1、Ken Zhang - Zdology Ltd. A member of WPP group,10 Shopper Insights You Must Know 10个你要知道的购物者洞察及其启示,Page 2,关于智道,我们根据客户需求，从我们的专业知识中提取与之相配的研究方法，帮助我们的客户更好地服务他们的顾客。,智道是国内第一家专注于购物者研究、渠道研究以及终端测试的专业市场研究和咨询公司。2008，智道成为WPP集团的一员。,我们为客户提供广泛的购物者研究和零售（服务）终端测试工具和技术来洞察顾客的深层次的思维和行为。,Page 3,我们的客户,我们的客户主要是跨国公司和本土大型企业，
2、包括联合利华、沃尔玛、箭牌、强生、摩托罗拉、红牛、辉瑞制药和卡夫等等。,Page 4,以购物者为核心，工商合作战略,以购物者为核心，工商合作战略策略的制定建立在对所有门店、消费者和购物者全面的理解基础上，通过在购买点和消费场所的卓越执行来实现的。,Page 5,这些购物者洞察的来源?,100+ 购物者行为与态度研究项目 3000+ 小时店内购物者行为观察研究录像,Page 6,BehaviourScanTM,有时候，声称的东西和我们看到的东西有很大的差异 BehaviourScanTM 提供最客观的方法来获取在终端究竟发生了什么，并且量化购物者在货架前的行为。,Page 7,Behaviour
3、ScanTM,通过这个专业软件, 透过三个隐藏的摄像头，我们同步分析录像并记录购物者的行走路线和货架前的行为。,Page 8,眼动行为研究,目标是找出改善货架布置和终端助销工具的最优方法。评估结果能够直接运用于新产品的摆放位置、货架和其他终端助销工具的改善。,Page 9,眼动行为研究,Shoppers have a difficulty to make the decision 消费者做购买决策是有困难的 Shoppers want to feel smart when making the decision 消费者希望自己的选择是精明的 Shoppers have a limited ab
4、ility to process too much information消费者很难“消化”各种纷繁复杂的信息 Shoppers use memory to give meaning to objects 消费者运用记忆来理解所见到的目标 Shoppers need consistent messages in and out of the store消费者需要店内外的信息保持一致 Discontinuity creates triggers of shoppers attention 不连续的刺激可以引发消费者的注意 Shoppers most easily recognize visual
5、 stimuli消费者认知图像的能力远远胜过文字 Shopper use recognized segments to speed selection process 消费者运用所记忆的分类来快速做购买决定 Shoppers tunnel vision and “boomerang” behaviour 消费者的隧道视觉及“飞去来器”行为 Shoppers need to be reminded for the items they may need 消费者需要被提醒他们想购买的品种,10 SHOPPER INSIGHTS 10个购物者洞察,Page 11,Shoppers have a di
6、fficulty to make the decision 消费者做购买决策是有困难的,More choices, more difficult to make a selection消费者面对的选择越多，意味着他们做出选择的困难也就越大 It is very common that shoppers do not know what they exactly want.消费者并不清楚他们想要什么，这种情况非常普遍 Shoppers need information/education to make selection.消费者需要一定的信息和指导来帮助他们做出选择,1,选择很少,选择过量,P
7、age 12,Shoppers have a difficulty to make the decision 消费者做购买决策是有困难的,1,Avg. # SKUs Carried by a Supermarket - Shampoo 平均每个超市中销售的洗发水的个数,数据来源: CCFA Chain Store Annual Report,46% shoppers spend 3min+ in front of shelf 46% 的消费者在货架前花费的时间超过了3分钟52% shoppers pick up 3+ products52% 的消费者拿起的产品超过了3个,数据来源: Zdolo
8、gy Mini-Market Shopper Research,Page 13,Shoppers have a difficulty to make the decision 消费者做购买决策是有困难的,1,More choices, more difficult to make a selection消费者面对的选择越多，意味着他们做出选择的困难也就越大 It is very common that shoppers do not know what they exactly want.消费者并不清楚他们想要什么，这种情况非常普遍 Shoppers need information/educ
9、ation to make selection.消费者需要一定的信息和指导来帮助他们做出选择,Page 14,Shoppers worry about if the selection that they make is wise and smart, especially from others eyes.消费者总是在疑虑自己做出的决定是否精明，尤其是在他人眼中。,I Want “Cheap” 我想要“便宜”,I Want “Value” 我想要“价值”,I Want Be Smart! 我要精明！,Shoppers want to feel smart when making the de
10、cision 消费者希望自己的选择是精明的,2,Page 15,Do you think whether shopper will feel smart with the promotion? 您认为消费者能否从这个促销活动中感觉到自己的选择是精明的吗?,2 Shoppers want to feel smart when making the decision 消费者希望自己的选择是精明的,2,Page 16,Shoppers worry about if the selection that they make is wise and smart, especially from othe
