We are shopping at Supermarkets more than ever, the UK grocery market is forecast to grow by 14.8% between now and 2023, to a value of £218.5bn. But the way we shop is evolving, life is getting busier and we are changing our shopping habits accordingly. We don’t have the time or inclination to spend ages in a supermarket carefully browsing each isle – we are mission orientated.
INTRODUCING THE RETAIL GAP
60%
of us get up earlier than we used to
54%
of people feel that they now have less ‘me time’
34%
agree that life is less routine-driven than previously
This means on an average visit to the supermarket, we only plan to cover a small section of it to get what we need – from 25% of the categories in the store if we are doing a shop for many days (weekly shop), to only 5% of the categories available if we are getting food for now (i.e. popping into grab lunch).
We call this the Retail gap – a big part of the store that despite the supermarket’s clever attempts typically isn’t getting and consumer to brand exposure. And it happens across a number of major supermarket categories.
THE RETAIL GAP
PRIME
Prime + Push with Asda & Sainsbury’s Live
HOME
Intro
THE GROCERY GAP
THE RESULTS
METHODOLOGY
MOMENTS 2019
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The pace of modern life is reshaping how we shop. Brand choices are made whilst we dash around the store, after a big day at work, or on a jam-packed weekend. Who’s got the time to browse every aisle? As convenience and purpose led shopping missions increase, it’s more important than ever to drive shoppers into your category aisle, and maximise the chance of them picking up your brand when they arrive. Clear Channel have developed a PRIME & PUSH strategy for brands to take advantage of this shift in shopping habits. Discover how our Sainsbury’s Live and Asda Live digital screens maximise shopper brand awareness and drive sales.
680
digital screens at the biggest stores
100%
stunning full motion video content
£51bn
yearly sales
9m
households visit both Sainsbury's & Asda
31.4%
market share (vs Tesco 27.6%)
+
2 sq. metres
of creative canvas, located precisely at store entrances
£219bn
UK grocery market by 2023 (+15% market growth)
of shoppers agree “life is less routine-driven than before”
29mins
average time in a large supermarket (-20% vs ten years ago)
The perfect platform to PRIME & PUSH…
Source: Kantar Worldpanel Grocery Market Share, The Grocer.
THE CHALLENGE FOR BRANDS... BRIDGING THE GROCERY GAP
Shoppers only cover a small section of a supermarket to get what they need: typically less than one-third of the store. Brands are faced with two types of supermarket shoppers … those planning to visit your aisle or those shoppers who are not going to even see your brand, let alone stick it in their basket.
7/10
shopping trips will result in shoppers not spending in your category
25%
of all product categories visited when doing a ‘shop for many days’
5%
of all product categories visited when getting ‘food for now’
Using the latest eye tracking and emotion monitoring research tools, we’ve partnered with retail experts Shopper Centric to uncover the science behind key shopping behaviours at supermarkets. Click on our interactive graphic below to find out more about the PRIME & PUSH strategy and how shoppers engage with our Sainsbury’s & Asda Live digital screens.
Click for more
To successfully PRIME & PUSH shoppers you first need to understand why consumers behave as they do.
So, whether we’re trying to move shoppers around the store or influence product choice, the one thing we need to do is trigger an emotional reaction – a positive, physical reaction to a stimulus.
With over 650 full motion digital screens located precisely at store entrances, we wanted to understand if our Asda & Sainsbury’s Live screens were capable of eliciting the positive emotional response needed to PRIME & PUSH.
Using the latest eye tracking and emotion monitoring research tools, we’ve partnered with retail insight experts Shopper Vision to uncover the science behind some of the key shopping behaviours at the supermarket and how shoppers interact with our digital screens.
Sparking positive emotion
CHECK OUT OUR NEW RESEARCH
Philip Adcock, Supermarket Shoppology – The Human Nature of Successful Marketing
Source: i2c
Using the latest eye tracking and emotion monitoring research tools, we’ve partnered with retail insight experts Shoppercentric to uncover the science behind some of the key shopping behaviours at the supermarket and how shoppers interact with our digital screens.
Valence (Measure of positive (+) or negative (-) emotional response)
STATIC ADVERTS
Proportional Valence (% of total ad contact time where valance was observed)
Heart Rate (Variance (+/-) vs. resting heartrate)
FULL MOTION ADVERTS
+4.98%
+12.14%
+6.26%
+19.56%
+13.3%
+29.2%
get in touch
PRIME & PUSH with Sainsbury’s & Asda Live to maximise shopper brand awareness where it really counts – at the store.
