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