Study of an audience of Point Of Sale

Study of an audience of Point Of Sale - Présentation N° 0500870 April 2006 22, rue du 4 Septembre – BP 6571 – 75065 Paris cedex 02 Tel. (33) 01 44 94 40 00 – Fax. (33) 01 44 94 40 01 www. csa-fr. com SA au capital de 1 571 600 € – RCS Paris B 308 293 430 00010 – APE 741 E TVA intracommunautaire FR 46 308 293 430

SUMMARY l Context and objectives of the study 3 l Methodological Device 4 l RESULTS 7 Hypermarkets Cost contact in hypermarkets Local Stores Costs contact in local stores l CONCLUSIONS 22 POPAI • Etude d’audience de la PLV • Avril 2006 2

CONTEXT AND OBJECTIVES OF THE STUDY By a pioneering study, POPAI FRANCE set up a device to evaluate the audience at the point of sale on a grand scale and local stores. Within the framework of this project it was a question of answering the following questions: v To tally measurements over some weeks in a selection of point of sale v To measure the precise details of consumers per day and per hour in the selected point of sale v To measure the precise details of consumers per day and per hour in the presenting lines on the point of sale. In conclusion : to release a cost contact of the selected point of sale, nature of point of sale and during installation. POPAI • Etude d’audience de la PLV • Avril 2006 3

METHODOLOGICAL DEVICE The study was carried out by the Media department of the CSA Institute thanks to the counting system PASSIO developed by Heltys company: Ø The system comprises of 2 principle modules: - a treatment module and some collections via a central processing unit - video sensors capturing the movement of people Ø Directional video sensors use an electro optical technology carrying out a hundred measurements a second Ø Stereoscopic vision makes it possible to separate the groups from people being in the detection field Thanks to the sensors: precise counting is in the region of 97 % POPAI • Etude d’audience de la PLV • Avril 2006 4

METHODOLOGY To obtain a collection of counts on the national level of sectors tested, a particular care was taken to the points chosen for investigation. The points of sale chosen were set out again in the whole territory on the basis of branch varied activity: Ü 2 hypermarkets(GSA) of 10 000 et 12 000 m² situated in the South West and North regions with national distribution networks. Ü 2 stationary shops (100 m² et 400 m²) situated in the Paris and Normandy regions with national distribution networks Ü 2 perfume shops (160 m² et 180 m²) situated in the South West and North regions with national distribution networks Ü 2 independant pharmacys situated in the South West and North regions. Seeks to represent all configurations of point of sale, (size, site, universal etc) POPAI • Etude d’audience de la PLV • Avril 2006 5

EXPLOITATION OF RESULTS ENTRIES : ü For all selected POS: numbers average entries per day and type of selected point of sale. ü Within the hypermarkets: numbers average entries on selected lines. COVERAGE & COST CONTACT : ü Cost Contact = cost of purchase per point of sale on one site brings back cost for 1000. (CPM) ü Contact = 1 person entering the point of sale/line = 1 exposure ü CPM calculates here starting from a ratio cost of publicity (PLV) on the numbers declined each day/weekend/week etc. ü For example, for one POS of 20 Euros seen by 900 contacts per day during 2 weeks (12 days) the cost contact will be: 20/(12 x 900) = 0. 0018 for 1 contact is a CPM of 1, 8€ POPAI • Etude d’audience de la PLV • Avril 2006 6

RESULTS IN HYPERMARKETS (GSA) POPAI • Etude d’audience de la PLV • Avril 2006 7

ENTRIES IN HYPERMARKET Total entries on the week on the whole of the hypermarket test Hypermarket North Region Hypermarket South West Region MON TUES WEDS THURS FRI SAT Average Week : Weekend (F/S) Average complete week day POPAI • Etude d’audience de la PLV • Avril 2006 8

