Post on 26-Dec-2015
© 2014 Inmar, Inc.
Understanding and Engaging the Hispanic ShopperManager, Shopper InsightsNicole Steward-Streng
© 2014 Inmar, Inc. #coupontrends @inmarinc
About Inmar
• Manages more print and digital retail content than any other company globally• Largest digital coupon networks for clip to card
digital loyalty, operating in 15 countries2
Over $40 billion in payments and receivables
© 2014 Inmar, Inc. #coupontrends @inmarinc 4
I have to be smarter than I used to be… about the products I choose, what I feed my kids, how it was produced, what ingredients are in it… and how I spend my money…
““
© 2014 Inmar, Inc. #coupontrends @inmarinc 5
Evolving shopper sentiment
65%I shouldn’t have to work so hard to be a smarter shopper.
Source: E-Retail Summit, 2012, RAMA
“
”
© 2014 Inmar, Inc. #coupontrends @inmarinc
Changing shopper sentiment:From effort to entitlement
6
“If I put in the effort, I can get deals on the brands I buy.”
“If I shop a store a lot, I shouldn’t have to work for deals I deserve.”
© 2014 Inmar, Inc. #coupontrends @inmarinc
Shoppers more engaged than ever before
7
5.4 sources ofinformation
2010
12 sources ofinformation
2014 proj.
Source usage, retail purchases, North America
Grocery 2.1
Grocery 4.7
© 2014 Inmar, Inc. #coupontrends @inmarinc 9
53 .3million
2012
128.8million
2060
By 2060, nearly one in three U.S. residents will be Hispanic
Hispanic shoppers are a growing demographic
Source: 2012 Population Estimates Source: Population Projections
Hispanics are the nation's largest ethnic minority.
17% of the nation's total population
Number of Hispanics added to the nation's population between July 1,
2011 and July 1, 2012.
1.1 million
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Diversity under the “Hispanic umbrella”:Cultural origins represented in our sample
were born outside of the United States
reported their parents were born outside of the United States
Source: Inmar Hispanic Study (May 2014)
Mexican43%
Puerto Rican18%
Spanish11%
Other28%
(Hispanic Shoppers n=702)
23%
60%
© 2014 Inmar, Inc. #coupontrends @inmarinc 11
Inmar Hispanic StudyOnline Survey• 25 minutes• Collected May 2014
Sample Design• 1,010 interviews (n=702 Hispanic,
n=306 non-Hispanic)• Adults 18+• Primary/Shared decision-maker for
grocery and household purchases• Visited a retail store in the past 7 days
Developed acculturation scale for Hispanic shoppers based on measures from Pew Research Hispanic Trends Project, including language preference and generational status.
© 2014 Inmar, Inc. #coupontrends @inmarinc 12
Inmar 2015 Shopper Behavior Study MethodologyOnline Survey• 20 minutes• Collected January 2015
Sample Design• 1,075 interviews• 23% identify as Hispanic/Latino• Adults 18 - 69• Primary/Shared decision-maker for
grocery and household purchases
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Inmar Hispanic Study: Demographics
44% 26% 23% 7%
18-34 35-49 50-64 65+Age
Hispanic Non-HispanicHigh School or less 21% 25%Associates Degree 33% 30%Bachelor's Degree 33% 31%Some post-graduate work or more 12% 13%
Education
Marital Status Geographic Area
Income
Hispanic Non-Hispanic
Hispanic Non-HispanicSingle 31% 23%Living with Partner 9% 7%Married 48% 45%Widowed/Divorced/Separated 11% 25%
51%Hispanic
22%Non-Hispanic
Households with children Hispanic Non-HispanicUrban 47% 27%Rural 13% 28%Suburban 40% 45%
16% 18% 35% 30%
18-34 35-49 50-64 65+
Less than$20k $20k-$39,999 $40k-54,999 $55k-$74,999 $75k-$99,999 $100k+
18%
28%
17%15%
11% 11%
23%
28%
16%12%
10% 11%
Source: Inmar 2015 Shopper Behavior Study
