《菲多利购买行为》PPT课件.ppt

Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Pilot Study March August 2006 SMU: Robert V. Kemper, M. Ryan Fisher, and David Lee Frito-Lay: J LaFontaine, Greg McIntee, and Craig Musgrove Safeway: Reed Johnson and Steve Fleming,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Pilot Study Objective: Conduct a pilot research study to build an understanding of how Safeway shoppers shop the salty snack shelf in order to grow sales by better meeting their unique needs.,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Pilot Study Goal: Focus on Shopper Behavior within the store and how shoppers interact with products. Original Plan: Conduct unobtrusive in-store ethnographic observation of consumers plus analysis of video surveillance data or video taping in store. Revised Plan: Gather unobtrusive in-store video data for quantitative and qualitative analysis, with no ethnographic observation of consumers.,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Original Plan: Types of information to be compiled: Shopper Demographics (visual) Gender, Age, Clothing, Number of Shoppers in Group Shopper Behavior Time of day, Shopping List, Use of Ad Path followed throughout store, use of cart, time in store Items shopped For Items touched, labels read, price checking, coupons, etc Specific behavior in the salty snack aisle Check Out Behavior Express, Regular, Use of Loyalty Card, Use of bags, carts, etc,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Revised Plan: Types of information to be compiled: Shopper Demographics (video-derived) Gender, age, clothing, number of shoppers in group Shopper Behavior (video-derived) Time of day, shopping list, use of ad Path followed throughout store, use of cart, time in store Items Shopped For Items touched, labels read, price checking, coupons, etc Specific behavior in the salty snack aisle Check Out Behavior Express, regular, use of loyalty card, use of bags, carts, etc,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Field Sites Selected for the Pilot Study: Consultations between Frito-Lay and Safeway representatives led to the selection of Two Tom Thumb stores - #3658 in Arlington and #1788 in Plano with similar Spectra demographics. The Plano store was included especially because it was the site of the new six-shelf system being implemented by Frito-Lay. Selection of these stores each requiring a daily 50-mile roundtrip from SMU to change out SD memory cards and batteries required more time and expense than had been anticipated during the initial planning for the pilot study.,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior The Plano Tom Thumb Store #1788:,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior The Arlington Tom Thumb Store #3658:,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Time Line for the Pilot Study: Initial start of in-store video work: 26 April 2006 (at Plano Tom Thumb Store #1788) Unexpected end of in-store video work: 28 April 2006 (due to interference caused by wireless transmitters/receivers operating at 2.8GHz, the same frequency used by in-store scanners) Re-start of in-store video work: 24 June 2006 at Arlington Tom Thumb Store #3658 24 June to 1 July at Plano Tom Thumb Store #1788 7 July to 13 July at Arlington Tom Thumb Store #3658 15 July to 20 July at Plano Tom Thumb Store #1788 23 July to 28 July Completion of in-store video work: 28 July 2006,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Methods used in the Pilot Study: Data were gathered by using 6 battery-operated MemoCam Digital Video Recorders (DVRs) in conjunction with ultra-small color cameras. Program profiles and data were transferred between the DVRs and a notebook computer via 2GB SD memory cards. In addition, more than 300 photographs (using an Olympus C-5050 digital camera) were taken in the two Tom Thumb stores. These high-resolution photos provide detailed visual information on store layouts and on the products located on the snack aisles. Video data were transferred each morning from the MemoCam SD memory cards to a notebook computer. Then, later in the day, the video data were backed up to two external hard disks at the SMU Dept. of Anthropology. Two sets of six batteries were used, so that one set could be used in store while the other set was being recharged in the lab at SMU.,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Ryan Fisher installing DVRs and cameras in the Plano Tom Thumb Store # 1788,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior David Lee installing DVRs and cameras in the Arlington Tom Thumb Store # 3658,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Camera Locations used in the Pilot Study: More than 1,000 hours of video data were gathered between the two Tom Thumb stores. Six camera locations were used on most days: Entrance, Main Aisle (front), Main Aisle (rear), Snack Aisle (front), Snack Aisle (rear), and the Check Out area. During the final days of the pilot study, additional