ENTRIES IN HYPERMARKET AVERAGE ENTRIES PER WEEKDAY AND WEEKEND IN THE TESTED LINES: Average number of entries to line (day/Av Week) Fresh Products Fizzy Drinks Health & Beauty Average number of entriesper line (day/average WE) NB : The captured lines of « Fresh Products » were placed in yoghurts & cheese, Captured « Sodas » were colas & lemonades and the captured « Health & Beauty » were facial products. POPAI • Etude d’audience de la PLV • Avril 2006 9

ENTRIES IN HYPERMARKET FREQUENCY OF LINES: IN EFFECT IN % NUMBER OF ENTRIES PER DAY (DAY/AVERAGE WEEK) 9 381 people 100% Health & BEAUTY Lines 927 people 9, 9% SODA LINES 1 120 people 11, 9% FRESH PRODUCT LINES 1 279 people 13, 6% NB : The captured lines of Fresh Product were placed by yoghurts & chesse, the captured lines of sodas were by colas and lemonades and the captured lines of Health & Beauty were by facial. POPAI • Etude d’audience de la PLV • Avril 2006 10

COST CONTACT (CPM) : TOTALS OF HEALTH & BEAUTY LINES CPM Ex : PLV = 500 €, CPM = 41, 49 PLV = 5€, CPM = 0, 41 Ex : PLV = 500 €, CPM = 20, 75 PLV = 5€, CPM = 0, 21 Ex : PLV = 500 €, CPM = 6, 92 PLV = 5€, CPM = 0, 07 CPM obtained from the number of passers by in the Health & Beauty lines (family product : make up) of 2 hypermarkets selected. The measurements were effective during the weeks of 21/11 to 26/11/2005 and of 05/12 to 10/12/2005 Ex : PLV = 500 €, CPM = 3, 46 PLV = 5€, CPM = 0, 03 Ex : PLV = 500 €, CPM = 1, 73 PLV = 5€, CPM = 0, 02 POPAI • Etude d’audience de la PLV • Avril 2006 11

COST CONTACT (CPM) : SODAS TOTALS CPM Ex : PLV = 500 €, CPM = 34, 35 PLV = 5€, CPM = 0, 34 Ex : PLV = 500 €, CPM = 17, 18 PLV = 5€, CPM = 0, 17 Ex : PLV = 500 €, CPM = 5, 73 PLV = 5€, CPM = 0, 06 Ex : PLV = 500 €, CPM = 2, 86 PLV = 5€, CPM = 0, 03 CPM obtained from the numbers of passers by in the sodas lines (family product : colas/lemonades) from 2 hypermarkets selected. The measurements were effective during the weeks of 21/11 to 26/11/2005 and from 05/12 to 10/12/2005 Ex : PLV = 500 €, CPM = 1, 43 PLV = 5€, CPM = 0, 01 POPAI • Etude d’audience de la PLV • Avril 2006 12

COST CONTACT (CPM) : TOTALS DAIRY PRODUCTS CPM Ex : PLV = 500 €, CPM = 30, 07 PLV = 5€, CPM = 0, 30 Ex : PLV = 500 €, CPM = 15, 03 PLV = 5€, CPM = 0, 15 Ex : PLV = 500 €, CPM = 5, 01 PLV = 5€, CPM = 0, 05 CPM obtained from the numbers of passers by in the Dairy Lines (family product : yoghurts/cheeses) from 2 hypermarkets selected. The measurements were effective during the weeks of 21/11 to 26/11/2005 and from 05/12 to 10/12/2005 Ex : PLV = 500 €, CPM = 2, 51 PLV = 5€, CPM = 0, 03 Ex : PLV = 500 €, CPM = 1, 25 PLV = 5€, CPM = 0, 01 POPAI • Etude d’audience de la PLV • Avril 2006 13

