Epson POS (Point of Sale) Survey A survey conducted by Coleman Parkes Research for and on behalf of Epson and Splash PR

Transcription

1 Epson POS (Point of Sale) Survey A survey conducted by Coleman Parkes Research for and on behalf of Epson and Splash PR Final Results - October 2012

2 Survey Background This study is based on 500 carefully controlled, detailed online surveys with these job functions:- Number of interviews for Job function Marketing Manager for a consumer product Brand Manager for a consumer product Brand or promotions or marketing specialist for a retailer TOTAL 1 This presentation covers the overall results and includes specific results for Number of interviews for Country The questionnaire was designed by Coleman Parkes Research and Epson. All fieldwork was undertaken during August All online research was undertaken under the strict rules of ESOMAR and the MRS.

3 Q.1 Which of the following factors currently impact the type of signage that you use when promoting your products in-store? - Print Multi-code Duration of the campaign The type of product being promoted (e.g. high end versus mass market) The objectives of the campaign The available budget The location where people will see it Regional based demographics Gender based demographics Age based demographics Base: Respondents % Slide 3

4 Q.1 Which of the following factors currently impact the type of signage that you use when promoting your products in-store? - Electronic Multi-code Duration of the campaign The type of product being promoted (e.g. high end versus mass market) The objectives of the campaign The available budget The location where people will see it Regional based demographics Gender based demographics Age based demographics Base: Respondents % Slide 4

5 Q.1 Which of the following factors currently impact the type of signage that you use when promoting your products in-store? - Electronic and Print (compared) Multi-code ELECTRONIC PRINT Duration of the campaign The type of product being promoted (e.g. high end The objectives of the campaign The available budget The location where people will see it Regional based demographics Gender based demographics Age based demographics Base: Respondents % Slide 5

6 Commodity/mass market products High end goods Q.2a Which of the following dictates the POS media you use in-store? Multi-code Electronic Print Base: Respondents % Slide 6

7 Commodity/mass market products High end goods Q.2b Thinking forward to 2020 which media do you think will be most often used to promote your product to each of the following? Multi-code Electronic Print Base: Respondents % Slide 7

8 Commodity/mass market products High end goods Q.2a Which of the following dictates the POS media you use in-store? - Now and 2020 (compared) Multi-code NOW Electronic Print Base: Respondents % Slide 8

9 Products aimed at males Products aimed at females Q.2a Which of the following dictates the POS media you use in-store? Multi-code Electronic Print Base: Respondents % Slide 9

10 Products aimed at males Products aimed at females Q.2b Thinking forward to 2020 which media do you think will be most often used to promote your product to each of the following? Multi-code Electronic Print Base: Respondents % Slide 10

11 Products aimed at males Products aimed at females Q.2a Which of the following dictates the POS media you use in-store? - Now and 2020 (compared) Multi-code NOW Electronic Print Base: Respondents % Slide 11

12 Products aimed at year olds Products aimed at year olds Products aimed at the over 65s Products aimed at year olds Products aimed at teens Products aimed at children Q.2a Which of the following dictates the POS media you use in-store? Multi-code Electronic Print Base: Respondents % Slide 12

13 Products aimed at year olds Products aimed at year olds Products aimed at the over 65s Products aimed at year olds Products aimed at teens Products aimed at children Q.2b Thinking forward to 2020 which media do you think will be most often used to promote your product to each of the following? Multi-code Electronic Print Base: Respondents % Slide 13

14 Q.3 Which of the following are most important when you are deciding on:- Print POS Multi-code Ability to fill a limited space Ability to fill a large space Call to action Mass brand visibility Time to market General competitive trends/response to competition Physical location of the POS materials Nature of the product being promoted Cost The need for faster turnaround campaigns Customer impact Base: Respondents % Slide 14

15 Q.3 Which of the following are most important when you are deciding on:- Electronic POS Multi-code Ability to fill a limited space Ability to fill a large space Call to action Mass brand visibility Time to market General competitive trends/response to competition Physical location of the POS materials Nature of the product being promoted Cost The need for faster turnaround campaigns Customer impact Base: Respondents % Slide 15

16 Q.4a What are the main objectives of your current in-store POS media activity, by type of media? Print POS Sales drive Change of demographic/market reposition 0 26 Special offers promotion Brand positioning Brand awareness generation Base: Respondents % Slide 16

17 Q.4a What are the main objectives of your current in-store POS media activity, by type of media? Electronic POS Sales drive Change of demographic/market reposition Special offers promotion Brand positioning Brand awareness generation Base: Respondents % Slide 17

