GREY iSTUDY INFLUENTIAL TOUCHPOINTS & …• Given the importance of price as a purchase barrier,...

1

09.17.14

1

GREY iSTUDY INFLUENTIAL TOUCHPOINTS & MESSAGING

2

Gain important insight into: • who are shoppers of the category within different retailers • how critical behaviors, drivers, barriers, mindsets, and decision tree differ between key

retailers • what are shopper purchase decision drivers and barriers through the path to purchase,

and how can we reinforce them to buy more product • where and when can we influence shoppers (which touchpoints) through the purchase

journey and what is the role of packaging within different retailers • how can we optimize messaging for influential touchpoints and media nodes along the

path to purchase

RESEARCH OBJECTIVES

3

iSTUDY METHODOLOGY PROTOCOL: Online survey TIMING: Research fielded online, August 2014 SAMPLE: 1565 respondents Primary HH Shoppers who bought eggs last 2 to 4 weeks QUOTAS: Screened to obtain proportion of: Costco = 632 Kroger = 812 Walmart = 1024

4

• Retailers could benefit from a recommendation on how to better organize egg selection for easier navigation at shelf. An overwhelming egg selection, with too many choices and a lack of understanding of benefits at shelf leads to confusion among shoppers. Shelf displays are seen to be a significant motivator of purchase (falling close behind price and habit).

• In general, optimizing packaging can improve the shopper experience (better communicating product benefits / making it easier to evaluate preferences) and get shoppers to buy more eggs in the near future (or now).

• Price, egg size, and package quantity are the top ranked components of the shopper decision tree.

• A perceived lack of “freshness” was revealed to be a main purchase barrier (as freshness was the top purchase driver). This could be a result of both the packaging, and the appearance overall at shelf.

OVERALL OBSERVATIONS

5

• Convenience was recognized as a benefit of eggs and, was not identified as a purchase barrier to the same degree as key nutritional benefits.

• Overall, Costco shoppers have the most positive shopping experience for eggs. This may be tied

to the simplicity at shelf (fewer options) as well as the lower prices.

• Ramp up innovative digital and mobile media nodes to create WOM (incorporating recommendations from unique authentic and impactful influencers) to get consumers thinking about eggs more often, and to spread influential messages through credible sources.

• Similar to the results of our claims testing (most impactful RTBs) and quantitative creative testing, the most influential messages for messaging throughout the purchase journey were the nutritional benefits of eggs and that eggs are the least expensive source of high quality protein.


6

• Consider additional research to more deeply understand the “freshness” barriers and the success potential of ideas on how we can increase perception of and trust in freshness at shelf (for example, can we reinforce eggs freshness by always identifying that eggs are local, calling out the location of farm). Explore how to assure freshness both in and before the shopper gets to shelf.

• Get retailers to better organize the shelf to facilitate navigation and enhance the shopping experience, differentiating by type and/or key attributes, size of eggs and pack size. Selectively share what makes Costco shopping more positive and specifically customize for other retailers.

• Realign collaborative marketing efforts among three retailers (taking into consideration customized approach for each retailer).

• Utilize packaging to better communicate eggs benefits (e.g. high quality protein), egg size (e.g. large), the most important attributes (e.g. organic, cage free) and assurance of freshness.

TOP OPPORTUNITIES

7

• Leverage the most important media channels to communicate the most influential purchase drivers through the path to purchase. Continue with print, digital display, social as tentatively planned (including content@scale)

• Ramp up innovative digital and mobile media nodes to create WOM (potentially incorporating

“expert” recommendations) to get consumers thinking about eggs more often, and to spread influential messages through credible sources.

• Given the importance of price as a purchase barrier, consider messaging that provides a price/value comparison between eggs and competitors (rather than just saying eggs are the least expensive, utilize more relevant and intriguing comparisons of value).

• As eggs continue to have about an equal share of breakfast occasions compared to key competitors, consider how messaging can push eggs in addition to rather than always instead of competitors.

TOP OPPORTUNITIES

8

WHAT WE WILL COVER…

SHOPPER MINDSET & PURCHASE DRIVERS WHO

WHY TRIGGERS AND BARRIERS

WHERE INFLUENTIAL TOUCHPOINTS & USAGE NODES

HOW COMMUNICATION CONTENT

WHEN ADVOCACY CONSIDERATION PREIGNITION EVALUATION PURCHASE EXPERIENCE BOND

9 9

WHO SHOPPER

10

18-24 8%

25-34 20%

35-44 14%

45-54 21%

55-64 19%

65+ 18%

18-24 7%

25-34 19%

35-44 17%

45-54 21%

55-64 18%

65+ 18%

18-24 8%

25-34 18%

35-44 17%

45-54 20%

55-64 20%

65+ 17%

CONSISTENT SHOPPER AGE DISTRIBUTION

WHO

11

84% 97% 91%

70%

16% 3% 9%

30%

Total Heavy Mid Light

Bought last 2 weeks

Bought last 2 to 4 weeks

MAJORITY PURCHASE CYCLE IS EVERY TWO WEEKS

Have you bought eggs?

WHO

LIGHT USERS 1 carton or less

HEAVY USERS 3 + cartons per month

MEDIUM USERS 2 cartons per month TOTAL USERS

12

16%

18%

13%

22%

22%

18%

22%

25%

25%

40%

34%

43%

Costco

Kroger

Walmart

Heavy

Medium

Light

Only when I need

SIMILAR SHOPPING FREQUENCY ACROSS RETAILERS

In just the past month, where and how often did you buy eggs

WHO

1 carton or less

3 + cartons per month

2 cartons per month

13

GROCERY IS PRIMARY PURCHASE CHANNEL HOWEVER, THERE IS HEAVY CROSS SHOPPING

Which of these channels did you use to buy eggs or search through during your purchase process most often?

