CONSUMER INSIGHT BEAUTY EVENT FINDINGS

Transcription

1 CONSUMER INSIGHT BEAUTY EVENT FINDINGS

2 INTRODUCTION During May 2012 breed carried out a qualitative research programme on behalf of a major international retailer. The retailer piloted a beauty event in nineteen of its stores before making a decision whether to roll out the campaign across a large proportion of its retail estate. THERE WERE SEVERAL KEY OBJECTIVES FOR BREED'S RESEARCH: To gain a deeper understanding of customer reaction to the event by garnering their opinions. Whether the event would drive sufficient change in customer behaviour to support a wider rollout. Whether, as a result of the pilot, customers would perceive the stores as beauty destinations in their right. The responses to questions from over 400 respondents were collected and analysed. The results of the report are confidential. However, this short document features excerpts from the wider research document just to provide a summary. At a time when several traditional grocery retailers have been downsizing their range of beauty products, Our client conducted a limited store pilot to evaluate whether a branded event would drive a significant increase in beauty product purchase. The beauty event was carried out between the 9th and 29th May in 19 stores accross its UK retail estate. 2

3 Product uplift was reported by each pilot store and measured against non-event control stores where the 3 for 2 promotion was also taking place. This was despite the fact that all grocery and specialist competitors were also running promotions on beauty products. Selected pilot stores were subject to a health and beauty makeover - power isles were dressed as beauty salons and in some stores nail bars and beauty consultants were on hand to advise on product purchases and carry out beauty treatments. Displays featured a number of mod s displaying a wide range of cosmetics, skin and haircare products from brands such as Max Factor, L Oreal and Olay. For example, Boots and Superdrug were also running 3 for 2 promotions across a number of products also featured in the beauty event. This report outlines the results of qualitative research undertaken by breed, a creative and retail insight agency, to complement existing event reporting. The research set out to answer a number of specific questions. These included: k What made customers interact with the event stand and purchase products? k What was the visual impact of event stand design? k Would customers buy beauty products at the event that they had not intended to? k How did they rate it compared to other places that they would normally shop beauty products? k Would they use it again? Regularly? "Nice and clear layout. The frame décor is attractive. It s a separate aisle makes it more separate from normal shopping more special".

4 KEY FINDINGS It s easier to find what you want. Looks like a beauty department. Names of brands across the top so easier to find specifics. VISITING THE EVENT Over 400 customers were interviewed during the three week pilot. These respondents told us the three main reasons for visiting the stand were to: Buy something in particular (37%) As a result of the display (37%) The promotional prices (10%). Interestingly, weekend visitors tend to be more focussed on wanting something in particular 47% said this, compared with 28% of weekday visitors. 4

5 CONVERSION TO PURCHASE Among the 33% of all respondents who had bought something from the beauty stand, over half of these had not intended to buy anything which is very encouraging. This represents 19% of all respondents, suggesting that the impact of the beauty event encouraged around one in five visitors to the promotion to buy something they had not intended to. This finding was reflected by the increase in sales figures reported by stores. Not intended to buy Intended to buy % bought product 43% 33% ANY 17% ANY MAKE-UP Haircare product Skincare pr oduct 56% 14% 10% Nail product 7% Face makeup 6% Lip makeup 4% Eye makeup 4% 62% 56% 41% 67% 38% 44% 59% 33% (Base) % 42% 26 63% 38% 16 53% 47% 17 "Great idea to shop all at once and convenient. Saves time moving from one store to another".

6 "Well laid out... that s great. You ve made a change in the store, an improvement to my shopping experience". RATING THE BEAUTY EVENT Among those who rated it most positively (8 or more out of 10), the key reasons were ease of finding what they were looking for, the attractive nature of the display and the layout. Where the experience was rated less positively (5 or less out of 10), the main reasons were limited product range or low stock levels and unattractive displays. 6

7 PROFILE OF RESPONDENTS GENDER, AGE AND SOCIAL CLASS During interviews, respondents were profiled in order to determine whether results varied by social class and age. Not surprisingly, 98% of respondents who visited the beauty event were female and 74% were either AB or C1 profile. Shoppers who mainly buy their beauty products in our client s stores tend to be 35 and over. There is a greater proportion of under 35s who prefer Boots and Superdrug. There are no significant differences in terms of social class. For more explanation of social class please click here. 74% of respondents said they visited our client s stores at least once per week.

8 ABOUT breed is a specialist creative and retail insight agency which evolved out of he first Production Outsourcing Company specifically to support startup agencies. Formed in 2005 to enable brands and retailers to deliver innovative market communications solutions and consumer and audience insight.