18 Q.4b Which of the following best describes how you currently manage your print POS activities? All our printing for POS is via an agency 4 30 We print some of our requirements in house and others via an agency We print all of our requirements in-house Base: Respondents % Slide 18

19 Q.4c And how do you see this changing in the by 2020? All our printing for POS will be via an agency We will print some of our requirements in house and others via an agency We expect to print all of our requirements in-house Base: Respondents % Slide 19

20 Q.4c And how do you see this changing in the by 2020? - Now and 2020 (compared) NOW 2020 All our printing for POS is via an agency We print some of our requirements in house and others via an agency We print all of our requirements inhouse Base: Respondents % Slide 20

21 Print Electronic Q.5 In terms of POS activity now, would you say volumes per campaign, by type of media are? Increasing Decreasing Staying the same Base: Respondents % Slide 21

22 Q.6 Which of the following factors are impacting the trend for print based in-store POS? Multi-code The drive to push up sales Drive from product providers needing quicker refresh Campaign length Competitive pressure Need for more specific local activity Campaign value/budget Base: Respondents % Slide 22

23 Q.7 Which of the following factors are impacting the trend for electronic in-store POS? Multi-code Desire to use new technology more The drive to push up sales Drive from product providers needing quicker refresh Campaign length Competitive pressure Need for more specific local activity 0 26 Campaign value/budget Base: Respondents % Slide 23

24 Q.8 For the type of product that you promote what do you consider to be the optimum running time for a campaign in days? Q.9 By 2020 what would you envisage the optimum running time for a campaign in days to be then? Open-end 6,8 9,5 Optimum Running time ,7 Optimum Running time Now 9,2 0,0 2,0 4,0 6,0 8,0 10,0 Base: Respondents Mean Score Days Slide 24

25 Q.10 Which of the following dictate the campaign length for in-store POS? The success of the campaign New product developments The competition response The product lifecycle The available budget The media being used Base: Respondents % Slide 25

26 Q.11a What is the frequency of change to campaigns and their supporting POS materials in store now? Hourly A few times a day Daily A few times a week Weekly Less often than weekly Base: Respondents % Slide 26

27 Q.11b And what do you envisage to be the norm by 2020? Hourly A few times a day Daily A few times a week Weekly Less often than weekly Base: Respondents % Slide 27

28 Q.11b And what do you envisage to be the norm by 2020? - Now and 2020 (compared) NOW Hourly A few times a day Daily A few times a week Weekly 2020 Less often than weekly Base: Respondents % Slide 28

29 Q.11c What would you say will be the ideal time for a campaign and supporting material come 2020? Hourly A few times a day Daily A few times a week Weekly Less often than weekly Base: Respondents % Slide 29

30 Q.12 By 2020 which do you think will be the single most important print POS model? Neither Distribute and print 3 60 Centralised print & distribute Base: Respondents % Slide 30

31 Q.13 Which of the following best describes your current status regarding localised printing? (P1/2) There is currently no provision being made to support local print 0 3 We already have localised print solutions trialled and firmly in place 7 11 We don t see localised print being a viable solution 8 11 We recognise the need for localised print but currently do not have the commitment from senior management We recognise the need for localised print but currently don t have the investment budget to support it 0 34 We are already trialling localised printing in selected stores Base: Respondents % Slide 31

32 Now Q.14 a Currently what proportion of your POS activity is delivered through each of the following? Q.14 b By 2020 what proportion of POS activity will be delivered through each of the following? NOW Electronic Print based Base: Respondents Mean Number Slide 32

33 Q.15 Which of the following is driving the change between now and 2020? Competitive pressures Customer expectation Ability to use new technology A focus on a new demographic Changes in budget A change in business direction Base: Those with a change in Q.14 % Slide 33

34 Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Speed of change of POS campaign Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank Rank Base: Respondents % Slide 34

35 Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Changing consumer attitudes Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank Rank Base: Respondents % Slide 35

36 Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Expectations for new POS technologies among consumers Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank Rank Base: Respondents % Slide 36

37 Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Gaining budget sign off Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank Rank Base: Respondents % Slide 37

38 Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Campaign analytics - Measuring the success of POS campaigns Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank Rank Base: Respondents % Slide 38

39 Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Localising campaigns cost effectively Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank Rank Base: Respondents % Slide 39

40 Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Competitive pressure Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank Rank Base: Respondents % Slide 40

41 Q.16 Please rank the following to reflect what you see as the challenges facing POS campaigns between now and 2020? Space available in-store Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank Rank Base: Respondents % Slide 41