Get in touch to find out more: 020 7478 2200
clearchannel.co.uk | @clearchanneluk | 020 7478 2200
FULL research methodology
PARTICIPANTS
CALIBRATION
RESULTS
STATIC & FULL MOTION
Eye Tracking (97% Accuracy)
Heart Rate (97% Accuracy)
Micro Emotions (90% Accuracy)
Ad contact
Intensity (Power of positive emotion)
Valence (Positive emotion)
Shoppercentric’s research methodology proves that digital 6-sheet screens evoke positive emotional feelings among shoppers – pushing them to an aisle they were not intending to visit.
EXPOSURE/TEST
Mindtrace software tracks eye movement, establishes resting heartrate and baseline emotional state.
Participants shown video of entry to store past either a static of full motion digital poster.
Eye tracking registers contact with advert – subsequent changes in emotional state or heart rate are recorded.
BACK
The flexibility of Asda and Sainsbury’s Live means you can easily match up to promotions and seasonal sales periods, running for either prolonged or shortened bursts to maximise campaign relevance and impact. Check out our interactive product category infographic below to help you pin-point those moments when you need to PRIME & PUSH.
Suncare
The season is long, with data suggesting that Easter could be a good start point for brands to take the lead with advertising and ‘Prime + Push’ shoppers.
Self Tan
Allergy
Impulse Ice-cream
Weather activated ‘Push’ campaigns could further drive Impulse Ice Cream purchases. Sales generally dip mid-school holidays, highlighting opportunities to extend the season to end a bit later in the year.
WORLD LAGER
Potential opportunity to ‘Push’ shoppers into this comparatively lower frequency purchase category - to improve performance at the back end of the season, when Back to School may be dominating advertising messages.
Magazines
The Magazines category has a strong summer peak, boosted by the School Holidays – opportunity to ‘Prime + Push’ shoppers to drive sales in the category further.
Gaming
Computer games peak around school holidays (outside of big releases). Opportunity to ‘Prime + Push’ shoppers to drive sales in the category further.
Weight Management
Weight Management is traditionally sold more during the summer months - ‘Prime’ advertising opportunities to ensure your brand messages cut through with shoppers. Opportunity to also stand out and drive additional sales in winter months with tactical ‘Push’ messaging.
Alcohol (for gifting)
The majority of the Beers, Wines & Spirits (for gifting) category is purchased the week before Christmas, however Alcoholic drinks in general have a longer season of at least 3 weeks before Christmas – opportunity to ‘Push’ shoppers into this comparatively lower frequency purchase category to drive additional sales.
Cold & Flu
Cold & Flu could be capitalised on from October through to April with weather activated ‘Prime & Push’ messaging to drive shoppers to isle.
Product Category Volume Sales
(% change in sales vs average weekly sales over 52 weeks)
POWERPOINT DOWNLOAD
pick your
MOMENTS
Supermarket shoppers don’t make highly rationalised decisions. They don’t want to dedicate too much time researching and comparing which brands to choose from the thousands stocked in store, so brand selection is influened by emotional responses. Shoppers revert to human instinct and process stimuli – and then they act.
CEREBRAL CORTEX
Instinctive reaction i.e. fight of flight
Emotional response i.e. positive and appealing or dangerous and bad
LIMBIC SYSTEM
BELIEFS & ATTITUDES FORMED
SUPERMARKET SHOPPER
1 of 50,000
stocked in a large supermarket
Shoppers are exposed to
Av. 5,000
price promotions in store
Brand equity
AISLE VISITOR
NON-AISLE VISITOR
purchase
NO PURCHASE
Views & Opinions
Advertising
Product Experience
Historical Context
PUSH
CONTACT
Click
STIMULUS
DECISIONS FORMED
Shoppers arrive with a ‘mission’ mindset.
Shoppers split into two groups – those planning to visit your aisle, and those going nowhere near it.
Stimulus (Brand Triggers)
Shoppers that end up in your aisle have the potential to come eye to eye with your product stimulus.
If a shopper notices your product stimulus, brand equity is recalled and the likeliness to purchase your product increases.
Your brand is
What happens if we prime shoppers with the additional stimulus of digital screens prior to them arriving in the aisle?
Next
On average, the number of customers purchasing increases by 10%. And every time a product is purchased, it sparks a cycle of brand equity – reinforcing those emotional connections, the smell, the taste, the texture, the time spent with the brand – and this all feeds straight back in to brand equity, ready to better prime customers next time round.
When we enter a supermarket, we revert to primitive impulses, choosing well-trodden paths and reacting to stimulus and emotion. Shoppers on a specific mission will not go near your product stimulus if they’re not planning to buy from your category. How can brands move more shoppers in to aisle – triggering essential brand equity to drive the sale? Shoppercentric research proves that digital 6-sheet screens evoke strong positive emotions among shoppers – interrupting their habitual purchase processes and pushing them to aisles they were not intending to visit.
video stimulus
X2.4
X3.1
X2.2
DIGITAL 6 SHEETS
SHOPPERS TO AILES
For every additional £1 sales generated for the advertised product, on average, the overall category grows by an additional £3.60
