Henkel

Adhesives &
Glues

Workshop

Xploring & strategic/creative

recommendations
14 January,
2008

We need to know more than

ever how customers are
redefining value
John Quelch of Harvard Business School

Why?

70% of brand
purchase decisions
are made at point
of purchase
Source: POPAI

Power of in-store in the brand

communication mix
Points of Awareness by Source
TV ads
In-store
Print Ads
FSIs
PR
Word of mouth
Samples
Internet
Outdoor
Other
Event marketing, Fit & TGIFs, celebrity/professional endorsements, etc.

Source: AC Nielsen

What is Shopper Marketing?

"All marketing stimuli designed to engage the
shopper,
build brand equity and lead him/her to make a
purchase
while he/she is in 'shopper mode.'
Deloitte Consulting for the Grocery Manufacturer's Association, September
2007

See the world through the eyes of the

shopper

What make S&SX different

We believe shopper marketing is an

approach not a discipline
Our work is driven by deep shopper
insights
Our solutions overcome purchase
barriers across the entire Shopping
Cycle
Our creative is centered around a
powerful idea and delivered through
great design
We treat execution as strategic

The Shopping Cycle

Our solutions are driven by Shopper

Insights

On every project, we
strive to understand....
Why shoppers shop?
What behaviour, which
emotions?
How they shop?
What are barriers?
What will make them come
back again?

Shoppers de-select

Shopper insight

How people think, what they feel and therefore

how they behave when planning, executing and
evaluating shopping

Xploring - the
approach
If you want to understand how a
lion hunts,
you go to the jungle,
not to the zoo
Essentially ethnographic in nature
Allows us to navigate the gap between claimed
and actual behaviour
By literally experiencing for ourselves what
Xploringsee,
is much
more
than gathering
information.
people
feel,
think
and o when
they goIt means going into
unknown territory. Its about real people in the real world. It means
shopping

taking risks, perhaps even taking a wrong turn. But thats often where
theexplore
differenceemotions
lies.
We
that drive the shopper, the
brand and the category

Shopper psychology

Shopper Psychology

The Shopper Experience

Our instruments

Create a dreamstate
An approach where we put us,
the shopper, in the centre
Less time searching = more
time shopping
Where the ultimate
experience is being pictured
(not status quo)
Focus on delivering a
shopping experience which is
based on navigation,
education and inspiration
Where you as brands can look
back on which true things
you definitely want to
execute

Shopper
Typologies

Typologies of

DIY-Shoppers

Acknowledgement of 4 different profiles of DIY-shoppers from Xploring

1. The apprentice/novice
2. The uninvolved/uninterested (can be qualified as a non-DIY-er)
3. The functionalist
4. The expert/semi-professional/passionate

The apprentice/novice will develop either into a functionalist or an expert

Mind that typologies are often based on extreme attitudes, whereas reality is less
caricatural

1. TheApprentice/Novice
Characteristics:
Little experience in DIY
Interested in doing it need/wish to
develop expertise

Mixture of pleasure and feeling of

uncertainty

Willingness to learn a lot about it

taking/gathering information wherever
he/she can

Often asking for some help from more

experienced DIY-ers

Small construction and reparation jobs

Not yet very clear which kind of jobs
he/she likes or doesnt like to do
(electricity or sanitary or building, .)

1. TheApprentice/Novice
Shopper Attitude:

Doesnt feel very secure when buying something he/she has never bought before lack of a
personal frame of reference easily feels overwhelmed and lost

Tendency to search for advice (before going to the shop i.e. a friend / family member who is
familiar with the subject or asking for help from staff in store)

Open to all kinds of information (folders, leaflets)

Very reliant on the information on the packaging
Sometimes decides to take the best known brand out of the need for reassurance
Visiting the DIY-department in a general supermarket as well as a DIY-store

LIST

I know what material I am dealing with, but I dont

yet know the best products or process for
achieving it. I have a vague idea

1. TheApprentice/Novice
ASSESS

PROMPT

I have a task at home, that I want to

complete. I know the result, but dont
know how to get to there

I want to fix this problem as soon

as possible but Im not sure what I
need

COORDINATE

Have never done this before, so I

need some advice. Ill ask a friend or I
just go down for the nearest DIY, since
I need more information.
ARRIVE

SHARE

Wow, this store has a lot of departments

Wow, I am proud, I have done a great

job. I am ready for the next level.

how do I know where to go?.

SEARCH & DISCOVER

What do I need
to do? I need some tips, so I either

go to the desk and ask for advice

wander around the store, looking for

help

head for the right category, look for

some clues and hope for the best

ASSESSING:

I am still not sure how to use it

properly, its trial and error. What do I
do, if I have got it wrong? Is it going to
work? Can I unfix it?

DESELECTION:

It seems that there are more solutions

to fix my problem, dont know where to
start!! So what was my task again?
I look for a brand I recognize (or the one
that was recommended), if I dont see it
I start comparing the products or I ask
for advice (again).

