The Buying Acceleration and Incentive Tool (B.A.I.T.)

1. Theart  andscience ofmoving peopleto actinthe moment.

2. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 2 17,000surveys 186offerings 122attributes Quantitative research:

3. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 3 Everything from … Store Window Sign Pop-Up Ad Play-to-Win Game Mileage Reward Credit Card Multiple Purchase Coupon Product Placement Reminder Stickers As Seen on TV Spotter Shelf Talker YouTube Demonstration POS Rebate Made to Order Direct MailCoupon In-StoreDemonstrationDigitalAdBuyInBulk FreeConsultationEliteStatus Cash Back on Credit Card Shelf Coupon Facebook Likes Free Shipping/Free Returns Store Circular Layaway Celebrity Endorsement Manufacturer Instant Redeemable Coupon End Aisle Display FDA Approval In-Pack Offer Birthday Free Giveaway Test Drive Free Short-Term Trial Groupon In-Home Trial Free Item Interesting Package Design Receipt Rebate Electronic Coupon Lifetime Guarantee Refund Pop-Up Stores Collect-And-Get Fair-Trade Certified Online User Reviews Mark Downs BOGO Free Collect and Get Free Storewide Sale $ Off Trial Incentive In-Store Mobile Texts POS Rebate 2For1 FreeShipping MoneyBackGuarantee ProductSampleViaMail In-Pack InstantWin OnlineFlashSale Rub-OffCoupon BuyMoreDiscount ReturnPolicy Private SaleCourtesyCallKeepsakes Exclusives AmazonPrime In-StorePick-Up Customized Product Product Upgrade Share on Social Media On-Pack Offer Good Housekeeping Seal of Approval Cross-Ruff Coupon 24/7 Store Hours Variety Packs Siri Mannequins Retailer Emails Match and Win Extended Warranty Bounce-Back Self-Destruct Offers FloorModel In-StoreDisplay LoyaltyRewards andmore…

4. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 4 howofferingsgroup overallappeal variationsinappeal howmarketerscanbestuseofferings What we learned:

5. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 5 5 types 11 subtypes Each fulﬁlls a different human need

6. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 6 Theseprofilesenableus toconnectthetypeof offeringtoabrand’s marketingobjectives andtoitspurpose.

7. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 7 Whichofferhasthe greatestimpact? Whichcanmosthelp speedupashopper’s decisiontobuy?

8. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 8 What people perceive to have the most impact on decision to buy and the speed of purchase within each group of offerings Risk reducers Free Shipping/Free Returns Basic deals Manufacturer Instant Redeemable Coupon Basic deals Storewide Sale Exciting deals Completely Free Item Exciting deals $ Off/Incentive to Try a New Product Risk reducers Lifetime Guarantee Info providers Test Drive First-hand experiences User Reviews on Retailer Websites Attention getters Established Product Sample via Mail Attention getters New Product Sample via Mail Info providers In-Store Sample Manufacturer First-hand experiences In-Store Try-On/Try-Out Effort Erasers Store Website Time Savers Store Circulars Time Savers Multiple Locations Greater Good Locally Sourced or Grown Effort Erasers In-Car Shopping Greater Good Customized Product Fun Pursuits & Treasures Seasonal Favorites Fun Pursuits & Treasures Collect & Win Cultural Cache Product Placement Cultural Cache Made to Order Somegroups,onaverage, performbetter.Thereare alwaysexamplesfrom everygroupthatperform ontop.

9. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 9 Differentgroupsof offeringshavedifferent power,dependingon genderandage.

10. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 10 There are certain areas women care about more and men tend to be slightly less interested in everything.

11. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 11 Boomers are tougher to get engaged. Millennials easier.

12. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 12 Differentgroupsof offeringshavedifferent power,dependingonthe productoffering.

13. Oraroutinecategory. Thereisalmostalwaysslightlyhigher interestwhenpeoplearepassionate aboutthecategory. Conversely,itistypicallyweaker withhard-to-shopcategories.

14. Sowhatnow? Howcanbrandmarketersbest usetheofferingstotheir advantageandimpactsales alongtheconsumer’sjourney?

15. B.A.I.T. / BuyingAccelerationandIncentivesTool / Leo Burnett and Arc 15 Whatisyourbrand’spurpose? Whoareyoutargeting? Whatistheappropriateofferinggiven yourprogram’sobjective? Canyouusedifferentofferingstotheir bestadvantagealongdifferentpartsof yourshopper’sjourney? WhatmorecanIlearnbyconductinga customstudy? Think about this.

16. Formoreinformation, contact: Elizabeth Harris EVP, Strategy Director elizabeth.harris@leoburnett.com