© 2014 Inmar, Inc. #coupontrends @inmarinc 14
Inmar Shopper Behavior Study: Demographics
44% 26% 23% 7%
18-34 35-49 50-64 65+
Hispanic Non-HispanicHigh School or less 21% 25%Associates Degree 33% 30%Bachelor's Degree 33% 31%Some post-graduate work or more 12% 13%
Education
Marital Status Geographic Area
Income
Hispanic Non-Hispanic
Hispanic Non-HispanicSingle 31% 23%Living with Partner 9% 7%Married 48% 45%Widowed/Divorced/Separated 11% 25%
58%Hispanic
22%Non-Hispanic
Households with children Hispanic Non-HispanicUrban 47% 27%Rural 13% 28%Suburban 40% 45%
16% 18% 35% 30%
18-34 35-49 50-64 65+
Less than$20k $20k-$39,999 $40k-54,999 $55k-$74,999 $75k-$99,999 $100k+
18%
28%
17%15%
11% 11%
23%
28%
16%12%
10% 11%
Age
Less than$20k $20k-$39,999 $40k-54,999 $55k-$74,999 $75k-$99,999 $100k+
16%
22%18% 19%
15%
10%
Source: Inmar 2015 Shopper Behavior Study
© 2014 Inmar, Inc. #coupontrends @inmarinc 15
Three facts about Hispanic shoppers They are…1. Meeting their grocery needs beyond the traditional grocery
store but are engaged with loyalty programs to save
2. Tech savvy, engaging with their smartphone across the shopper journey
3. Influenced by promotions and are looking for ease of use
© 2014 Inmar, Inc. #coupontrends @inmarinc 16
Meeting their grocery needs beyond the traditional grocery store but are engaged with loyalty programs to save
1
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Hispanic shoppers shop for groceries in more channels than non-Hispanic shoppers
(Hispanic Shoppers n=702; Non-Hispanic Shoppers n=306) Statistically significant differences between Hispanic and non-Hispanic shoppers at a 95% level of confidence Source: Inmar Hispanic Study (May 2014)
Hispanicsnon-Hispanics
Grocery WarehouseClub
Mass Merchandisers& Supercenters
Drug Dollar &Discount
Convenience Specialty Ethnic Salvage Stores & Flea Markets
© 2014 Inmar, Inc. #coupontrends @inmarinc 18
Ethnic foods are being purchased across channels
(Hispanic Shoppers N=702) Source: Inmar Hispanic Study (May 2014)
Grocery
Mass Merchandisers/Supercenters
Ethnic Food Stores
Warehouse club
Dollar/Discount
Drug
Convenience
Specialty
Other (Not listed)
I do not purchase ethnic foods at all
56%
49%
38%
23%
19%
16%
16%
10%
3%
9%
© 2014 Inmar, Inc. #coupontrends @inmarinc 19
77% say they participate in a grocery store loyalty program
plan their weekly meals around what products are on sale through their grocery store loyalty program26%
believe the brands that they love are more affordable because they use a grocery store loyalty card37% say they load digital coupons to their grocery store loyalty card because they believe it is easier than clipping coupons 27%
Hispanics are highly engaged with grocery store loyalty programs
Source: Inmar 2015 Shopper Behavior Study
© 2014 Inmar, Inc. #coupontrends @inmarinc 20
71% say they shop at stores where they are loyalty program members more than at stores where they are not
say they often buy more than they would otherwise because of the discounts/rewards they get as a loyalty program member
62% say they try products that they may not otherwise try because of the discounts/rewards they get as a loyalty program member
60%
Participating in loyalty programs changes purchase behavior
Source: Inmar 2015 Shopper Behavior Study
© 2014 Inmar, Inc. #coupontrends @inmarinc 21
Rewards programs are important to Hispanic shoppers
(Hispanic Shoppers n=702)
45%
Source: Inmar Hispanic Study (May 2014)
How important is it to you for a pharmacy to have a rewards program linked to in-store savings?