WALMART COSTCO KROGER

WHO

57%

46%

29%

17% 16%

Food

Ret

aile

rs/G

roce

ries

Mas

s R

etai

ler

Who

lesa

le C

lub

Nat

ural

/Org

anic

Stor

es

Farm

erM

arke

ts/L

ocal

Far

ms

53%

39%

59%

27%

22%

71%

38%

22%

20%

19%

54%

65%

27%

16%

18%

Food Retailers/Groceries

Mass Retailer

Wholesale Club

Natural/Organic Stores

Farmer Markets/Local Farms

% shopping at another retailer

Primary channel used to purchase eggs

14

Costco Kroger Walmart Price is too high (25%) Price is too high (37%) Not recommended by others (36%)

Not recommended by others (20%) Not recommended by others (23%) Price is too high (22%)

Does not have advertising (19%) All brands look the same (20%) All brands look the same (21%)

All brands look the same (17%) Does not have advertising (20%) Does not offer fresh products (21%)

Does not offer coupons (16%) Does not offer fresh products (15%) Does not offer types I like (e.g. organic, cage-free) (20%)

Does not offer fresh products Does not offer types I like (e.g. organic, cage-free) Does not offer coupons

Does not offer the size I want (e.g. large) Does not offer coupons Products are often out of stock

Does not offer packaging that I like Does not offer special deals/promotions Does not offer the brand/variety I like

Does not offer types I like (e.g. organic, cage-free) Does not offer the brand/variety I like Does not provide nutritional information on

packages

Does not offer special deals/promotions Too many varieties/selections Does not offer the size I want (e.g. large)

Does not offer the brand/variety I like Does not offer the size I want (e.g. large) Does not have advertising

WHY ARE YOU NOT OPEN TO BUYING EGGS AT…?

WHO

15

Costco Kroger Walmart

Have lower prices, specials, coupons Have lower prices, specials, coupons Have lower prices, specials, coupons

Offer fresher eggs Offer fresher eggs Have products available in stock

Provide more information about egg types (organic, cage-free)

Provide more information about egg types (organic, cage-free) Offer fresher eggs

Have products available in stock Have products available in stock Provide more information about egg types (organic, cage-free)

Offer new packaging options Make simple labels on packages Offer new types

Improve advertising Have all important facts about the product up front Improve advertising

Have all important facts about the product up front Offer new packaging options Offer more brands

Offer new types Improve shelf/displays in store Make simple labels on packages

Offer more brands Improve advertising Improve shelf/displays in store

WHAT CAN THE RETAILER DO TO MAKE YOU BUY EGGS?

WHO

16

SHOPPERS FEEL EGGS SHOPPING IS AFFORDABLE & RELIABLE HOWEVER FRESHNESS IS A KEY CONCERN (SAME AS OTHERS)

3%

8%

6%

5%

5%

3%

3%

4%

5%

17%

5%

5%

25%

27%

27%

29%

29%

30%

28%

30%

23%

24%

36%

41%

72%

65%

67%

66%

66%

67%

69%

66%

72%

59%

59%

54%

UnreliableOverwhelming

ConfusingComplicated

SkepticalDishonest

Poor qualityUnappetizing

OverpricedNot Fresh

Old fashionedNot Informative

Modern Fresh Affordable Tasty

Simple Clear Easy Reliable

Informative

High Quality Honest Trusting

Please rate the way you felt when you bought eggs at Costco for your HH

WHO

Positive Negative Neutral

17

SHOPPERS FEEL EGGS SHOPPING IS RELIABLE BUT OVERPRICED (VS. OTHER STORES) AND FRESHNESS WAS A CONCERN

5%

5%

6%

5%

6%

5%

5%

5%

10%

16%

7%

6%

27%

28%

27%

29%

29%

30%

31%

32%

29%

24%

43%

44%

68%

67%

67%

66%

65%

65%

64%

63%

61%

60%

50%

50%



SkepticalDishonest


OverpricedNot Fresh




Informative


Please rate the way you felt when you bought eggs at Kroger for your HH

WHO


18

SHOPPERS FEEL EGGS SHOPPING IS AFFORDABLE BUT OVERWHELMED AND FRESHNESS WAS MAJOR CONCERN

10%

12%

9%

9%

11%

8%

10%

9%

9%

18%

7%

8%

35%

34%

36%

33%

38%

39%

40%

39%

31%

33%

50%

50%

55%

54%

55%

58%

51%

53%

50%

52%

60%

49%

43%

42%



SkepticalDishonest


OverpricedNot Fresh




Informative


Please rate the way you felt when you bought eggs at Walmart for your HH

WHO


19

EGGS SHOPPERS HAVE A VERY

POSITIVE MINDSET DURING PURCHASE

Costco leads in positive

shopping experience…

In general, food category experiences are rated more

positively than other categories

Eggs are a low-involvement

purchase, which leads to more positive shopping

experience overall

Comparison of retailers highlights room for

improvement, especially for Walmart

20

Costco Kroger Walmart Egg size (e.g. large)

(25%) Price (24%) Price (27%)

Price (19%) Egg size (e.g. large) (23%)

Egg size (e.g. large) (23%)

Package quantity (e.g. dozen, ½ dozen) (15%)



Type (e.g. organic, cage free) Freshness Freshness

Freshness Type (e.g. organic, cage free)

Type (e.g. organic, cage free)

Brand Brand Brand

Added health benefits (e.g. omega-3)



