Brand Engagement
Study - Retail
Brand Engagement Studies
• To demonstrate the ability of internet
drive engagement
advertising to
• 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
08
Three brand engagement studies to date
A total of 38 communications tested
3
2
Integrated Communications Evaluation
3 Components of “ICE”
Associative
Networks
Quantitative
Research
Multivariate
Modelling
Qualitative research
To define conceptual model of
engagement for category & test
brands
PHASE 1
To capture data on brand
To build model of drivers
engagement metrics and
of brand engagement &
on all recent contacts
identify relative impact of
with test brands
different contacts
PHASE 2
PHASE 3
Connecting brand contacts to engagement
Brand Contacts
Internet ad
Websites
Attitudes to department
stores brands
Image
TV ad
Outdoor ad
Press ad
Direct Mail
Quality
News Stories
Promotions
Sponsorship
Sales
Events
Word of Mouth
Shopping Experiences
Service
Service Experiences
NO EFFECT
Department
Stores
Brand
Engagement
Key qualitative
findings
Sources of information
Email
updates
Newspapers
and magazine
PR
Personal
experience
Sponsored links
and search
engines
Word of
mouth
Knowledge and
opinions of
different stores
Company
websites
Newspaper &
magazine ads
TV ads
Window
displays
In store PR
•Information is both actively sought and passively consumed
• As an engaging and highly relevant category, consumers are generally receptive
to messages
‘Major high street retailer’ associations
Functional/tangible
Emotional/Intangible
Customer
service
Range
of products
Heritage
Everything
under one
roof
Sales
Quality
Trust and
reputation
Mainstream
brands
Cues/prompts
High street /
retail park
Advertising
Familiarity
Nationwide
presence
Large
stores
Standardised
layout
Latent associations and key themes consistent across the category
MAJOR
HIGH
STREET
RETAILERS
The
quantitative
research
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
Definition of
brand
engagement
What is engagement?
Communications
Engagement
Brand
Engagement
Media
Engagement
What Brands want to know:
Does Internet Advertising drive
brand engagement?
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
Understanding the
brand engagement
system
7 Engagement Factors
Made up of 35 brand perceptions
Sales
Affinity
e.g. This store has sales worth going to
e.g. This store is a store for people like me
Service
10.8%
e.g. This store has
knowledgeable staff
Choice
Department
Stores
Engagement
14.7%
19.3%
Quality
e.g. This store sells high
quality products
Fits my needs
e.g. I can always find something
I want in this store
e.g. There’s a lot of choice in this store
Presence
e.g. There are branches of this store all over the country
Measuring the impact
of brand contacts
1/3 of retail brand engagement is made
up of base and 2/3 is driven
Brands’ own communications account
for 5% of driven brand engagement
Across the five brands, on average online display advertising
has contributed 40% of the gross communications effect
Across the five brands, on average online display advertising
has contributed 40% of the gross communications effect
Average impact of communication channels
relative to each other
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
Website experiences have over twice the
impact of brands’ own communications
The impact of online experiences in detail
How does this compare with the other studies?
Key findings
Key findings
In the department stores category
online advertising delivered
40% of the marketing
communication effect on
brand engagement
(on average)
Key findings
• All media channels can drive brand
for high street retailers
•
engagement
Online advertising has a critical role to play in this
• Other online touchpoints create a virtuous circle
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 don’t be abstract
• Get to the point
Brand Engagement
Study - Retail
Presented by Kieron
and Mary
Matthews, IAB
Jeffries, ævolve