34%Somewhat
23%Very
4%Not at All
8%Not Very
26%Neither
would switch pharmacies for a
store discount
© 2014 Inmar, Inc. #coupontrends @inmarinc 22
Tech savvy, engaging with their smartphone across the shopper journey2
© 2014 Inmar, Inc. #coupontrends @inmarinc 23
Hispanic shoppers who shop online for groceries buy 40% of their total groceries online
(Hispanic Shoppers N=702) Source: Inmar Hispanic Study (May 2014)
Mailed directly to their home
In-store pick-up
74%
38%
20%Shop online for groceries
© 2014 Inmar, Inc. #coupontrends @inmarinc 24
“Would you use order groceries online?”
Non-Hispanic Shoppers
(Hispanic Shoppers n=702; Non-Hispanic Shoppers n=306) Source: Inmar Hispanic Study (May 2014)
58%Yes
Hispanic Shoppers
33%Yes
© 2014 Inmar, Inc. #coupontrends @inmarinc 25
90%
9%
Millennials
Smartphone
Standard feature phone
I do not use a mobile phone
More than three-quarters of Hispanic shoppers use smartphones
(Hispanic Shoppers N=702) Source: Inmar Hispanic Study (May 2014)
Older Shoppers
29%
67%
© 2014 Inmar, Inc. #coupontrends @inmarinc 26
Neither Pre-Shopping In-Store Both
Top 10 ways Hispanic shoppers are using their smartphones during the shopper journey
(Hispanic Shoppers N=702) Source: Inmar Hispanic Study (May 2014)
56%55%54%53%51%49%50%49%48%46%
Find store locations
Compare features against other products
Look at newspaper inserts online
Look for online coupons to use in-store
Plan which retail store to purchase product
Look for information on upcoming sales
Compare prices across different websites
Look at images of the product
Check availability of the item in the store
Digitally “clip” a coupon online
© 2014 Inmar, Inc. #coupontrends @inmarinc 27
Top 10 ways Hispanic shoppers are using their smartphones during the shopper journey
(Hispanic Shoppers N=702) Source: Inmar Hispanic Study (May 2014)
Neither Pre-Shopping In-Store Both
56%55%54%53%51%49%50%49%48%46%
Find store locations
Compare features against other products
Look at newspaper inserts online
Look for online coupons to use in-store
Plan which retail store to purchase product
Look for information on upcoming sales
Compare prices across different websites
Look at images of the product
Check availability of the item in the store
Digitally “clip” a coupon online
© 2014 Inmar, Inc. #coupontrends @inmarinc 28
Hispanic Shoppers’ Mobile Promotion Wish List
48% want coupons sent to their mobile phone for products that they normally buy (+)
50% would like to be able to present coupons to the cashier using their mobile phone (+)
63% want stores to remind them via email that they have coupons that they can redeem
Source: Inmar 2015 Shopper Behavior Study
© 2014 Inmar, Inc. #coupontrends @inmarinc 30
Hispanics regularly use, on average, 5.0 methods to discover/acquire coupons – compared to non-Hispanic shoppers who report regularly using 3.1 methods.
of Hispanics regularly use coupons
44%
Source: Inmar 2015 Shopper Behavior Study
© 2014 Inmar, Inc. #coupontrends @inmarinc 31
Hispanic shoppers are more likely to use rebates
54% have used rebates in the prior three months
56% say they would try a new product if they have a rebate
54% say they would switch brands if they had a rebate that makes another brand cheaper
Source: Inmar 2015 Shopper Behavior Study
© 2014 Inmar, Inc. #coupontrends @inmarinc 32
Extremely Very Somewhat Slightly Not at all
19%
31% 30%
9%11%
15%
28%32%
10%
15%
HispanicNon-Hispanic
Half of Hispanic shoppers report that promotions are very or extremely influential in their decision to try a product
(Hispanic Shoppers n=702) Source: Inmar Hispanic Study (May 2014)
© 2014 Inmar, Inc. #coupontrends @inmarinc 33
Digital Offers (L2C/DTC)
Print at Home Coupons
Paper Coupons (FSI, DM, Store
Circ)
In-Store Coupons (IR/IRC, tear-pad,
hand out)
Store Sales and Discounts
34%44%
65%54% 55%
89% of Hispanic shoppers regularly use the following types of special offers
(Hispanic Shoppers n=702) Source: Inmar Hispanic Study (May 2014)
© 2014 Inmar, Inc. #coupontrends @inmarinc 34
Coupons are influencing these shoppers’ lists
(Hispanic Shoppers n=702) Source: Inmar Hispanic Study (May 2014)
of Hispanic shoppers make their shopping list and then search for coupons…
Over
50%…but if they find the right offer many
will adjust their list accordingly
58%Sometimes
17%
Most of the time
4%Always
6%Never
16%Rarely
© 2014 Inmar, Inc. #coupontrends @inmarinc 35
Digital coupons are helping in the search for deals
(Hispanic Shoppers n=702) Source: Inmar Hispanic Study (May 2014)
33%“I wish all coupons were digital.”
