Category: Graphic Design

Quote of the Month

“Marketing without data is like driving with your eyes closed”
– Dan Zarrella

Consumer loyalty is not much deeper than your pockets…

Grocery stores are evolving, both in-store and online, giving consumers more shopping choices than ever before. As a result, protecting and building store loyalty is no easy task. To keep customers coming back for more, you need to know what drives them to switch from one store to another.

A recent Nielsen global survey of 30,000 online respondents in 60 countries shows that price is the top driver of store switching behavior—and by a wide margin. Globally, 68% say price, followed by product quality (55%) are store-switching motivators. Convenience (46%) and special promotions (45%) are drivers for nearly half of respondents, while cleanliness (39%) and selection/assortment (36%) are reasons for four-in-10. Store staff is a factor for just over one-quarter (27%) of respondents.

In North America, Europe and Latin America, price is a particularly important motivator in relation to the other drivers. More than seven-in-10 North American respondents (72%) say prices drive them to switch stores, 27 percentage points (pp) above the second most cited attribute, convenience (45%). There is also a double-digit gap between price and the next most important driver, quality, in both Europe (70% for price vs. 49% for quality) and Latin America (77% for price vs. 61% for quality).

In Asia-Pacific, price is the top driver of store switching, but it’s below the global average (63% vs. 68% globally) and is only narrowly more important than the second most cited driver—product quality (59%). Convenience (54%) and special promotions (49%) both exceed the global average (46% and 45%, respectively) in the region.

In Europe, selection/assortment exceeds the global average in both absolute (the percentage who said it drives switching) and relative (in relation to the other drivers) importance. It is the third most important driver in Europe, cited by 43% of respondents, while it is sixth globally (cited by 36%).

In Africa/Middle East, cleanliness is higher in both absolute and relative importance; half of respondents in the region say cleanliness drives them to switch stores, compared with 39% around the world. Convenience, on the other hand, is less important in the region than globally. Just over one-third of respondents in Africa/Middle East (34%) say convenience drives them to switch stores, while 46% global respondents cite this attribute.

Latin America exceeds the global average for nearly all store-switching attributes. The exception: convenience, which is the third most cited driver globally, falls to the bottom of the list in this region. Just over one-quarter of Latin American respondents (28%) say convenience drives them to switch stores, compared with 46% of global respondents. Staff, on the other hand, is notably more important in this region than globally. Forty-four percent of Latin American respondents said staff would drive them to switch stores. In a culture that highly values relationships and connections with those around them, friendly faces at their place of shopping is of great importance. 

Facebook video vs YouTube: Which should brands use?

Shortly after its inception, YouTube became the go-to platform for watching and uploading videos, so brands begun uploading content to it to attract consumers. But in recent times Facebook has nudged its way in, placing an increased focus on the exposure of its video content to attempt to take a slice of YouTube’s marketing pie.

Here’s a look at Facebook video compared to YouTube.

If you think about Facebook you scroll through content quickly, not tending to spend too much time so, the shorter the video and the quicker it gets to the point the better. YouTube on the other hand, people are on there because they are already in the mindset of ‘I’m going to watch a video’.

It’s important to note that Facebook and YouTube count views differently. On YouTube, someone has to watch 30 seconds of the video to be considered a view. But on Facebook, a view is counted as three seconds and automatically starts when someone scrolls through a newsfeed.

It should also be noted that Facebook videos appear to peak quickly and then drop off, whereas YouTube video engagement seems to be more sustained over a longer period of time. Facebook video’s are great for time- sensitive offers and YouTube is better for video’s which are more detailed focused telling a story.  Check out a recent YouTube branding story for Kingsford Kitchen presented by our senior creative Nik Sweeney.

One big advantage of Facebook video over YouTube is that you can retarget people that watch the video. Even better, you can also segment this by how much of the video people watched, so you can use different creative for people that are more engaged (watched through to end) versus people that saw just the first few seconds.  This opens up all sorts of creative opportunities and enables you to be much more efficient and thoughtful with your marketing focus.