Tracking real consumer experiences

1. LG Shopper Tracker, Home Appliances
Full year review of findings
Content
Ⅰ. Setting the scene - Drivers of consideration
Ⅱ. Using Touchpoints to drive consideration
III . etc
……
Appendix.
2011.02.14
LGEUS

2. Insights Drive the Business but where to get them?
?
Heat
Shop-alongs
Maps
Focus Exit
Groups Interviews
Eye-tracking
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3. LG In-store Marketing Mission
Make it easier for shoppers to find,
understand, and purchase LG products
3

4. LG In-Store Marketing: Category Leadership
LG is recipient of the 2011 Chief Award from POPAI
• Awarded to brand that best demonstrates
effective, innovative use of marketing at retail
4

5. LG In-Store Marketing: Results Driven
Endcap Initiatives launched in
Q1 2011 showed positive 46%
effect in sell-through
QR Codes on 2011 POP
showed dramatic increase in 10K
shopper interactions Views
Interactive Kiosk placed In-Line
resulted in double digit 20%
increase on sell-through
5 SOURCE: Internal LG Sell-Through Data

6. Endcaps are a Critical First Stop
• 41% of Shoppers visit
an endcap at the
beginning of their
in-store journey
6

7. In Store and Digital are Closely Linked
• Shoppers go back and forth between online and in-store
experiences
• Categories are seen as too complicated to rely solely on one
source of information
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8. Shoppers feel overwhelmed by choice
• Shoppers need help in navigating
through to a decision
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9. The LG Shopper Tracker

10. Online Real-time Online
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11. BRAND:
A)LG B)Sony C)Samsung
D)Panasonic E)Visio F)Other
OCCASION:
A)TV B)Poster/Billboard C)Radio
D)Conversation E)Cinema
F)Newspaper G)Magazine H)In
Store I)Online J)Mailing/Leaflet
K)Public Place L)Someone else's
home M) Other
FEEL:
1)Very negative 2)Fairly negative
3)Neutral 4)Fairly positive 5)Very
positive
PURCHASE:
5)Much more likely 4)Slightly more
likely 3)No difference 2) Slightly
less likely 1)much less likely
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12. Where did make you
Which brand was it? feel? it?
likely you experience
How did it did it make you to
purchase the brand next time?
OCCASION:
A) TV
B) Poster /Billboard
PURCHASE:
MANUFACTURER (TV):
FEELING:
C) Very positive
A) Radio
5) Much more likely to purchase next time
LG
D) Fairly positive
Conversation
4) Slightly more likely to purchase next time
B) Samsung
E) Cinema
3) Made no difference
C) Neutral
Sony
2) Newspaper likely to purchase next time
F) Slightly less
D) Fairly negative
Panasonic
G) Vizio Negative
Magazine
1) Much less likely to purchase next time
E) Very
H) Other
F) In Store
ah 4 5
I) Online
K) Mailing/leaflet
L) Public place
M) Someone else’s home
N) Other
A) TV
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13. I saw a display at the
end of one of the aisles
showing a 40” LED TV.
It made me very
interested in finding
out more!
13

14. How we’re Now and
using the in the
Tracker future

15. Shapes our decisions on marketing investments
In Store is the most persuasive experience
Touchpoint Experience Map
Total Market – Q2 2011
70%
Someone else’s
home In Store
Purchase Intent T2B %
60% Conversation
Online Magazine
50%
TV
Public Place
40%
Newspaper
30%
50% 60% 70% 80%
Positivity T2B %
15

16. Helps us understand what is working
In Store experiences improved in Q2 following end caps
Brand Experience Map - In-store – Q2 2011
90%
Electrolux
80% Samsung
Purchase Intent T2B %
Maytag
70%
Whirlpool LG Q2 2011
60%
LG Q1 2011
50% Kenmore GE
40%
50% 60% 70% 80% 90% 100%
Positivity T2B %
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17. Allows us to see from the customer’s perspective
Transition from In Store to Online In speaking with this salesperson, the Kitchenaid
sale with free installation and removal of old unit is
I didn't realize the color saving me this typical $149.99 charge. After in store
options that are available. viewing, I compared on internet and found the same
This definitely puts LG ahead - Kitchenaid is the brand for me in dishwashers.
of the pack at this point.
Day 5 – Kitchenaid, In store
Day 1 – LG, Online
Sears has a lower price and a
lot more reviews per product.
Reviews are stellar for the LG
7.3 w/d units.
I'm now torn between Samsung
Day 3 – LG, Online and LG. I went to HH Gregg to get
their opinion as well and will likely
buy LG from HH Gregg.
I thought I had decided on
Day 6 – LG, In store
LG, but this Samsung really
has changed my mind.
Day 5 – Samsung, In store
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18. Highlights the power of actual experience
Power of seeing in someone else’s home
Touchpoint Experience Map
Total Market – Q2 2011
70%
I walked throughelse’s neighbors
Someone my
Someone else’s
home
In store
home
Purchase Intent T2B %
60%
garage and noticed the machine in
Conversation
the laundry room and noticed how
Online Magazine
50% quiet it was while running.
TV
Public Place
40%
Newspaper
30%
50% 60% 70% 80%
Positivity T2B %
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19. Comments give Context to the Data
“Interactive display showing
the benefits of LG's ''cold
wash'' capability. While
looking at it, a salesperson
stopped by and pointed out
the washer's features.”
LG, Washing machine, In Store, Best
Buy, Special display, Fairly
positive, Slightly more likely to
purchase
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20. Real-time shopper insight helps…
create strong trade partnerships
keep in touch with what's relevant to people
provide a fresh perspective to stimulate ideas
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