15. Usage of mobile phone in buying process
â At a grocery retailer, I am interested in these appsâŚâ
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 appsâŚâ
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
 oďŹering.
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 isâŚâ
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 isâŚâ
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 retailerâŚâ
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 retailerâŚâ
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 FacebookâŚâ
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 FacebookâŚâ
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
â˘âŻ Tekst
âĄâŻ Warm is the new cool
â˘âŻ Be open and respectful, listen (like friends)
74. Levis
 gibt
 es
 schon
 lange
 und
 habe
 die
 jeans
 gerne
 getragen.
 hat
 eine
 gute
 qualität
Â
Quality,
 aďŹordable,
 tradiIon
Â
84. Unique
//Template 1
Â
Â
â ⯠Sustain your unique proposition & style
â˘âŻ Tekst
âĄâŻ But adapt to the changing environment
â˘âŻ Not forgetting about your core audience