Provenance from (e.g. Local vs. Non)

Color (e.g. white, brown)


Taste Packaging design/labels Provenance from (e.g. Local vs. Non)


Provenance from (e.g. Local vs. Non) Taste

Packaging design/labels Taste Packaging design/labels

SHOPPER DECISION TREE PRICE, EGG SIZE AND PACKAGE QUANTITY ARE THE MOST IMPORTANT FACTORS

Please rank the top 3 responses to when you most often consume eggs Red = 10% or above

WHO

21

70% 67% 73% 70% 70%

46% 56%

48% 52% 51%

22% 31% 23% 23% 25%

6% 6% 5% 5% 5%

Total Costco Kroger Walmart Other

Recognizable brands

Private label/ Store brand

Local farms

Other brands

PRIVATE LABEL DOMINATES THE CATEGORY

Which of the following egg brands have you bought in the past month?

WHO

22

STORE BRAND IS MOST POPULAR

Costco Kroger Walmart Conventional/ Store Brand (51%) Conventional/ Store Brand (60%) Conventional/ Store Brand (61%)

Organic (21%) Organic (24%) Cage-Free (22%)

Local (20%) Local (23%) Organic (21%)

Cage-Free (19%) Cage-Free (22%) Local (20%)

Free-Range (17%) Free-Range (19%) Free-Range (17%)

Nutrition-Enhanced (e.g., Omega-3) Nutrition-Enhanced (e.g., Omega-3) Nutrition-Enhanced (e.g., Omega-3)

Pasteurized Liquid egg whites Pasteurized

Liquid egg whites Pasteurized Liquid egg whites

Do not pay attention on labels Pasture-Raised Egg substitute

Egg substitute Egg substitute Pasture-Raised

Pasture-Raised Do not pay attention on labels Do not pay attention on labels

What eggs have you bought in the past month?

WHO

23

53%

Bread (e.g. bagels, english muffins)

16%

Meat (e.g. chicken, bacon, beef)

13%

Produce (e.g. fruit, vegetables)

13%

Beverages (e.g. soft drinks, juices)

1%

Other 4%

HIGH CROSS-PURCHASE BETWEEN DAIRY AND EGGS

Which of these channels did you use to buy eggs or search through during your purchase process most often?

WHO

24

EGGS STILL CONSUMED PRIMARILY FOR BREAKFAST

Please rank the top 3 responses to when you most often consume eggs

TOTAL

DINNER

LUNCH

COSTCO KROGER WALMART

7% 5%

5% 6%

8% 5%

6% 5%

BREAKFAST 86% 82% 84% 84%

SNACK/ FOOD ON THE GO 2% 1% 1% 2%

WHO

25

48%

54%

52%

52%

46%

48%

49%

50%

50%

51%

50%

50%

49%

49%

46%

51%

51%

54%

Do you prefer each of the items shown below over eggs for breakfast on the weekdays?

EGGS ARE KEEPING THEIR FAIR SHARE OF BREAKFAST WHO

26

49%

54%

48%

40%

50%

52%

46%

40%

48%

46%

42%

51%

51%

56%

54%

38%

49%

56%

36%

44%

55%

44%

45%

53%

38%

47%

53%

Heavy

Mid

Light

Heavy

Mid

Light

Heavy

Mid

Light

oatmeal

yogurt

cereal (cold)

COSTCO & WALMART HEAVY SHOPPERS PREFER OATS, WHILE KROGER SHOPPERS PREFER YOGURT

Do you prefer each of the items shown below over eggs for breakfast on the weekdays?

WHO

27

63%

53%

47%

52%

30%

24%

22%

21%

14%

7%

6%

65%

48%

47%

47%

28%

26%

21%

20%

13%

6%

6%

71%

52%

47%

45%

32%

27%

21%

20%

16%

5%

7%

Cereal (cold)

Bread

Oatmeal

Yogurt

Pancake mix

Frozen waffles

Peanut Butter

Protein bars/shakes

Breakfast Sandwiches/Burritos Frozen

Other (Please Specify)

Breakfast Sandwiches/Burritos at Restaurant

COLD CEREAL IS PRIMARY BREAKFAST COMPETITOR, FOLLOWED BY BREAD, OATMEAL & YOGURT

What other food products do you most often purchase for breakfast?

WHO


28

Please rank the top 3 most influencing sources when you select products

COMPETITORS LIKED FOR CONVENIENCE YOGURT ALSO HAS A NUTRITIONAL HALO

25% 15% 13% 10% 8% 8%

Promotions Recommendationsfrom family or friends

Shelf/store display Recommendationsfrom experts

Packagingdesign/labels

Advertising

Why do you prefer each of the following over eggs for breakfast?

WHO

29 29

WHY AND WHEN DRIVERS, TRIGGERS AND BARRIERS

30

75%

60%

64%

58%

61%

59%

62%

59%

53%

54%

76%

61%

63%

58%

58%

58%

56%

53%

52%

50%

75%

64%

64%

61%

59%

58%

56%

53%

53%

51%

High quality protein

Convenient

Packed with nutrients

Inexpensive

Provides steady, balanced energy

Naturally good source of Vitamin D

Good source of Omega-3

All-Natural

Helps you feel fuller longer

No carbohydrates or sugar

PROTEIN CONSIDERED THE MOST IMPORTANT BENEFIT

How important is each benefit of eggs to you?

