From our study of 1000 female grocery shoppers, supporting focus groups and input from Cranfield School of Management, our Shopping Centred study has thrown up some challenging data, and some intriguing questions to go with the findings. Here's a flavour of some of the outcomes and the areas of subsequent development we are working through with our clients
Social networks do not sell products with only 4% claiming ‘social’ as an influence on their buying habits.
So how should social media – and brand websites - really be used....?
Family and friends are the dominant influence on buying decisions with 82% claiming trust in this source
So how do you work this circle of trust effectively as the ‘real social’?
Celebrity endorsement ranks very low as an influence on grocery buying habits with only a 4% trust rating
So how do you harness ‘experts’ instead who have a 20% trust rating?
More than a third of people ‘share’ information about products weekly, and 80% of this is still face to face.
So which messages and channels score best to shape conversations?
Only 25% of shoppers see themselves as spontaneous, whilst 49% research or plan shops in detail
How do you pre-educate/work with the planners to spread the word?
PR is the channel that comes out with the highest rating for trust and reassurance in the marketing mix.
But what are the different roles for the different forms of earned space?
If these questions are now on your mind as well then we should probably talk...