

14

10

35

22

28

33

0 20 40 60 80 100

Total

Spain

Hourly

A few times a day

Daily

A few times a week

Weekly

Less often thanweekly

Q.11b And what do you envisage to be the norm by 2020?

Single-code


9

3

14

24

7

0

55

59

9

8

6

6

0 20 40 60 80 100

Total

Spain

Hourly

A few times a day

Daily

A few times a week

Weekly


Q.11b And what do you envisage to be the norm by 2020? - Now and 2020 (compared)

Single-code


9

3

14

24

7

0

55

59

9

8

6

6

0 20 40 60 80 100

Total

Spain

Hourly

A few times a day

Daily

A few times aweekWeekly


NOW

3

6

13

29

7

0

14

10

35

22

28

33

Total

Spain

2020

Q.11c What would you say will be the ideal time for a campaign and supporting material come 2020?

Single-code


2

0

27

50

31

35

24

2

13

8

3

5

0 20 40 60 80 100

Total

Spain

Hourly

A few times a day

Daily

A few times a week

Weekly


Q.12 By 2020 which do you think will be the single most important print POS model?

Single-code


37

35

60

57

3

8

0 10 20 30 40 50 60 70

Total

Spain

Neither

Distribute and print

Centralised print &distribute

Q.13 Which of the following best describes your current status regarding localised printing? (P1/2) Single-code


18

34

23

11

11

3

15

0

70

8

7

0

0 20 40 60 80

We are already trialling localised printingin selected stores

We recognise the need for localised print but currently don’t have the investment

budget to support it

We recognise the need for localisedprint but currently do not have the

commitment from senior management

We don’t see localised print being a viable solution

We already have localised printsolutions trialled and firmly in place

There is currently no provision beingmade to support local print

Spain

Total

Q.14 a Currently what proportion of your POS activity is delivered through each of the following? Q.14 b By 2020 what proportion of POS activity will be delivered through each of the following? Single-code

Slide 32

42

61

54

42

58

57

46

58

0 10 20 30 40 50 60 70

Total

Spain

Total

Spain

No

w

Electronic

Print based

2020

NOW

Base: Total Respondents Mean Number

Q.15 Which of the following is driving the change between now and 2020?

Single-code

Base: Those with a change in Q.14 % Slide 33

77

59

62

54

36

69

81

36

44

37

43

54

0 20 40 60 80 100

A change in business direction

Changes in budget

A focus on a new demographic

Ability to use new technology

Customer expectation

Competitive pressures

Spain

Total

Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Speed of change of POS campaign

Single-code


5

15

11

6

2 18

60

23 30

13

7

6

0 20 40 60 80 100

Total

Spain

Rank 1

Rank 2

Rank 3

Rank 4

Rank 5

Rank 6

Rank 7

Rank 8

Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Changing consumer attitudes

Single-code


9 19

60

4 19

15

15

8

7

6

26

11

0 20 40 60 80 100

Total

Spain

Rank 1

Rank 2

Rank 3

Rank 4

Rank 5

Rank 6

Rank 7

Rank 8

Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Expectations for new POS technologies among consumers

Single-code


16

8

15 4

15

9 22

11

14

6

18

60

0 20 40 60 80 100

Total

Spain

Rank 1

Rank 2

Rank 3

Rank 4

Rank 5

Rank 6

Rank 7

Rank 8

Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Gaining budget sign off

Single-code


7

6

9 16 16

8

16

5

11

6

18

60

7

15

0 20 40 60 80 100

Total

Spain

Rank 1

Rank 2

Rank 3

Rank 4

Rank 5

Rank 6

Rank 7

Rank 8

Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Campaign analytics - Measuring the success of POS campaigns

Single-code


25

6

30

13

1 7

6

9 21

60

5

15

2

0 20 40 60 80 100

Total

Spain

Rank 1

Rank 2

Rank 3

Rank 4

Rank 5

Rank 6

Rank 7

Rank 8

Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Localising campaigns cost effectively

Single-code


18

60

7

6

24

5

25

6

18

8

4

15

2

0

1

0 20 40 60 80 100

Total

Spain

Rank 1

Rank 2

Rank 3

Rank 4

Rank 5

Rank 6

Rank 7

Rank 8

Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Competitive pressure

Single-code


20

20

14

6

15

8

18

60

7

6

2 15 9

0 20 40 60 80 100

Total

Spain

Rank 1

Rank 2

Rank 3

Rank 4

Rank 5

Rank 6

Rank 7

Rank 8

Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Space available in-store

Single-code


2 18

60

9

6

20

20

12

6

1 9 29

8

0 20 40 60 80 100

Total

Spain

Rank 1

Rank 2

Rank 3

Rank 4

Rank 5

Rank 6

Rank 7

Rank 8

Q.17 Between now and 2020 do you envisage a need to change/extend your current target market to drive growth?

Single-code


96

85

4

15

0 20 40 60 80 100

Total

Spain

Yes

No

Q.18 If Yes, how do you see the change in practice? Where will you move the focus to?

Single-code

Base: Respondents who said yes at Q.17 % Slide 43

67

53

52

44

54

51

57

54

41

34

45

36

35

46

0 20 40 60 80

Moving to more mass market focus

Moving to a more specialist focus

Moving to a higher end market focus

Moving to a luxury end focus

Changing the age demographic

Changing the regional demographic, forexample from north to south

Changing the socio economic group

Spain

Total

Q.19 Please select what you see as the core tactics for evolving your in- store POS strategy between now and 2020 to positively impact your Brand?

Multi-code


62

54

40

59

57

62

71

65

18

55

43

59

0 20 40 60 80

Increasing media choices such aselectronic/digital

Ability to be more creative with mixedmedia

Ability to localise campaigns

Faster execution of campaigns

More frequent campaigns

More personalised promotion to thecustomer by venue/product etc.