WHY


31

Costco Kroger Walmart

The product’s low price This is where I always purchase The product’s low price

This is where I always purchase The product’s low price This is where I always purchase

Running low/out on my fav. brand Running low/out on my fav. brand Running low/out on my fav. brand

Take advantage of special promo Take advantage of special promo Take advantage of special promo

Shelf/displays in a store To use coupons Shelf/displays in a store

Local farm eggs Saw an advertisement To use coupons

Try a new brand Shelf/displays in a store Local farm eggs

Try a new type (e.g. organic) Information on package Saw an advertisement

It was recommended by others Informative labels on package Try a new brand

To use coupons Local farm eggs Information on package

PRICE & HABIT ARE KEY MOTIVATIONS WHY

What motivated you to buy your most recent egg at your retailer?

behavioral touchpoint benefits

32

retailer

TOP CATEGORY PURCHASE DRIVERS

77%

72%

68%

67%

64%

61%

60%

60%

57%

56%

Retailer offers quality/fresh eggs

Retailer has low everyday prices

Consistently has the eggs I want on the shelf

Eggs are a healthy choice

Makes it easy to find the product I am looking for in store

Eggs have the right nutrition for me (e.g., Omega 3, Protein)

Eggs are part of my eating habits

Has the right package quantity for me

Retailer’s egg display is full and well-stocked

Retailer has good sales/promotions

WHY

When buying eggs, how important are each of the following in selecting the brand or product that you purchase at your current retailer? (Top 2)

retailer

retailer

benefit

benefit

retailer

retailer

retailer

retailer

benefit

33

COSTCO MIRRORS THE CATEGORY

Total Category Purchase Drivers

77%

72%

68%

67%

64%

61%

60%

60%

57%

56%





Makes it easy to find the product I am looking for in store

Eggs have the right nutrition for me (e.g., Omega 3,…





The common drivers with NI are in GRAY

Costco Purchase Drivers

73%

73%

72%

72%

72%

71%

71%

71%

70%

70%


Eggs have the right nutrition for me (e.g., Omega 3,…




Eggs I choose for on-the go

Eggs I choose for my dinner

Eggs I choose for my breakfast


Has easy/simple package

WHY

34

KROGER DIFFERENTIATES ITSELF


Kroger Purchase Drivers


83%

79%

78%

75%

75%

74%

74%

74%

74%

74%

Retailer has a good loyalty program (such…

Carries Private Label / Store Brand eggs

Retailer accepts manufacturers coupons


Carries brand name eggs

Retailer has a familiar layout for eggs


Has innovative packaging

A brand I trust


77%

72%

68%

67%

64%

61%

60%

60%

57%

56%





Makes it easy to find the product I am looking for…

Eggs have the right nutrition for me (e.g., Omega…





WHY

35

WALMART IS IN THE “MIDDLE”


64%

62%

62%

62%

61%

61%

61%

60%

60%

60%

Has easy/simple package



Has unique package

Retailer merchandised eggs in open refrigerated…



Retailer accepts manufacturers coupons

Carries brand name eggs


Walmart Purchase Drivers


77%

72%

68%

67%

64%

61%

60%

60%

57%

56%





Makes it easy to find the product I am looking for…






WHY

36 Driver Importance

Per

form

ance

EVALUATE Discuss if these can be turned into

comparative advantage

STRENGTH These attributes should be part of

our value proposition

LOW IMPACT Do not communicate or invest

money to develop

BARRIERS & GAPS We ought to overcome

performance gaps to drive purchase

Comparing the Important Qualities for Shoppers

ORGANIZING STRENGTHS & WEAKNESS

37 Importance

Per

form

ance

Low

Hig

h Lo

w

Retailer: Quality fresh eggs

Has everyday low prices Has the eggs I want

Display is full & well-stocked

Retailer: Offers a good selection / variety of eggs

Retailer has good sales/ promo

Retailer: Helpful/ informative display

Carries brand names Carries private label

Open refrigerated display

Pack: Has the right package quantity

Eggs: Have the right nutrition for me

Healthy choice Part of my eating habits Choose for my breakfast

Eggs: Brand communicated nutritional value

& important product info

Pack: Useful facts up front

Different pack from others Easy. Simple

Unique Innovative

Well-designed Convenient

WHY

CATEGORY PURCHASE DRIVERS

38

CLARIFICATION OF PURCHASE JOURNEY STAGES

when thinking about buying eggs

when sharing my experience with others

CONSIDERATION

PRE-IGNITION

EXPERIENCE

when seeking information and comparing different brands

when purchasing a

brand

ADVOCACY

PURCHASE

before thinking about eggs EVALUATION

when using products

BOND

continued use and loyalty

39

PREIGNITION CONSIDERATION EVALUATION PURCHASE EXPERIENCE LOYALTY ADVOCACY



Has useful facts up front

Consistently has the eggs I want on the

shelf


Is a brand used by professionals or experts I admire




Has informative labels



I would miss this brand if it went

away

The brand/product comes highly

recommended from a friend or family member

Consistently has the eggs I want on

the shelf


Has nutritional information on

package

Makes it easy to find the product I am

looking for in store




Has colorful package




Retailer’s egg display is full and

well-stocked


All brands look the same to me


recommended from ratings and

reviews Makes it easy to find the product I am looking for in

store


Brand has communicated nutritional value



A brand I am loyal to


recommended from food experts

CONSIDERATION, EVALUATION & PURCHASE ARE MOST CRITICAL WHY

benefit retailer pack

40 40

WHERE & WHEN TOUCH POINTS

41

INFLUENTIAL TOUCH POINTS Costco

Influence

87%

86%

85%

83%

82%

81%

80%

79%

79%

79%

Nutritionist recommendation

Advertisement in a magazine

Coupon on-pack

Mobile Advertisement

A sign when entered the store

Package size

Recipes from stores (shelf/display)

