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1、新零售时代下营销创新思考 DECODE INNOVATION IN THE NEW RETAIL ERA 虞坚/ Jason YU 凯度消费者指数/Kantar Worldpanel 1 凯度消费者指数 全球领先的消费者行为研究机构 Kantar Worldpanel Global Leader in Behavior Insights 以消费者为核心,记录完整消费路径中的各个环节以及全渠道的购买行为 We monitor purchase/usage pattern as well as what they see and think on a continuous basis Consum
2、ers Consumer and Internet etc.) Media Behavior (Incl. TV, Mobile 所买 年龄,性别,收入 地区,心理等 Shop Age, Gender, Income, Region, and other characteristics 购物篮分析 产品,渠道 促销,价格,包装 Shopping Mission Promotion, Price and Package 所用 Use 使用者画像使用时机分析使用原因分析 User Profile, Usage Occasion, LinkQ U 国
3、家统计局; 中国旅游局; 凯度消费者指数体育小调查,,重度 NBSC; National Tourism Board; Kantar Worldpanel Sports Survey, Key use and technology to activate new purchase occasion 3 场景: 营造和品牌有密切关联的新使用和购买场景(特别是互联网技术赋能的户外场景) ,提升转化 Connect brands with new purchase and usage (especially those OOH occasions activated by internet technology) occasions to drive conversion 28 29