11、rs eyes.消费者总是在疑虑自己做出的决定是否精明，尤其是在他人眼中。,Shoppers want to feel smart when making the decision 消费者希望自己的选择是精明的,2,Page 17,Shoppers have a limited ability to process much information消费者很难“消化”各种纷繁复杂的信息,The mind can only process 5-7 pieces of information人的大脑只能同时接受5-7条信息 Too much information leads to “lock ou
12、t”过多的信息造成消费者“大脑锁死”,3,Page 18,3. Shoppers have a limited ability to process much information,Shoppers have a limited ability to process much information 消费者很难“消化”各种纷繁复杂的信息,3,Thousands of stimuli exist in a store:一个商店中可能存在成百上千种刺激物： Some information is compressed其中一些信息被压缩 Some information is screened o
13、ut其中一些被排除掉,Page 19,Whats this brand? 这是哪个品牌?,Shoppers use memory to give meaning to objects 消费者运用记忆来理解所见到的目标,Shoppers need to be given a clear stimulus in order to access their memory.需要提供给消费者一个清晰的刺激来唤醒他们的记忆。,4,Page 20,Whats this brand? 这是哪个品牌?,Shoppers use memory to give meaning to objects 消费者运用记忆来
14、理解所见到的目标,4,Shoppers need to be given a clear stimulus in order to access their memory. 需要提供给消费者一个清晰的刺激来唤醒他们的记忆。,Page 21,Whats this brand? 这是哪个品牌?,Shoppers use memory to give meaning to objects 消费者运用记忆来理解所见到的目标,4,Page 22,Shoppers use memory to give meaning to objects 消费者运用记忆来理解所见到的目标,4,Shoppers need
15、to be given a clear stimulus in order to access their memory. 需要提供给消费者一个清晰的刺激来唤醒他们的记忆。,Page 23,Shoppers need consistent messages in and out of the store消费者需要店内外的信息保持一致,5,Page 24,Shoppers need consistent messages to make the transition from consumers to shoppers. 消费者需要店内外的信息保持一致，这样做能使消费者成为真正的购物者。,Sho
16、ppers need consistent messages in and out of the store消费者需要店内外的信息保持一致,5,Page 25,The mind ignores what it knows and focuses on differences大脑会忽略熟知的东西，而关注于那些不同的。,6,Discontinuity creates triggers of shoppers attention 不连续的刺激可以引发消费者的注意,Page 26,6,Discontinuity creates triggers of shoppers attention 不连续的刺激
17、可以引发消费者的注意,The mind ignores what it knows and focuses on differences大脑会忽略熟知的东西，而关注于那些不同的。,Page 27,6,Discontinuity creates triggers of shoppers attention 不连续的刺激可以引发消费者的注意,The mind ignores what it knows and focuses on differences大脑会忽略熟知的东西，而关注于那些不同的。,Page 28,From “flashy” visuals ,7,Shoppers most easi
18、ly recognize visual stimuli 消费者认知图像的能力远胜过文字,Page 29, to more subtle but unique approaches. 到更多精妙独特的方法,7,Shoppers most easily recognize visual stimuli 消费者认知图像的能力远胜过文字,Page 30,Whats this ? 这是什么 ?,7,Shoppers most easily recognize visual stimuli 消费者认知图像的能力远胜过文字,Page 31,Shoppers have much stronger abilit
19、y to process information through pictures/visuals than word.购物者更容易通过图片或者视觉材料而不是通过文字来获取信息,7,Shoppers most easily recognize visual stimuli 消费者认知图像的能力远胜过文字,Page 32,8,Shoppers first sort out what is not relevant, then choose among the remainder.购物者首先将与他们不相关的产品排除出去，然后才在剩下的产品中选择想要的。,Shopper use recognized
