Brand Engagement Study - Retail

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Brand Engagement Study - Retail
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Brand Engagement Studies

• To demonstrate the ability of internet
  advertising to drive engagement
• To measure the effects of internet advertising on
  brand strength relative to other media
• To identify how internet advertising works
  alongside other brand contacts to increase brand
  consideration

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Three brand engagement studies to date
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A total of 38 communications tested
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Integrated Communications Evaluation
3 Components of ICE
Quantitative Research
To capture data on brand
engagement metrics and on all
recent contacts with test brands
PHASE 2
Multivariate Modelling
To build model of drivers of
brand engagement identify
relative impact of different
contacts PHASE 3
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Connecting brand contacts to engagement
Attitudes to department stores brands
Brand Contacts
Internet ad
Image
Websites
TV ad
Outdoor ad
Quality
Department Stores Brand Engagement
Press ad
Direct Mail
News Stories
Sales
Promotions
Sponsorship
Events
Service
Word of Mouth
Shopping Experiences
Service Experiences
NO EFFECT
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Key qualitativefindings
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Sources of information
Personal experience
Sponsored links and search engines
Email updates
Word of mouth
Knowledge and opinions of different stores
Newspapers and magazine PR
Company websites
Newspaper magazine ads
Window displays
TV ads
In store PR

• Information is both actively sought and passively
  consumed
• As an engaging and highly relevant category,
  consumers are generally receptive to messages

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Major high street retailer associations
Functional/tangible
Customer service
Emotional/Intangible
Everything under one roof
Range of products
Heritage
Sales
Trust and reputation
Quality
Mainstream brands
Advertising
Familiarity
Cues/prompts
MAJOR HIGH STREET RETAILERS
High street / retail park
Nationwide presence
Standardised layout
Large stores
Latent associations and key themes consistent
across the category
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The quantitative research
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Quantitative sample and fieldwork

• 1024 women
• Aged 30 50
• All to have shopped in at least 3 of the stores
  included in the study in the last 6 months
• All to agree with the statement I enjoy shopping
  in major stores on the high street
• All to have broadband internet access either at
  home or at work
• All to use internet at least 2-3 times a week and
  at least 7 hours a week
• Fieldwork undertaken between 12 and 27 May 2008

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Definition of brand engagement
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What is engagement?
Communications Engagement
Brand Engagement
Media Engagement
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Brand engagement is expressed via four attributes

• I would consider making a purchase from this
  store
• I would recommend this store to friends and
  family
• This store makes shopping an enjoyable experience
• This store is one of my preferred retailers

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Understanding the brand engagement system
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7 Engagement FactorsMade up of 35 brand
perceptions
Sales e.g. This store has sales worth going to
Affinity e.g. This store is a store for people
like me
24.3
2.4
Department Stores Engagement
Service e.g. This store has knowledgeable staff
Quality e.g. This store sells high quality
products
10.8
19.3
16.5
12.1
Fits my needs e.g. I can always find something I
want in this store
Choice e.g. Theres a lot of choice in this store
14.7
Presence e.g. There are branches of this store
all over the country
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Measuring the impact of brand contacts
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1/3 of retail brand engagement is made up of base
and 2/3 is driven
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Brands own communications account for 5 of
driven brand engagement
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Across the five brands, on average online display
advertising has contributed 40 of the gross
communications effect
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Across the five brands, on average online display
advertising has contributed 40 of the gross
communications effect
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Average impact of communication channels relative
to each other
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Online advertising works hard for its money
Online advertising for department stores is 16
times as effective per of spend as the all
media average
40
5 brand average
2.5
Source of the media spend Nielsen Media Research
Ltd Time period Jan07 Mar08
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Website experiences have over twice the impact of
brands own communications
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The impact of online experiences in detail
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How does this compare with the other studies?
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Key findings
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In the department stores category online
advertising delivered 40 of the marketing
communication effect on brand engagement
(on average)
Key findings
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Key findings

• All media channels can drive brand engagement
  for high street retailers
• Online advertising has a critical role to play in
  this
• Other online touchpoints create a virtuous circle

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Key findings

• Focused messaging e.g. new collection, this
  is easy, exclusive
• Simple delivery
• messages tend to be interpreted literally or not
  at all, so dont be abstract
• Get to the point

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Brand Engagement Study - Retail

• Presented by Kieron Matthews, IAB and Mary
  Jeffries, ævolve