CONSUME:

Breaking into the packaging and using

the product is awkward and difficult the
first time I use it. It makes me feel
even more stupid

ASSESSING

I am still not sure if I got the right

size/format for the job I have to do.
How much do I need now/later?

EVALUATE:

I really feel confused, there are so many different

products and packs which communicate so much.
SELECT/PURCHASING

They all appear to do the same thing, but it is difficult to

compare. I decide to choose the brand I know best and
hope for the best

The Apprentice/Novicein
store

I dont see any

cues that help to
direct me to the
adhesives
department.
In front of the
shelf its hard to
select, so I
choose a brand I
recognize
because its all so
overwhelming

I feel confused
because they all
communicate
much the same
thing.

Wow, this is so
difficult to
compare
How do I know
which product
will be the best
for my job?

I decide to
choose the
brand I think
know best.

2. TheUninvolved/Uninterested
Characteristics:
Lack of expertise and interest in
DIY

Doesnt like any kind of DIY

activity experienced as a burden,
no pleasure related to it

Calls himself the man with 2 left

hands

Only does very small and really

necessary jobs

Only repairing, never construction

Interested in end result, not in
process

2. The Uninvolved/Uninterested
Shopper attitude
Easily feels annoyed and irritated if it is hard to make a decision/choice need for
immediacy & reassurance

Tendency to:
Ask a staff member for the best suited product
Buy what is well known
Rely on promises of practical application (e.g. Ni clou, ni vis of Pattex)
Buy a product on a display (not in the glue department) if attention is drawn to it
Might sometimes leave the department without buying a product at all
Preference to go to the DIY-department in a general supermarket (more convenient) instead
of a DIY-store

No or little inclination to stroll around in technical departments might spend some time in
more seducing/appealing departments

2. The

Uninvolved/Uninterested

PROMPT

I have a task at home, that I have to

complete. I must fix something. I know
the result, but havent got a clue how to
do this.
ARRIVE

This it the store I always go to for my

groceries, but I havent got a clue where
the glues would be. It is annoying that I
will need to search for it.

DESELECTION:

I look for a brand I recognize (or that

was recommended), if I dont see it, I
ask for advice (again) or leave the
category without buying.

EVALUATE:

SELECT/PURCHASING

I rely on the directions for use on the package, so

I decide to choose the brand that communicates to
me in the most simple and therefore understandable
way.

I really feel irritated, there are so many different

products and packs which communicate so
much.

The Uninvolved/Uninterested
in
store

All kinds of
groceries but
no adhesives!

I feel irritated
because of the
overload of
information on
pack.

If they make it
so difficult for
me, I will make
it easier for
myself

Ill go for the

alternative
simple to
understand,
probably good
enough at a
good price
easy choice

3. The Functionalist
Characteristics:

Often a certain level of expertise

Little pleasure involved in the activity
active out of necessity and moneysaving pleasure only related to the
result

In search of efficiency and speed in

every respect

Construction as well as reparation all

kind of DIY-jobs

3. The Functionalist
Shopping attitude
Experiencing all shopping in DIY as a loss of time
Need for a clear structure and logic in the shop as well as on the shelves, enabling him/her
to make a quick decision about the products needed interested in a plan/map of the
store

Only attentive and interested in the products needed

Attentive to prices and promotions often buying a standard product
In search of the best balance between price and quality might make some
calculations

Only in search of a sophisticated product if the standard product is not satisfactory for
doing the job

Decision in function of the (symbolic) value of the job/product

High value: prepared to spend some money

3. The Functionalist
ASSESS

I want to start this as soon as

possible to get it done.

PROMPT

LIST

I know what material I am dealing with, I make a

list of what I need.

I have a project at home, that I want to

complete.
ARRIVE

I know these stores, cant find it if you

start searching, therefore I use the map
of the store to lead the way to the right
departments.

SEARCH & DISCOVER

Spending too much time searching. Its a

waste of time. I search for anything
that can help me decide more quickly

DESELECTION:

I start searching for the brands I always

use and therefore trust, to see if these
are suitable for this job as well.

EVALUATE:

If it is a suitable product, I dont look further. I

only check the price and if it is reasonable, if
not, I go look for an alternative.

SELECT/PURCHASING

If the job is something I havent done before, Id rather buy a brand that Ive heard of.

The Functionalistin
store

I see a huge store

with too many
departments to go
and find the
adhesives
I have to look at a
map!!

I feel that
spending too
much time
searching is a
waste!

What is the
quickest and
most efficient
way to make a
decision?
Wheres the
logic on the
shelf??!!

I go for the best

price-quality option
that saves me
time, energy and
money (searching).