Other websites

Information on package

Package forms

Kroger Influence

85%

82%

80%

80%

80%

79%

73%

73%

73%

72%

Other websites


Coupon on-pack

Package size

Package forms

Advertisement on newspaper

Deal in a store

Coupon from retailer



Walmart Influence

86%

80%

80%

78%

74%

73%

73%

72%

72%

72%

Coupon on-pack

Other websites


Deal in a store

Package forms


Advertisement on radio

Package size


A circular from retailer

The common touchpoints are in GRAY

WHERE

42

INFLUENTIAL TOUCH POINTS

WHERE

80%

76%

76%

74%

74%

73%

73%

71%

70%

70%

Coupon on-pack

Package size


Deal in a store



Ads on magazine/newspaper

Package forms



How important or unimportant was each source in influencing your decision to buy eggs?

43

SHOPPER INFLUENCE MATRIX LEVERAGE THE MOST EFFECTIVE WAYS TO DRIVE PURCHASE

Usage

Influ

ence

RAMP UP These touchpoints are not used

very frequently, but when they are, they’re very influential

MUST These touchpoints are used

frequently and have high impact in the purchase decision

REDUCE These touchpoints are less used

and less influential

ADJUST CONTENT These touchpoints are used frequently, but do not affect

purchase decisions as much

44 Usage

Influ

ence

Pack: Pack size

Convenient pack Retailer: Deal in a store

Retailer: Shelf/ Store Display

A sign on Shelf

High Low

Hig

h Lo

w

Pack: Information on it

Materials Coupon on-pack

Retailer: A sign when enter

A sign at the end aisle

WHERE INFLUENTIAL TOUCH POINTS

45

INFLUENTIAL MEDIA

WHERE

73%

73%

67%

65%

63%

61%

61%

60%

58%

57%

55%

50%

48%

46%


Ads newspaper/ magazine

Chefs recommendation

Health Professional Recommendation

Online Advertisement

A family member/friend/other…

News about food trends

Article from…

Social media (e.g. Facebook,…

Food Online Forum/Ratings &…

Advertisement on a billboard

Recipes magazines/online

Advertisement on television

Retailer Websites

Influential Media Nodes

46 Usage

Influ

ence

Nutritionist Recommendation WOM

High Low

Hig

h Lo

w

Ads in magazine Online Ads

Health Professional recommendation\ Chefs recommendations News about food trends

Article from magazine/site/email/social media

WHERE

Retail Website Online Video

Celebrity Endorsement Ads on billboards

Social Media Food Online Forums/ Ratings &

Recommendations

Ads on TV Recipes from magazine or online

LEVERAGE MEDIA

47 47

HOW COMMUNICATE

48

PACKAGING IS THE A CRITICAL COMMUNICATION NODE

Pack Size

Convenient Pack

Shelf/ display

A sign on shelf

High-quality protein

breakfast – energy thru day

Nutritional Powerhouse –

all in one All Natural

Naturally good vitamin source - nothing artificial

Nutrient required for life’s basic

functions

Affordable high-quality protein per

serving

Healthy weight maintainer & energizer

✓✓ ✓

HOW

✓

✓✓ ✓✓ ✓

✓✓ ✓✓ ✓

✓✓ ✓ ✓

✓✓ = Primary Message ✓ = Alternative Message

WOM ✓✓ ✓ ✓

49

REINFORCE NUTRITIONAL BENEFITS OF EGGS AND THAT THEY ARE ALL NATURAL

Information on Pack

Materials

Coupon on-pack




all in one All Natural


Nutrient required for life’s basic

functions


serving


✓✓ ✓

HOW

A sign when enter

Ac sign at the aisle

Magazine/Newspaper Ads

Online Ads

✓✓

Nutritionist

✓✓ ✓ ✓ ✓

✓✓ ✓✓ ✓✓ ✓

✓✓ ✓✓ ✓ ✓

✓✓ ✓✓ ✓ ✓

✓✓ ✓ ✓

✓✓ ✓✓ ✓

✓ ✓✓ ✓

50 50

iSHELF

51

iSHELF METHODOLOGY

PROTOCOL: Conducting and evaluating in-store retail audits and shop-a-longs leveraging eye tracking via Google glass technology TIMING: August 2014 SAMPLE: 8 shoppers participating ranging from 18-60 years old (3 male and 5 female). 30 minute guided shopping trips with targeted questions COVERED STORES: Walmart, Kroger and ShopRite stores in suburban Connecticut, Michigan, and New York

52

SHELF • A lack of intuitive organization and category navigational aids.

• In general, the egg section was not well-attended and did not have sufficient space allocation.

Given the category’s high profitability contribution to dairy and it’s under-allocation of space, there is a need to build a convincing business case aimed at the Dairy Buyer.

• A wide range of egg features and shoppers find the various egg attributes confusing and hard to comprehend. Given the lack of benefit understanding, there is an opportunity to educate shoppers about the attributes of eggs, specifically organic. Several shoppers stated that would be willing to try organic eggs if the price were more in-line with that of non-organics.


53

PACKAGE • Shoppers felt that on-pack identification referencing the farm’s location would reinforce the

product’s freshness and enhance the brand equity. • Colored ink was used to differentiate product type across all of the grocery stores; shoppers were

confused by the nuances, and there was no color coding consistency across retailers.

• Walmart’s private label brand “Great Day” features a graphic over-wrap onto a pressboard carton that was very well received by our shoppers. The visuals and the clear communication hierarchy made the packaging easy to read and comprehend.

ACTIVATION • Consistently shoppers did not notice cooler signage.