20、 segments to speed selection process 消费者运用所记忆的分类来快速做购买决定,Page 33,8,Seven distinct category segments have been identified以下是7个明显不同的品类区 Little association between cat and dog food在猫粮和狗粮品类之间几乎没有什么关联性 Pet health segment is associated with both cat and dog宠物保健区对于猫和狗来说都是有关联的,Shopper use recognized segment
21、s to speed selection process 消费者运用所记忆的分类来快速做购买决定,Page 34,8,Shopper use recognized segments to speed selection process 消费者运用所记忆的分类来快速做购买决定,Shoppers first sort out what is not relevant, then choose among the remainder.购物者首先将与他们不相关的产品排除出去，然后才在剩下的产品中选择想要的。,Page 35,Shoppers have a tunnel vision when view
22、ing fixtures at eye level.购物者在视觉水平线浏览货架的时候，具有与隧道类似的视觉效果 Also, if they cannot find what they want half-way down the aisle, they usually turn round and leave the fixture.而且，如果他们在经过通道一半以后还没发现他们想要找的东西，他们通常就会掉头离开货架,水平视觉,9,6% - 10%,4% - 5%,3% or below,Corridor side,% of interaction,Shoppers tunnel vision
23、and “boomerang” behaviour 消费者的隧道视觉及“飞去来器”行为,Page 36,9,Shoppers tunnel vision and “boomerang” behaviour 消费者的隧道视觉及“飞去来器”行为,Shoppers have a tunnel vision when viewing fixtures at eye level.购物者在视觉水平线浏览货架的时候，具有与隧道类似的视觉效果 Also, if they cannot find what they want half-way down the aisle, they usually turn
24、round and leave the fixture.而且，如果他们在经过通道一半以后还没发现他们想要找的东西，他们通常就会掉头离开货架,Page 37,10. Shoppers need to be reminded for the items they may need 消费者需要被提醒他们想购买的品种,10,Planned but not purchased instant noodle,Planned and Purchase instant noodle,Not planned but purchased instant noodle,Impulse purchase rate a
25、nalysis,Why? In-store triggers,No,Yes,Closure rate analysis,Why? In-store barriers,Details of preplan,Planned to buy instant noodle?,Yes,Purchased instant noodle or not?,Changed Plan or not?,Why? In-store impacts,Yes,74%,26%,12%,62%,33%,No,100%,Page 38,10,有计划购买却没有购买,有计划并且最终购买,没计划却最终购买,驱动购买比例分析,原因 店内
26、购买驱动因素,否,是,计划失败比例分析,原因 即店内购买障碍,计划的细节,是否计划购买,是,是否购买,是否改变计划细节,原因 店内购买影响力因素,是,74%,26%,12%,62%,33%,否,100%,Shoppers need to be reminded for the items they may need 消费者需要被提醒他们想购买的品种,Page 39,10,Not planned but purchased instant noodle 无计划但实际购买了目标品类,Impulse purchase rate analysis 冲动购买比率分析,Why? In-store trig
27、gers 为何？- 店内影响因素,26% Impulse Purchase 26% 冲动购买,Shoppers need to be reminded for the items they may need 消费者需要被提醒他们想购买的品种,Page 40,Breakfast solution “Squeeze a minute into your morning”“早餐解决中心”-“将您的早点浓缩在1分钟内解决完毕” Reminding shoppers to buy their morning fresh juice with their newspaper.提醒购物者连带购买果汁和报纸,
28、10,Shoppers need to be reminded for the items they may need 消费者需要被提醒他们想购买的品种,Page 41,10,Simple “meal solution” approach.简单的“膳食解决方案” Increasing value of purchase with pasta and cook sauces.用通心粉和煮食的酱汁来增加购买总价,Shoppers need to be reminded for the items they may need 消费者需要被提醒他们想购买的品种,Page 42,Grouping cat
29、egories in a shopper logical way stimulates the triggers to memory leading to more sales whether planned, unplanned, or impulse.在店内以合理的方式组合各种品类，以寻求更好地刺激有计划的、无计划的或者冲动型的购买行为。,10,Shoppers need to be reminded for the items they may need 消费者需要被提醒他们想购买的品种,Page 43,以购物者为核心，工商联手 共创价值！,Page 44,Thanks！ 谢谢! 张凯 电话：020-28331388 Email：,