Spain

Total

Q.20 Thinking just about POS print media, which of the following are likely to positively impact engagement/attention of the customer and which could negatively impact the customer engagement? (P1/3)

Single-code


78

56

70

61

57

36

22

44

30

39

43

64

0 20 40 60 80 100

Total

Spain

Total

Spain

Total

Spain

Meta

llics

Spot

colo

urs

Glo

ss

Improve

Detract

Q.20 Thinking just about POS print media, which of the following are likely to positively impact engagement/attention of the customer and which could negatively impact the customer engagement? (P2/3)

Single-code


38

39

61

51

62

61

39

49

0 20 40 60 80 100

Total

Spain

Total

Spain

Com

ple

x s

ignage

Multi-

message s

ignage

Improve

Detract

Q.20 Thinking just about POS print media, which of the following are likely to positively impact engagement/attention of the customer and which could negatively impact the customer engagement? (P3/3) Single-code


64

50

78

56

36

50

22

44

0 20 40 60 80 100

Total

Spain

Total

Spain

Info

gra

ph

ics

Larg

e s

ca

le m

ate

rials

Improve

Detract

Q.21 What percentage of your total POS promotional activity (split by Total, Print, Electronic) do you think actually meets its stated objectives?

Open-end

Slide 48

76

64

70

80

63

73

0 20 40 60 80 100

Total activity

Print activity

Electronic activity

Spain

Total

Base: Total Respondents Mean Number

Q.22 What is your current annual POS in-store budget?

Single-code


11

3

10 8

1

12

10

11

5

9

1

6

22

8

24

9

1

6

1

5

13

5

19

0 20 40 60 80 100

Total

Spain

Up to 100,000

101,000 - 150,000

151,000 – 200,000

201,000 – 300,000

301,000 – 500,000

501,000 – 750,000

751,000 – 1M

1.1M – 1.5M

1.6M – 2M

2M - 3M

3M - 4M

Over 4M

Q.23 Which of the following are the biggest drivers for missing POS campaign objectives in-store?

Multi-code


36

57

61

56

44

47

63

60

51

42

41

35

52

28

60

54

0 10 20 30 40 50 60 70

Campaigns are scrapped before theystart

Campaigns are scrapped earlier thanexpected

New products fail to launch on time

Failure to target the right demographic

Competitive reaction changes thecampaign focus

Failure of the actual campaign to hitsales targets

Materials not produced/supplied on time

Badly designed/inappropriate signage

Spain

Total

Q.24 Thinking forward to your possible 2020 POS campaign budget, compared to 2012 do you expect it to be…

Single-code


54%

13%

24%

6%

2%

22%

52%

6%

16%

4%

0% 10% 20% 30% 40% 50% 60%

Significantly more

Marginally more

The same

Marginally less

Significantly less

Spain

Total

Q.25 What will impact this trend in your budget?

Multi-code


52

64

49

40

39

49

35

53

63

47

24

23

0 10 20 30 40 50 60 70

Technological advancements

The drive for more profit

The need to reduce costs

Fears around the economy

Competition from different advertisingroutes/channels

Costs of providers

Spain

Total

Q.26 What is the impact of this trend in budgets on campaign lifetimes?

Multi-code


57

51

26

56

59

42

33

0

50

70

0 20 40 60 80

Campaigns are getting shorter andsharper

Campaigns are more focused

Campaigns are more global

Campaigns are more local

Campaigns are more customer centric

Spain

Total

Q.27a How many of each type of in-store campaign do you run annually now? Q.27b And by 2020 how many of each do you think you will be running

Open-end

Base: Total Respondents Mean Number Slide 54

54

53

46

53

60

58

51

42

0 10 20 30 40 50 60 70

Total

Spain

Total

Spain

Electronic

Print based POS

NOW

2020

Q.28 Between now and 2020 which of the following do you think will be the key challenges that you will face with regards to POS activities? Multi-code


59

65

59

40

54

64

64

46

66

55

38

67

52

55

0 20 40 60 80

Changing the business direction totarget a different demographic

Extending the demographic focus of thebusiness

Responding to changing customerdemands

Reducing time to market for newproducts

Generating more flexible POScampaigns

Keeping up with competitive activity

Keeping POS campaigns engaging andtargeted

Spain

Total

Q.29a As a brand owner/marketing manager what issues do you expect you will have to respond to over the coming years?

Multi-code


36

57

40

69

57

40

51

42

17

59

42

17

0 20 40 60 80

Changes in business direction

Changes in consumer habits

Changes in consumer needs

Changes in POS technology

Changes in POS budgets

Decline in sales in core target

Spain

Total

Q.29b And how will you react to those issues?

Multi-code


71

41

47

65

62

46

59

52

0 20 40 60 80

More targeted POS

More mass market focus

Re-definition of demographic target

Different media for POS used

Spain

Total

Q.30 And lastly, do you agree or disagree with each of the following statements?

Single-code

Base: Respondents Who Agree % Slide 58

75

59

78

70

71

65

34

56

61

73

0 20 40 60 80 100

New in-store electronic POStechnology allows shops to compete

more strongly with online retailers

Over the past 2 years we have beenable to improve campaign targeting

and reduce wastage

We will need a core change inbusiness direction to meet our long

term goals

Even with all of the changes intechnology, print signage will remain

vital in-store.

We have found it increasingly difficultto ensure POS campaigns aretargeted and minimise wastage

Spain

Total

Documents

Epson POS (Point of Sale) Surveycanal.epson.es/html/html/ftp/EpsonPOS_Spain.pdfEpson POS (Point of Sale) Survey A survey conducted by Coleman Parkes Research for and on behalf of Epson