• Secondary displays are highly impactful at incentivizing purchase (both driving stock-up via large

pack sizes and driving cross purchase with breakfast items).

• Shoppers stated that on-pack coupons would be an effective promotional vehicle.


54

• The shopping experience within this category would be enhanced by decision-tree-led category segmentation and corresponding navigational signage. The category segmentation signage would also increase the shopper’s awareness and understanding of egg benefits and attributes.

• Build a convincing business case for increased category space, aimed at the Walmart Dairy Buyer.

• Educate shoppers about the attributes of eggs, specifically organic. Evaluate occasionally promoting organics, featuring a hot price point to drive trial and potentially to build the purchase behavior.

• Reference farm location / name on egg carton to create an emotional connection with the farm and to reinforce “freshness” attribute.

• Develop a color /egg size system to differentiate egg size (and type), and use consistently across all retailers.

• Re-evaluate current activation tactics.

TOP OPPORTUNITIES

55

CATEGORY ORGANIZED BY BRAND A LACK OF INTUITIVE ORGANIZATION AND CATEGORY NAVIGATIONAL AIDS

56

EGGS NEED PRIORITIZATION

EGGS WERE NOT WELL-ATTENDED AND DID NOT HAVE PROPER SPACE ALLOCATION AT WAL-MART STORES

“Wow what a mess - it looks terrible! It makes me wonder how fresh everything is. There are broken eggs everywhere! It seems all picked over.” Carla

57

LACK OF BENEFIT UNDERSTANDING

A WIDE RANGE OF EGG FEATURES, SHOPPERS FIND THE VARIOUS EGG ATTRIBUTES CONFUSING AND HARD TO COMPREHEND.

• “For eggs I don't buy premium because I don't understand the advantages vs. a store brand. I don't even know what cage free means.” Scott

• “I have no idea what pasteurized eggs means - every egg has to be washed. I'm not sure what AA means.“ Donna

58

OPPORTUNITY: PROMOTE ORGANIC

EDUCATE SHOPPERS ABOUT THE ATTRIBUTES OF ORGANIC EGGS. OCCASIONALLY PROMOTE ORGANICS, FEATURING A HOT PRICE POINT TO DRIVE TRIAL AND POTENTIALLY TO BUILD THE PURCHASE BEHAVIOR.

“If organic eggs were closer to price point on regular eggs, I would be inclined to take the leap, but the price differential is too wide . This is one area where I look to save money” Cabot

59

OPPORTUNITY: LOCAL FARM ID SHOPPERS FELT THAT ON-PACK IDENTIFICATION REFERENCING THE FARM’S LOCATION WOULD REINFORCE THE PRODUCT’S FRESHNESS AND ENHANCE THE BRAND EQUITY.

• “I think that would make more sense (to see the local farm on pack). I wonder how far did the eggs have to travel to get to me - that gives me a sense for their freshness. If they are closer, that would influence my decision.” Cabot

• “Seeing the farm, you think less factory. Most of the time I shop I look for Hudson Valley Brand, a local brand - I look for that rather than something that's been shipped from a distance.” Carla

• “I would be more likely to purchase if package indicated it was a local farm. I like that the farm is in New York and it's a local brand”. Melanie

60

IMPORTANCE OF DISPLAY SECONDARY DISPLAYS ARE HIGHLY IMPACTFUL AT INCENTIVIZING PURCHASE EVALUATING PROMOTING LARGE SIZES (EITHER 18 COUNT OR 2 DOZEN CARTONS) TO INCREASE CONSUMPTION

“I would look for less expensive 18 pack. It only takes a little more room in the fridge and we go through eggs so quickly… it's nice to have it there.” Carla

61

BUY MULTIPLE EGG TYPES

SHOPPERS PURCHASE DIFFERENT TYPES OF EGGS FOR DIFFERENT PURPOSES

• “I buy organic eggs as the egg I'm going to eat for breakfast, even if I'm only going to use the egg white, despite the higher price.” Gerry

• “I use the cheaper eggs when I'm doing a lot of baking and cooking, purely because of the cost.” Donna

• “I buy different eggs based on the purpose of the egg. When I'm doing catering, I have such low profit margins that I have to buy what's on sale. When I'm buying for my family, I buy organic even though it’s more expensive. I want to feed my family healthier eggs; we eat so many eggs that it makes a difference.” Carla

63 63

Appendix

64

CONSIDERATION EVALUATION PURCHASE EXPERIENCE LOYALTY ADVOCACY

SHOPPER MINDSET




shelf






package





away













well-stocked





reviews


Retailer has a helpful/informative

display in store

Retailer has a familiar layout for

eggs





REMINDER ABOUT EGGS BENEFITS IS IMPORTANT FOR CONSIDERATION

WHY

behavioral retailer pack

65


SHOPPER MINDSET




shelf



away












Has the right package quantity for

me

Eggs have the right nutrition for me (e.g., Omega 3,

Protein)










reviews



package


well-stocked



Has helpful employees

PACKAGING IS ESSENTIAL FOR EVALUATION WHY


66

RETAILERS MUST WORK TO DRIVE PURCHASE CONSIDERATION EVALUATION PURCHASE EXPERIENCE LOYALTY ADVOCACY

SHOPPER MINDSET




shelf



away











package



Eggs have the right nutrition for me (e.g., Omega 3,

Protein)

A brand leader






well-stocked


Retailer has a good loyalty

program (such as a shopper card)