locations were selected for brief video data gathering. These locations included the Mexican Foods Aisle, the Nutrition Zone, a Front Aisle Mobile Display Unit, a Rear Aisle Mobile Display Unit, etc.,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Characteristics of Video Recording System: The MemoCam units use a proprietary technology to record scenes as a series of frames (stored in JPEG format). The MemoCam software is installed on computers and the specific settings are recorded onto Secure Digital (SD) memory cards and then the SD cards are installed and activated in the individual MemoCam DVR units in the store locations. Subsequently, the JPEG frames on the SD cards are transferred to computer hard disks.,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Limitations on Video Recording System: The MemoCam DVR units use a Video Motion Detection (VMD) system to record action only when movement is detected in the scene being observed. Therefore, areas with little movement offer fewer events to be recorded. Depending on the selected resolution and frame rate, the 2GB SD memory cards used in the MemoCam may contain from as little as four hours to more than 20 hours of data. Because the number of hours recorded by individual MemoCam units can vary widely, gathering comprehensive day-long data on the shoppers experiences throughout the store would require follow-up visits during each day to ensure that the DVRs continue to operate and to change out the external 6 cell Li-on batteries and SD memory cards as needed.,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Saving and Viewing Video Recordings: The MemoCam software allows one to view the scenes on a frame-by-frame basis at speeds slower and faster than real-time. A typical 10-hour period might contain more than 10,000 frames divided into several hundred “events.” The individual frames each are time-stamped and labeled uniquely. A set of frames can be exported either as individual photos (in .JPG format) or assembled into a video (.AVI format). These can be saved for later viewing or editing on any computer with appropriate software (e.g., Windows Media Player, Adobe Photoshop) and can be embedded in MS PowerPoint presentations or in MS Word documents.,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Camera Set Up #1 Used in the Plano Tom Thumb:,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Camera Set Up #2 Used in the Plano Tom Thumb:,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Hours of Video Data Obtained in the Pilot Study:,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Results obtained in the Pilot Study: Shopper Demographics: Gender, Age (range), Ethnicity, Clothing, Number of Shoppers in Group 771 shoppers were recorded entering the Tom Thumb Store #3658 (Arlington, TX) between 11:18 am and 6:13 pm on 29 June 2006.,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Snack Aisle Product Engagement, by Gender (395 shoppers),Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Shoppers on Snack Aisle by Age Range,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Shoppers on Snack Aisle, by Ethnicity,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Tom Thumb Store #1788 (Plano, TX) - 28 July 2006,Clothing: we obtained data on Tops, Bottoms, Shoes, and Hats for all Shoppers who appear in the snack aisle and in related areas covered by our video recorders,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Tom Thumb Store #3658 (Arlington, TX) - 29 June 2006 Snack Aisle Shoppers, by Hour,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Tom Thumb Store #3658 (Arlington, TX) - 29 June 2006 No. of Shoppers in Each Shopping Group 1 Shopper = 301 (76%) 2 Shoppers = 72 (18%) 3 Shoppers = 20 ( 5%) 4 Shoppers = 2 ( 1%),Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Shopper Behavior/Timing: We have obtained data on: time entering store, time in snack aisle, time at check out, time exiting store, total time in store Arlington Tom Thumb 29 June 2006,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Tom Thumb Store #3658 (Arlington, TX) - 29 June 2006 Shopper Timing: Entering the Store (1:39 pm),Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Tom Thumb Store #3658 (Arlington, TX) - 29 June 2006 Shopper Behavior on the Salty Snacks Aisle:,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Tom Thumb Store #3658 (Arlington, TX) - 29 June 2006 Shopper Timing: Exiting the Store (2:27 pm),Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Analyzing the Shopping Experience Data gathered from the MemoCam Digital Video Recorders can be used to analyze relationships between elements of the shopping experience that would not be revealed through other methods. For example, what is the correlation between the use of carts and tendency to engage Frito-Lay products? The following cross-tabulation suggests that persons using baskets are only slightly more likely to engage the products than are those who use push carts (56% vs. 52%), but both groups are much more likely to engage the products than are those with no basket or cart (39%).,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Tom Thumb Store #3658 (Arlington, TX) - 29 June 2006 Product Engagement and Use of Push Carts,Dept. of Anthropology,Safeway 10:54 pm two males took a bag from the bottom shelf of the middle section.,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Tom Thumb Store #1788 (Plano, TX) - 28 July 2006 The Nutrition Zone: Case #1,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Tom Thumb Store #1788 (Plano, TX) - 28 July 2006 The Nutrition Zone: Case #2,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Tom Thumb Store #1788 (Plano, TX) - 28 July 2006 The Nutrition Zone: Case #3,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Tom Thumb Store #3658 (Arlington, TX) - 28 July 2006 Product Engagement in “The Nutrition Zone, By Gender”,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Path Analysis Some Limitations: Digital Video Recorders (DVRs) can offer some insights into the paths shoppers take through the store, but it would be much easier to do unobtrusive ethnographic observations of shoppers during their time in-store. We did an experiment (with Kemper as the subject) in which a shopper traveled throughout the store. Even with six cameras in use, much of his path was beyond the vision of the cameras or did not achieve adequate resolution to be useful. To be effective, a DVR-based path analysis would require several more cameras.,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Tom Thumb Store #3658 (Arlington, TX) - 29 June 2006 And now A Tom Thumb Store Managers query: “What proportion of shoppers go the right (toward Produce, etc.) vs. to the left (toward Bank/Pharmacy, etc.)?”,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Tom Thumb Store #3658 (Arlington, TX) - 29 June 2006 Patterns of Entering the Store Between 3:00 pm and 4:00 pm, 137 adults entered the store, of whom 63 (46%) went to the left and 74 (54%) went to the right. Among those going to the left, 28 (44%) were females and 35 (56%) were males. Among those going to the right, 37 (50%) were females and 37 (50%) were males. (Note: the store manager expected the proportions to be closer to 80%-90% to the right and only 10%-20% to the left.),Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Tom Thumb Store #3658 (Arlington, TX) - 29 June 2006 A Second Store Managers Query: “Does engaging the display of fruits at the entrance relate to whether shoppers enter the store and then go to the left or to the right?” Among the 63 shoppers who went to the left, only 3 (5%) engaged the fruit display. Of those who engaged the fruits display, 1 was female and 2 were males. Among the 74 shoppers who went to the right, 23 (31%) engaged the fruits display. Among these 23 shoppers, 14 were females and 9 were males.,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Tom Thumb Store #3658 (Arlington, TX) - 29 June 2006 A Third Store Managers Query: “Does engaging the display of fruits at the entrance relate to whether shoppers enter the store with a push cart, hand basket, or neither?” Among the 137 shoppers who entered the store between 3:00 pm and 4:00 pm, 51 (37%) had push carts, 14 (10%) had hand baskets, and 72 (53%) had neither. Among these 137 shoppers, only 26 (19%) engaged the fruits display. Of these 26 shoppers, 19 (73%) were using push carts. Of the 51 shoppers with push carts, 19 (37%) engaged the fruits display. Of the 14 shoppers with hand baskets, 5 (36%) engaged the fruits display. Of the 72 shoppers with neither push carts nor hand baskets, only 1 (1%) engaged the fruits display.,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Tom Thumb Store #3658 (Arlington, TX) - 29 June 2006 Engaging the Fruits Display at the Store Entrance,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Pilot Study Project Results Goal 1): To understand current Safeway snack aisle shopping behavior. Finding: Digital Video Recorders (DVRs) provide excellent data about the “when” (timing) and the “where” (in-store locations) of consumer purchasing decisions. DVRs provide some data on the “who” (e.g., gender, size of shopper group) and the “what” (product choices) of consumers, but other methodologies offer superior “resolution” of these issues. DVRs do not reveal the “why” of purchase decisions.,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Pilot Study Project Results Goal 2) Assess ways to increase satisfaction with the experience. Finding: Analyzing video data does not offer the most powerful methodology for measuring in-store consumer satisfaction. Nonetheless, careful analysis may reveal areas where shoppers are confused or appear to spend considerable time in making purchase decisions.,Dept. of Anthropology,Safeway Frito-Lay Purchase Behavior Pilot Study Project Results Goal 3) Leverage the insights to enhance sales development opportunities Finding: Analyzing video data ca