15. Usage of mobile phone in buying process
â At a grocery retailer, I am interested in these appsâŠâ
1 Discounts when checking-in 37%
28%
29%
2 Special deals offered 26%
28%
3 Product information via barcodes 28%
23%
4 Payment 21%
23%
5 Augmented reality to try out products 18%
18%
6 Most efficient shopping route 22%
19%
7 Share shopping list 20%
21%
8 Dedicated store web sites 15%
Source: MasterCard 2 country study August 2011 ârespondents aged 18-30 in UK and Germany
N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone
16. Usage of mobile phone in buying process
â At a fashion retailer, I am interested in these appsâŠâ
61%
1 Special deals offered 50%
53%
2 Discounts when checking-in 49%
45%
3 Product information via barcodes 40%
23% 41%
4 Payment 21% 38%
42%
5 Dedicated store web sites 33%
33%
6 Most efficient shopping route 34%
35%
7 Augmented reality to try out products 29%
26%
8 Share shopping list 25%
Source: MasterCard 2 country study August 2011 ârespondents aged 18-30 in UK and Germany
N (Germany) = 293 / N (UK) = 298 / Filter: Only fashion brands and if have mobile phone
17. 1.⯠People
 will
 appreciate
 you
 for
 it.
Â
Â
And
 they
 might
 spend
 some
 more
 money.
Â
free Wifi.
2.⯠You
 can
 welcome
 your
 customers.
Â
3.⯠People
 are
 encouraged
 to
 talk
 about
 you
Â
and
 your
 oïŹering.
Â
Â
18.
19. // I WILL NEVER FORGET THE DAY⊠Happy
Extreme experience (e.g.
skydiving, mount climbing) When I was dumped
by my partner
Graduated
Meeting the love
of my life
Becoming a sport Surprise
 Death of a person
champion N = 40
close to me
Happiness
 Anger
Â
My first kiss N = 156 N = 13
Got my driving license
When I got in a fight
Fear
 Disgust
Â
N = 30 N = 14
New school Discovered I had no
Sadness
 real friends when I
N = 93
Moved needed them most
Encountered aggression
Was diagnosed Being dumped by my
with a serious boy/girl friend
Parents got illness
divorced
Source; InSites Consulting 16 country study January 2011 â 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania,
Poland, Brazil, India, and China.
23. Source: InSites Consulting 16 country study January 2011 â 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France,
Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.
24.
25.
26. R2=.57
R2=.62
R2=.74
InSites Consulting Brand Model tested by path analysis
27. I have a CRUSH on⊠H&M
Mean Scores
In UK and Germany H&M has really positive scores
on self-identification, happiness and leverage.
7,5
7,3
7,2
6,8
6,5
6,1
5,9
6,2
6,3
6,3
Brand
 7,3
Leverage
 7,1
N (Germany) = 284 N(UK) = 272// Filter: If know H&M at least reasonably well
28. I have a CRUSH on⊠Zara
Mean Scores
Zara has positive scores (especially in UK), but a lower S
& H score in Germany, leading to lower brand leverage!
7,5
7,5
7,3
7,0
7,2
6,7
5,1
5,7
6,1
5,4
Brand
 7,2
Leverage
 6,9
N (Germany) = 158 N(UK) = 208// Filter: If know Zara at least reasonably well
29.
30. Brand knowledge
âCoolest grocery brand isâŠâ
Tesco 22 % Rewe 14 %
ASDA 13 % Edeka 9%
Sainsburyâs 10 % Lidl 8%
Waitrose 8% Aldi 7%
Morrisonâs 4% Kaufland 6%
Aldi 1% Real 5%
Marks & Spencer 1% Netto 3%
Lidl 1% Penny 2%
Globus 2%
Tegut 1%
Source: MasterCard 2 country study August 2011 ârespondents aged 18-30 in UK and Germany
N (Germany) = 300 / N (UK) = 302 / Filter: Only grocery brands
31. Brand knowledge
âCoolest fashion brand isâŠâ
Topshop/ Topman 12 % H&M 9%
River Island 8% Esprit 7%
Next 7% New Yorker 4%
Nike 5% Jack & Jones 4%
H&M 5% S. Oliver 3%
Newlook 5% Nike 3%
Zara 3% Zara 3%
Asos 3% Adidas 3%
Super dry 2% C&A 2%
Debenhams 2% Diesel 2%
Source: MasterCard 2 country study August 2011 ârespondents aged 18-30 in UK and Germany
N (Germany) = 307 / N (UK) = 305 / Filter: Only fashion brands
51. QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you?
Source: InSites Consulting BENELUX study for LEVIâs Europe 2008
54. Touch points- Impact ranking of contact
moments
â Positive impact on the image of grocery retailerâŠâ
1 Website 60%
36%
43%
2 Advertising 65%
57%
3 Shop staff 49%
17%
4 Call center 11%
7%
5 Events or shows 16%
10%
6 Social media pages 12%
6%
7 Blogs 10%
Source: MasterCard 2 country study August 2011 ârespondents aged 18-30 in UK and Germany
N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone
55. Touch points- Impact ranking of contact
moments
â Positive impact on the image of fashion retailerâŠâ
1 Website 67%
58%
46%
2 Advertising 47%
39%
3 Shop staff 45%
16%
4 Social media pages 15%
11%
5 Events or shows 17%
13%
6 Call center 10%
8%
7 Blogs 8%
Source: MasterCard 2 country study August 2011 ârespondents aged 18-30 in UK and Germany
N (Germany) = 290 / N (UK) = 297 / Filter: Only grocery brands and if have mobile phone
56.
57. Brand knowledge
âI have âfriendedâ these fashion brands on FacebookâŠâ
Next 12 % H&M 17 %
H&M 10 % Esprit 15 %
Zara 7% Boss 11 %
Gap 7% C&A 11 %
Diesel 7% Diesel 10 %
Source: MasterCard 2 country study August 2011 ârespondents aged 18-30 in UK and Germany
N (Germany) = 307 / N (UK) = 305 / Filter: Only fashion brands and if know the brands at least reasonably well
58. Brand knowledge
âI have âfriendedâ these grocery brands on FacebookâŠâ
Tesco 9% Lidl 7%
ASDA 5% Aldi 5%
Morrisonâs 4% Kaufland 4%
Marks & Spencer 4% Edeka 4%
Sainsburyâs 3% Penny 4%
Source: MasterCard 2 country study August 2011 ârespondents aged 18-30 in UK and Germany
N (Germany) = 300 / N (UK) = 302 / Filter: Only grocery brands and if know the brands at least reasonably well
65. Real
//Template 1
Â
Â
â ⯠Stay true to your roots, but donât shout
âąâŻ Tekst
âĄâŻ Warm is the new cool
âąâŻ Be open and respectful, listen (like friends)
74. Levis
 gibt
 es
 schon
 lange
 und
 habe
 die
 jeans
 gerne
 getragen.
 hat
 eine
 gute
 qualitÀt
Â
Quality,
 aïŹordable,
 tradiIon
Â
84. Unique
//Template 1
Â
Â
â ⯠Sustain your unique proposition & style
âąâŻ Tekst
âĄâŻ But adapt to the changing environment
âąâŻ Not forgetting about your core audience