A brand I am loyal to A brand I trust

WHY



Bra

nd P

erfo

rman

ce

Low

Hig

h Lo

w

Eggs: Choose for on-the-go Choose for my dinner

Brand communicates important info about product & nutritional value

Worth paying more

Retailer: Offers quality fresh eggs Display is full & well-stocked

Familiar layout for eggs Has eggs I want on the shelf

Makes easy to find the product I am looking for Has everyday low prices

A brand I trust

Retailer: offers a good selection/ variety of eggs Has good sales/ promotion

Accepts manufactures coupons

Retailer: Shelves cluttered

Carries Private Labels/ Store Brand Behind cooler doors display

Open refrigerated display Helpful/ informative display

Useful info in store Carries brand name

Helpful employees

Pack: Has the right package quantity Has nutritional info on pack Eggs: Have the right nutrition for me Healthy choice Part of my eating habits Choose for my breakfast

Pack: Easy/simple Convenient Colorful Innovative Useful facts up front Informative labels Clear, tamper-proof, see thru Different from others All look the same Well-design Unique pack

All brands look the same Loyalty program

Price ranges Manufacture coupon/rebate

Recommendation, ratings & review

WHY


Bra

nd P

erfo

rman

ce

Low

Hig

h Lo

w

Retailer: Accepts coupons Familiar layout

Quality fresh eggs Good selection/ variety of eggs Display is full and well-stocked

Good sales/promo Makes easy to find the product

Has the eggs I want on the shelf

My brand is frequently on sale Retailer has everyday low prices

Retailer: Good loyalty program Carries brand names

Carries private label/Store brand Open refrigerated display

Helpful employees Has helpful/informative display

Different price ranges Manufacture coupon/rebate


Eggs: Have the right nutrition for me Healthy choice Part of my eating habits Choose for my breakfast

Eggs: Choose for on-the-go Choose for my dinner Brand used or recommended by professionals/experts Brand communicated nutritional value & important product info

Pack: Innovative Different from others Unique Easy/simple Convenient Nutritional info on pack Well-designed Useful facts up front

All brands look the same Colorful pack, info labels

Behind cooler door display Recommendation, ratings & review

WHY


Bra

nd P

erfo

rman

ce

Low

Hig

h Lo

w

Retailer: Has everyday low prices Accepts coupons

Has familiar layout Different price ranges

Has the eggs I want Display is full & well-stocked

Quality fresh eggs

My brand is frequently on sale Retailer has good sales/ promo

Retailer: Carries brand names Carries private labels

Open refrigerated display Behind cooler doors display Helpful/ informative display

Useful info in store


Eggs: Have the right nutrition for me Healthy choice Part of my eating habits Choose for my breakfast

Eggs: Choose for on-the-go Choose for my dinner Brand used or recommended by professionals/experts Recommendation, ratings & review Brand communicated nutritional value & important product info

Pack: Easy. Simple Unique Innovative Well-designed All packs look the same Convenient Different pack from others Colorful Informative labels Useful facts up front Nutritional info on pack

Shelf is cluttered Helpful employees

Worth paying more for Loyalty program

Clear, tamper-proof see thru pack

WHY

70

RELEVANT TOUCH POINTS Costco Usage

Costco Influence

87%

86%

86%

85%

82%

81%

80%

79%

79%

79%


Recognizable source of good protein

Advertisement in a magazine

Coupon on-pack


Package size

Recipes from stores (shelf/display)

Package forms

Products labels



18%

12%

11%

10%

10%

9%

7%

7%

6%

6%

Package size

Convenient package

Deal in a store


A sign on shelf

Shelf/Store Display

A family member/friend/other individuals

Products labels

Package materials


Thinking about your recent purchase of eggs at Costco/Kroger/Walmart did you see, hear or experience any of the following, prior to making a purchase?

WHERE

71

RELEVANT TOUCH POINTS Kroger

Usage

15%

15%

11%

10%

8%

8%

8%

5%

5%

4%


Deal in a store


Shelf/Store Display

Package size

A sign on shelf



Convenient package

Color of packaging

Kroger Influence

82%

82%

80%

80%

80%

79%

73%

73%

73%

72%

Recognizable source of good…


Coupon on-pack

Package size

Package forms


Deal in a store





WHERE

72

RELEVANT TOUCH POINTS Walmart

Usage 12%

10%

10%

8%

8%

7%

6%

5%

5%

4%

Package size

Shelf/Store Display


A sign on shelf

Deal in a store

Convenient package

Products labels




Walmart Influence

86%

80%

80%

78%

74%

73%

72%

72%

72%

72%

Coupon on-pack



Deal in a store

Package forms


Package size


Convenient package



WHERE

73 Usage

Influ

ence

Recommendations Nutritionist Articles Recipes (mag/online) Family/ Friend Social Media

Recognizable source of good protein Ads Newspaper

Ads TV Circular/ Coupon from retailer

Ads on billboard, Radio Recommendations: Chef, Health Prof

Celebrity Endorsement Mobile Apps

New pack forms News abt food trends Food forums/ reviews

Pack Forms

High Low

Hig

h Lo

w

Pack Size Convenience Color Information Labels Materials Appealing images Innovative Coupon on-pack

Store: A sign on shelf Shelf/ Store Display A sign when enter A sign at the end aisle Recipes at shelf/ display Retailer Website Deal in a store Ads

Magazine Online

WHERE

74 Usage

Influ

ence

Recommendations Nutritionist, Health Prof., Chef Food Forum/Reviews

Recognizable source of good protein Pack size

Convenient pack Deal in a store

Color of pack Family/friend recommend

News abt food trends Article (mag/website/app/email)

Social Media Celebrity Endorsement Recipes (mag/online)