COST CONTACT (CPM) : AVERAGE OF LINES TESTED CPM Ex : PLV = 500 €, CPM = 34, 70 PLV = 5€, CPM = 0, 35 Ex : PLV = 500 €, CPM = 17, 35 PLV = 5€, CPM = 0, 17 Ex : PLV = 500 €, CPM = 5, 78 PLV = 5€, CPM = 0, 06 CPM obtained from the number of passers by in all the selected lines from 2 hypermarkets selected. The measuresments were effective in the weeks from 21/11 to 26/11/2005 and from 05/12 to 10/12/2005 Ex : PLV = 500 €, CPM = 2, 89 PLV = 5€, CPM = 0, 03 Ex : PLV = 500 €, CPM = 1, 45 PLV = 5€, CPM = 0, 01 POPAI • Etude d’audience de la PLV • Avril 2006 14

RESULTS IN LOCAL STORES POPAI • Etude d’audience de la PLV • Avril 2006 15

ENTRIES IN LOCAL STORES NUMBERS OF AVERAGE ENTRIES PER DAY JOUR IN A COMPLETE WEEK : Stationers Perfume Stores Pharmacies NUMBERS OF AVERAGE ENTRIES PER DAY OF THE WEEKEND (F/S) : POPAI • Etude d’audience de la PLV • Avril 2006 16

COST CONTACT (CPM) : TOTALS FOR STATIONERS CPM Ex : PLV = 500 €, CPM = 213, 97 PLV = 5€, CPM = 2, 14 Ex : PLV = 500 €, CPM = 106, 99 PLV = 5€, CPM = 1, 07 Ex : PLV = 500 €, CPM = 35, 66 PLV = 5€, CPM = 0, 36 Ex : PLV = 500 €, CPM = 17, 83 PLV = 5€, CPM = 0, 18 Ex : PLV = 500 €, CPM = 8, 92 PLV = 5€, CPM = 0, 09 CPM obtained from numbers of passers by in 2 stationers selected from 21/11 to 26/11/2005. POPAI • Etude d’audience de la PLV • Avril 2006 17

COST CONTACT (CPM) : TOTALS for PERFUME STORES CPM Ex : PLV = 500 €, CPM = 258, 85 PLV = 5€, CPM = 2, 59 Ex : PLV = 500 €, CPM = 129, 43 PLV = 5€, CPM = 1, 29 Ex : PLV = 500 €, CPM = 43, 14 PLV = 5€, CPM = 0, 43 Ex : PLV = 500 €, CPM = 21, 57 PLV = 5€, CPM = 0, 22 Ex : PLV = 500 €, CPM = 10, 79 PLV = 5€, CPM = 0, 11 CPM obtained from numbers of passers by in 2 perfume stores selected from 05/12 to 10/12/2005. POPAI • Etude d’audience de la PLV • Avril 2006 18

COST CONTACT (CPM) : TOTALS FOR PHARMACIES CPM Ex : PLV = 500 €, CPM = 387, 85 PLV = 5€, CPM = 3, 87 Ex : PLV = 500 €, CPM = 193, 76 PLV = 5€, CPM = 1, 93 Ex : PLV = 500 €, CPM = 64, 58 PLV = 5€, CPM = 0, 64 Ex : PLV = 500 €, CPM = 32, 29 PLV = 5€, CPM = 0, 32 Ex : PLV = 500 €, CPM = 16, 14 PLV = 5€, CPM = 0, 16 CPM obtained from numbers of passers by in 2 selected pharmacies from 21 to 26/11/06 and from 6 to 11/03/06 POPAI • Etude d’audience de la PLV • Avril 2006 19

COST CONTACT (CPM) : AVERAGE OF LOCAL STORES CPM Ex : PLV = 500 €, CPM = 269, 85 PLV = 5€, CPM = 2, 65 Ex : PLV = 500 €, CPM = 134, 92 PLV = 5€, CPM = 1, 34 Ex : PLV = 500 €, CPM = 44, 97 PLV = 5€, CPM = 0, 45 Ex : PLV = 500 €, CPM = 22, 48 PLV = 5€, CPM = 0, 22 Ex : PLV = 500 €, CPM = 11, 24 PLV = 5€, CPM = 0, 11 CPM obtained from numbers of passers by in 6 local stores selected POPAI • Etude d’audience de la PLV • Avril 2006 20