42 Q.17 Between now and 2020 do you envisage a need to change/extend your current target market to drive growth? Yes No Base: Respondents % Slide 42

43 Q.18 If Yes, how do you see the change in practice? Where will you move the focus to? Changing the socio economic group Changing the regional demographic, for example from north to south Changing the age demographic Moving to a luxury end focus Moving to a higher end market focus Moving to a more specialist focus Moving to more mass market focus Base: Respondents who said yes at Q.17 % Slide 43

44 Q.19 Please select what you see as the core tactics for evolving your instore POS strategy between now and 2020 to positively impact your Brand? Multi-code More personalised promotion to the customer by venue/product etc More frequent campaigns Faster execution of campaigns Ability to localise campaigns Ability to be more creative with mixed media Increasing media choices such as electronic/digital Base: Respondents % Slide 44

45 Metallics Spot colours Gloss Q.20 Thinking just about POS print media, which of the following are likely to positively impact engagement/attention of the customer and which could negatively impact the customer engagement? (P1/3) Improve Detract Base: Respondents % Slide 45

46 Complex signage Multi-message signage Q.20 Thinking just about POS print media, which of the following are likely to positively impact engagement/attention of the customer and which could negatively impact the customer engagement? (P2/3) Improve Detract Base: Respondents % Slide 46

47 Infographics Large scale materials Q.20 Thinking just about POS print media, which of the following are likely to positively impact engagement/attention of the customer and which could negatively impact the customer engagement? (P3/3) Improve Detract Base: Respondents % Slide 47

48 Q.21 What percentage of your total POS promotional activity (split by, Print, Electronic) do you think actually meets its stated objectives? Open-end Electronic activity Print activity activity Base: Respondents Mean Number Slide 48

49 Q.22 What is your current annual POS in-store budget? Up to 100, , , , , , , , , , , ,000 1M 1.1M 1.5M 1.6M 2M M - 3M 3M - 4M Over 4M Base: Respondents % Slide 49

50 Q.23 Which of the following are the biggest drivers for missing POS campaign objectives in-store? Multi-code Badly designed/inappropriate signage Materials not produced/supplied on time Failure of the actual campaign to hit sales targets Competitive reaction changes the campaign focus Failure to target the right demographic New products fail to launch on time Campaigns are scrapped earlier than expected Campaigns are scrapped before they start Base: Respondents % Slide 50

51 Q.24 Thinking forward to your possible 2020 POS campaign budget, compared to 2012 do you expect it to be Significantly less 2% 4% Marginally less 6% 16% The same 6% 24% Marginally more 13% 52% Significantly more 22% 54% 0% 10% 20% 30% 40% 50% 60% Base: Respondents % Slide 51

52 Q.25 What will impact this trend in your budget? Multi-code Costs of providers Competition from different advertising routes/channels Fears around the economy The need to reduce costs The drive for more profit Technological advancements Base: Respondents % Slide 52

53 Q.26 What is the impact of this trend in budgets on campaign lifetimes? Multi-code Campaigns are more customer centric Campaigns are more local Campaigns are more global 0 26 Campaigns are more focused Campaigns are getting shorter and sharper Base: Respondents % Slide 53

54 Q.27a Q.27b How many of each type of in-store campaign do you run annually now? And by 2020 how many of each do you think you will be running Open-end NOW Electronic Print based POS Base: Respondents Mean Number Slide 54

55 Q.28 Between now and 2020 which of the following do you think will be the key challenges that you will face with regards to POS activities? Multi-code Keeping POS campaigns engaging and targeted Keeping up with competitive activity Generating more flexible POS campaigns Reducing time to market for new products Responding to changing customer demands Extending the demographic focus of the business Changing the business direction to target a different demographic Base: Respondents % Slide 55

56 Q.29a As a brand owner/marketing manager what issues do you expect you will have to respond to over the coming years? Multi-code Decline in sales in core target Changes in POS budgets Changes in POS technology Changes in consumer needs Changes in consumer habits Changes in business direction Base: Respondents % Slide 56

57 Q.29b And how will you react to those issues? Multi-code Different media for POS used Re-definition of demographic target More mass market focus More targeted POS Base: Respondents % Slide 57

58 Q.30 And lastly, do you agree or disagree with each of the following statements? We have found it increasingly difficult to ensure POS campaigns are targeted and minimise wastage Even with all of the changes in technology, print signage will remain vital in-store We will need a core change in business direction to meet our long term goals Over the past 2 years we have been able to improve campaign targeting and reduce wastage New in-store electronic POS technology allows shops to compete more strongly with online retailers Base: Respondents Who Agree % Slide 58