4. The Expert/Passionate
Characteristics
Expertise in one or some fields of
activities

Pleasure related to DIY highly involved

Pleasure in the activity (searching and
finding the solution to a problem) as well
as in the result

Eagerness to learn more about jobs,

materials, techniques and to experiment
with them

Pleasure in exchanging ideas with

professionals

Construction as well as reparation often

one or some domains in which has
acquired a real expertise

Lots of different appliances/machines and

tools at home

4. The Expert/Passionate
Shopping attitude
Has a good idea about the products he/she wants/needs, before going to the store
Pleasure in strolling around and discovering all kinds of innovations (when having time
or when planning a new project) sometimes a more practical and functional attitude
(during the realisation of a project and repairing shopping)

Autonomous purchase able to make a personal choice in the department

Preference for DIY- stores, compared to general supermarkets
Specific product features much more important than price
But price does play an important role
Likes to discuss a specific topic with the expectation of sharing and socializing

4. The Expert/Passionate

SHARE

I love to share experiences about DIY. It

keeps me up to date and it is nice to level
with other DIY-ers for tips and socializing.
ARRIVE

I already feel excited when I arrive in the

store, lets see what kind of new stuff
they have around.
SEARCH & DISCOVER

I love to stroll around to get some inspiration.

I am open to new products/innovations that I
might use for future jobs.

DESELECTION:

I start searching for the brands I always

use.

EVALUATE:
SELECT/PURCHASING

I care about the specific features, more then

price.

I double check the specific product features and

decide what format I will need.

The Expert in
store

I try to look for

new stuff that
could inspire
me in this job or
could be useful
for future jobs.

Some
excitement if I
discover
something new,
Some
disappointment
if it still looks all
the same in
store

I wish I could
find a little more
inspiration,
especially here
in the shop.
Ill check
another DIY
store..

I stick to what I
always use,
dont really
need any other
options.

Summary of Key Insights

of different Shopper
Typologies
In short:
three keys decisive factors are influencing each shopper typology in DIY:
depth of knowledge

complexity of job

planned or distress

Generally speaking:
A high distress or urgent purchase is more likely to appear amongst light
users/inexperienced users (unplanned; only buy it when they need it)
most likely to take place among Apprentices/Uninvolved
vs.
A planned purchase which is more likely to appear amongst more experienced
shoppers -> more heavy users (in this context )
most likely to take place among Functionalists/Experts

Inexperienced

shoppers versus

Experienced

Shoppers

INEXPERIENCED
The Uninvolved
The Apprentice

EXPERIENCED
The Functionalist
The Expert

Objective is to HOOK this shopper by

increasing penetration & volume

Objective is to KEEP this shopper by

increasing loyalty & retention

trade across

trade up

distress/urgent purchase (unplanned, infrequent)

DIY enthusiasts

low product knowledge and understanding

planned purchase (more frequent, they do more DIY)

task driven (I have a problem, I need to solve it)

higher product knowledge and understanding

more about repairing & fixing -

project driven

multi-purpose/universal products

more about construction & restoring -

more likely to shop @ supermarket

broader repertoire of products (some specialist)

NAVIGATION & EDUCATION = key

more likely to shop at DIY

INSPIRATION = key

Barriers to

Purchase

Barriers to Purchase Unexperienced

based on The Uninvolved, Apprentices
Only approaching
fixture when looking for
solution to a problem

Narrow aisles reduce

time & ability to stand in
front of shelf to make a
good selection

Lack confidence,
needs constant
reassurance

If they dont see it, they

wont buy it
Tend to stick to what
they know
Reliant on packaging
More likely to buy
smaller formats

Find the fixture cluttered

and confusing
Confronted by confusion
at shelf without finding a
solution

Barriers to Purchase Experienced

based on the Functionalist, Expert.

Lack of inspiration and

dialogue

No inspiration
Less receptive to POS
Stick to what they know

Summary

- Barriers to Purchase

EXPERIENCED
SHOPPER STARTS
HERE

BE A PARTNER IN THE
PROJECT AND MAKE IT
MORE ENJOYABLE

INSPIRATION

INEXPERIENCED
SHOPPER STARTS
HERE

NAVIGATION
EDUCATION
CLEAR NEED TO ADVISE AND
HELP THE SHOPPER TO
MAKE THE RIGHT DECISION

Summary Barriers to Purchase

Instore is where the trouble starts for the shopper as well as the
consumer

Bottle neck for barriers to purchase seems to be at the shelf for the
inexperienced as well as experienced

We need to:

Improve shopability
to hook & trade across
INEXPERIENCED

provide information / inspiration

to trade up
EXPERIENCED

Shopper Decision Trees

Shopper Decision Tree - Inexperienced

Shopper Decision Tree - Experienced

Shopper Journey
typology

- by

Media touch points

Inexperienced - Hook strategy

INSPIRATION

NAVIGATION
STOP = NAVIGATION
secondary placements
HOLD = EDUCATION

HOLD = EDUCATION

EDUCATION

CLOSE =
EDUCATION

Media touch points

Experienced - Keep strategy

INSPIRATION
STOP = INSPIRATION

HOLD = EDUCATION

NAVIGATION
HOLD = NAVIGATION/
EDUCATION

EDUCATION
CLOSE =
EDUCATION

Shelf Organisation

Principles

Strategic Reinvention

category -

Principles

for the