Ads TV, billboard Retailer website

Shelf/ Store Display A sign on Shelf

High Low

Hig

h Lo

w

Pack Forms Information on it New forms Materials Appealing Images on it Innovative Coupon on-pack

Sore: A sign when enter A sign at the end aisle Recipes at shelf/ display Coupon/Circular from retailer

Ads Mobile Magazine /Newspaper Online

WHERE

75 Usage

Influ

ence

Recommendations Nutritionist, Health Prof., Chef

Recognizable source of good protein Pack size

Convenient pack Pack labels

Deal in a store

Pack: innovative, appealing images, color, new forms Family /Friend recommend

Social Media News abt food trend

Celebrity Endorsement Food forums/ reviews

Article (mag/website/app/email) Recipes from sore or magazines/online

Retailer Website Ads: TV, billboards

Shelf/ Store Display A sign on Shelf

High Low

Hig

h Lo

w

Pack Forms Information on it Materials Coupon on-pack

Sore: A sign when enter A sign at the end aisle Coupon/ Circular

Ads Magazine/ Newspaper Online

WHERE

76

CLARIFICATION OF PURCHASE JOURNEY STAGES

when thinking about buying eggs

when sharing my experience with others

CONSIDERATION

PRE-IGNITION

EXPERIENCE

when seeking information and comparing different brands

when purchasing a brand

ADVOCACY

PURCHASE

before thinking about eggs EVALUATION

when using products

BOND

continued use and loyalty

77

PREIGNITION CONSIDERATION EVALUATION PURCHASE EXPERIENCE LOYALTY ADVOCACY

Package size Package forms News about food trends

Celebrity Endorsement or

Recommendation

Chefs recommendation Social media Appealing images

on packages

Deal in a store Nutritionist recommendation

Innovative packaging

Appealing images on packages


Nutritionist recommendation WOM

Shelf/Store Display Package size Products labels Shelf/ Store Display


WOM Nutritionist

recommendation




New package forms WOM Deal in a store Recipes

magazines/online

A sign on shelf Shelf/ Store Display


Food Online Forum/Ratings &

Review sites


Shelf/ Store Display


KEY TOUCHPOINTS BY STAGE

WHERE

retailer pack media

78


SHOPPER TOUCH POINTS

Recognizable source of good

protein Products labels


(pictures, ads)

Chefs recommendation

Social media (e.g. Facebook, Twitter, Pinterest,

Instagram)


(pictures, ads)

Package forms Innovative packaging

Shelf/Store Display


Food Online Forum/Ratings & Review sites (e.g. Yahoo Answers)

Health Professional or Nutritionist

Recommendation





Recommendation Product labels Recipes

magazines/online

Package size A circular from retailer

New package forms

New package forms Shelf/ Display


protein

Shelf/ Store Display Package materials Coupon on-pack Online Video


(pictures, ads)

Family/friends recommendation

PATH TO PURCHASE TOUCH POINTS WHERE


79



A circular from retailer Innovative packaging


(pictures, ads)


Social media (e.g. Facebook,

Twitter, Pinterest, Instagram)


(pictures, ads)


protein


Shelf/Store Display



Health Professional or

Nutritionist Recommendation

Advertisement on newspaper Products labels A sign on shelf Family/friends

recommendation Color Packaging

Social media (e.g. Facebook,

Twitter, Pinterest, Instagram)


Information on package Products labels Convenient

package


(pictures, ads)


Online Advertisement Appealing images

on packages (pictures, ads)

Package size Package size Product Labels Recognizable

source of good protein



80



Recognizable source of \good

protein



Recommendation


Social media (e.g. Facebook, Twitter,

Pinterest, Instagram)

Social media (e.g. Facebook, Twitter,

Pinterest, Instagram)

Shelf/Store Display Innovative packaging


(pictures, ads)




(pictures, ads)

A circular from retailer Products labels Deal in a store Family/friends recommendation

Appealing images on packages (pictures,

ads)


Online Advertisement Information on package



protein


Innovative packaging


A sign at the end of the aisle Shelf/Store Display Convenient

package Family/friends

recommendation Family/friends

recommendation



81

REINFORCE EGGS AS A HIGH QUALITY PROTEIN SOURCE

Good Protein Source

Newspaper Ads

TV Ads

Circular/ Coupon from Store

Pack Forms




all inone All Natural


Nutrient requered for life’s basic

functions


serving


✓ ✓✓ ✓✓ ✓

✓✓ ✓✓ ✓

✓✓ ✓ ✓ ✓

✓✓ ✓

✓✓ ✓

HOW


82

EGGS AS AFFORDABLE HIGH QUALITY PROTEIN


Good Protein Source

Pack Size

Convenient Pack


Deal in Store

A sign on shelf

✓ ✓✓

✓✓

✓✓

✓✓

✓ ✓

✓✓

✓✓ ✓ ✓

✓ ✓

✓✓ ✓

✓✓ ✓✓







functions


serving


HOW

83

EGGS ARE NUTRITIONAL POWERHOUSE & THE LEAST EXPENSIVE SOURCE


Good Protein Source

Pack Size

Convenient Pack


Deal in Store

A sign on shelf

Labels

✓ ✓✓

✓✓ ✓

✓✓

✓✓ ✓

✓✓ ✓ ✓

✓✓ ✓✓ ✓ ✓

✓✓ ✓

✓✓ ✓✓ ✓







functions


serving


HOW

GREY iSTUDY INFLUENTIAL TOUCHPOINTS & …• Given the importance of price as a purchase barrier,...

Documents

Transcript of GREY iSTUDY INFLUENTIAL TOUCHPOINTS & …• Given the importance of price as a purchase barrier,...