6. Jstorey@radius-global.com +447453323623Radius Global EMEA 6
Food'to'go' Fast'food' Petrol'sta:ons' Convenience' Express'high'
street'
Vending'
Corner'shop' Superstores' Coffee'outlets' Franchise'kiosks' restaurants' Pubs'bars'
Canteens' Discount'buying' Charity'
shopping'
Online' Mobile' What’s'next?'
So many different channels adding complexity
7. Jstorey@radius-global.com +447453323623Radius Global EMEA 7
#2 what shoppers see, hear and do…
…the full purchase pathway
media
Word of
mouth
Research
online
Check it
out
in-store
Look for
a deal
Brand
choice
What could switch them?
9. Jstorey@radius-global.com +447453323623Radius Global EMEA 9
The actual questions…
1. ROI and spending money smarter than on
blanket price promotions (e.g. targeting
shoppers for whom a discount is not the
driver).
2. Out of store/in-store axis and whether
shoppers carry information given out-of-store
(e.g. via magazines) up to the shelf with them.
3. Providing sensible ROI measures for the
traditional in-store activity, and a good testing
research process to allow you to simulate/
optimise.
Ref. Canned Drink and Tea clients
11. Jstorey@radius-global.com +447453323623Radius Global EMEA 11
70% of all purchase decisions are made at point of purchase?
How)true)is)this)statement?)
Where’s)the)evidence?)
Do)you)believe)that?) Beer)50%)
Healthcare)25%)
PreFloaded)brain)
Adver:sing'
Social)media)
Brand'preference'
Experiences'
14. Jstorey@radius-global.com +447453323623Radius Global EMEA 14
The story of the little red kettle
Open plan living trend
! Live in a flat with open kitchen
extending off the lounge area.
Noise is a problem, especially
when you’re watching your
episode of your favourite TV soup.
! Need for quiet appliances
! Partner visits kitchen store and
asks for a quiet kettle. Answer –
“don’t know, but over there are all
our kettles”. Partner returns home
empty handed and frustrated.
! A quick look on Amazon and
within a few minutes a quiet kettle
is ordered. Delivered to our door
in a few days.
15. Jstorey@radius-global.com +447453323623Radius Global EMEA 15
Three wise monkeys…
1. Understand how people shop – the
full journey.
2. Identify the key touch and intercept
points for choice and switching.
3. Build a set of key touch point
measures, not just awareness and
purchase, but throughout the whole
shopper journey.
16. Jstorey@radius-global.com +447453323623Radius Global EMEA 16
Our Shopper Tracking looks at the full purchase journey
On'observa:on'we'found'that'
smelling'product'was'a'cri:cal'
touch'point.'
We'got'them'to'make'self'
videos'of'their'shopping'
experience.''
They'even'made'videos'of'
themselves'using'the'product.'
17. Jstorey@radius-global.com +447453323623Radius Global EMEA 17
ROI – Spend wisely not just on price promotions!
Traditional Media
TV
Radio
Publications
Word of Mouth
Recommendations
Requests
Joint Decisions
Digital Media
Social Networks
Retail Websites
Discussion Groups
Promotions
Sales
Coupons
In-Store
Product Characteristics
Pricing
Brand
Previous Experience
We'use'Heuris:cs'to'understand'the'
purchase'decisions'and'iden:fy'the'
key'touch'and'switch'points'
Decision)Pathways™)
is'used'to'determine'
the'rela:ve'
importance'of'
different'drivers'on'
the'purchase'
decision'i.e.'
magazines,'mobile,'
online,'print'etc.,'on'
choice'of'purchase.''
18. Jstorey@radius-global.com +447453323623Radius Global EMEA 18
Sensible ROI measures for the traditional in-store
marketing & research that enables simulations to optimise
Click'on'the'
various'
op:ons'to'
be'included'
for'your'
product'or'
service'
Compe::ve'offerings'and'
your'Current'
offering'can'be'created'in'
scenarios''
and'serve'as'Benchmarks'
Output'can'be'
Purchase'
Interest'or'
Share'of'
Purchase'
Preference'
OpHon)Developer™ is a tool that can enable us
to simulate in a competitive context and
optimise the shelf'