46%“I often use paper coupons and digital coupons together.”
37% “I actively delay purchases to wait for coupons/special offers.”
© 2014 Inmar, Inc. #coupontrends @inmarinc 36
But shoppers want it to be easy!
(Hispanic Shoppers n=702) Source: Inmar Hispanic Study (May 2014)
"There are too many rules / exclusions for using coupons." 39% 24%
"It takes too much time to find coupons." 37% 20%
"I would use coupons more if they were available in Spanish." 17% 6%
Those without smartphones
© 2014 Inmar, Inc. #coupontrends @inmarinc 37
But shoppers want it to be easy!
29% of Hispanic
shoppers who scored low on
the acculturation scale would use more coupons if
they were available in
Spanish
(Hispanic Shoppers n=702)) Source: Inmar Hispanic Study (May 2014)
"There are too many rules / exclusions for using coupons." 39% 24%
"It takes too much time to find coupons." 37% 20%
"I would use coupons more if they were available in Spanish." 17% 6%
Those without smartphones
© 2014 Inmar, Inc. #coupontrends @inmarinc 39
Hispanic shoppers use technology
compare product prices
compare product features
read independent reviews
66%60%56%
“I have to be smarter than I used to be… about the products I choose, what I feed my kids, how it was produced, what ingredients are in it… and how I spend my money…”
Source: 2015 Shopper Behavior Study
© 2014 Inmar, Inc. #coupontrends @inmarinc 40
Evolving shopper sentiment
• 45% of Hispanics want a website that allows them to shop online
• 68% of Hispanics want stores to email them with coupons for products they normally buy
• 81% of Hispanics want coupons automatically applied to their purchases
• 63% of Hispanics want stores to remind them via email that they have coupons they can redeem
65%“I shouldn’t have to work so hard to be a smarter shopper.”
Sources: Inmar Hispanic Study (May 2014) & 2015 Shopper Behavior Study
© 2014 Inmar, Inc. #coupontrends @inmarinc
Changing shopper sentiment:From effort to entitlement
41
Source: 2013 Inmar Shopper Study
“If I put in the effort, I can get deals on the brands I buy.”
“If I shop a store a lot, I shouldn’t have to work for deals I deserve.”
© 2014 Inmar, Inc. #coupontrends @inmarinc
About needing to save: “I am young, trying to finish school, my husband is trying to finish school, I have a one year old, and money is tight. My mom
taught me everything I know about saving. She handed this down to me. Who wouldn’t want cheaper stuff?”
How she plans for shopping: “Unless its a really good deal, we know exactly what we are going to buy and exactly what we’re going to pay. If its one penny off we let the cashier know.”
What the future holds:Meet Itzel, age 19, a third generation Mexican-American living in NC
Concerned about health: Buys organic foods primarily, even if she “eats from coupons” … if I can give him the best, I will do so.”
42
About technology: “My phone is always with me if its not I freak out, I use Facebook, Instagram, Yahoo News, emails from retailers though I do not give all marketers my email.”
Wishes: More promotions were available for milk and more organic products were available.
© 2014 Inmar, Inc. #coupontrends @inmarinc 43
Keys to connecting with the Hispanic shopper:
1. Provide opportunities for reward to build loyalty
2. Provide the content shoppers are looking for at their fingertips
3. Make sure coupons meet shoppers where they are