CPM : COMPARISON OF LOCAL STORES / HYPERMARKETS CPM Hypers : de 15, 03 (100€) à 1, 50 (10€) Prox : 11; 69 (10€) Measurements obtained from average numbers from 6 local stores and 3 selected lines from 2 hypermarkets. The measurements were effective during the weeks of 21 to 26 november, from 5 to 10 December 2005 and from 6 to 11 March 2006. Hypers : de 6, 94 (100€) à 0, 69 (10€) Prox : 5, 39 (10€) Hypers : de 3, 47 (100€) à 0, 35 (10€) Prox : 2, 69 (10€) Hypers : de 1, 16 (100€) à 0, 12 (10€) Prox : 0, 9 (10€) Hypers : de 0, 58 (100€) à 0, 06 (10€) Prox : de 4, 49 (100€) à 0, 45 (10€) Hypers : de 0, 29 (100€) à 0, 03 (10€) Prox : de 2, 24 (100€) à 0, 22 (10€) POPAI • Etude d’audience de la PLV • Avril 2006 21

CONCLUSIONS PIONEERING STUDY: methodology adapted and guaranteed from reliable data (video counting) PRELIMINARY STUDY: via average frequentation several types of point of sale, the study is registered like the precondition of a more total device more on the impact, the profitability of point of sale. HOT and SENSATIONAL MEDIA: multiplicity and adaptability of the supports available. POPAI • Etude d’audience de la PLV • Avril 2006 22

CONCLUSIONS INVESTED BUDGET : from 5 to 500 € A genuine ad-hoc pallet… WORK REQUIRES: average time: -Promotional display from 3 weeks to 1 month -Permanent PLV : between 12 and 18 months With +/- sensitive characteristics, multimedias, interactives… CPM : bind to the frequency COST CONTACT : üInvestment of POS declines according to prices of POS üIdeal situation: sensitive & effective closeness with respect to the customer and product üLooping of the advertising device: finalisation of the media plan of the product/of a mark/of an image and stimuli of purchase. üA cost of 1 000 (CPM) has the advantage of the advertiser, reinforcing an in situ presence : Point of Sale like advertising « puncture of recall » . POPAI • Etude d’audience de la PLV • Avril 2006 23

CONCLUSION Create transformation POS Posting CPM 2 € Create notoriéty Create image Press Magazine General Public Internet Pr. Daily Press CPM = between 5 and 70 € TV chains & networks Radio CPM 70 € POPAI • Etude d’audience de la PLV • Avril 2006 24

CONCLUSIONS USEFUL COST: an adapted media which reaches the consumer at the point of sale, at the ultimate moment of decision to purchase. The consuomer decides to buy the product or not to buy it, he chooses a mark or its competitor, all the effort and investment of the advertiser converge around this moment. USEFUL CONTACT: üa media who supports memorising : (between 70 and 75% of memorisation for the point of sale in a hypermarket*) ü a media who supports the decision rate at the point of sale: eg, 25% of purchases made in perfume shops are decided at the point of sale** POS : vector information on the point of sale : ü a media which makes the purchase clearer, more readable and more attractive ü a media which delivers information on the content, a help for the consumer ü a media which may rock the undecided purchaser « zap » on the mark which profits from a point of sale material A MARKETING DEVICE AT THE COMPLETE POINT OF PURCHASE (Marketing At-Retail) A cost contact financially interesting and useful * Buying study in Hypermarkets, CSA-TMO, 1998 ** Buying Study in Perfume stores, CSA-TMO, 2001 POPAI • Etude d’audience de la PLV • Avril 2006 25