Content Marketing Supermarket Research --- October 2012

1827 interviews with UK Adults aged Fieldwork: September Quotas set to ensure the sample is nationally representative in terms of age and gender --- Fieldwork and recruitment conducted by The Approach

Readership of those interviewed said that they read magazines published by retail brands or supermarkets Source: PanelBase / Base: UK Adults All Grocery Shoppers (1755) Do you ever read magazines that are published by retail brands or supermarkets, including reading them on-line or via a smartphone/tablet app? 61%

A large base of readers that read regularly Over 1 in 2 readers read every / most issues of the main supermarket titles --- Demonstrating that titles reach a wide audience on a regular basis Source: PanelBase / Base: All readers (1071) Can you tell us how often you read each of the titles listed below? (Average of main supermarket titles) 55%

Digital growing in importance 9%7% 84% unique to print Unique to digital Digital / print combined On average, 15% of all ‘contact points’ with a supermarket titles are now via a website or app Source: PanelBase / Base: All readers (1071) In which formats do you read / access the titles listed below?

More than just coupons of readers say that they only read the titles for the coupons Showing the importance of content to engage and connect with consumers just 3% Source: PanelBase / Base: All readers (1071) Which of the following best describes how you feel about the coupons within the magazines produced by supermarkets / retail brands?

Readers are likely to visit more … and spend more Regular readers visit 10% more often each week, plus their average weekly basket spend is 13% higher: Source: PanelBase / Base: UK Adults All Grocery Shoppers (1755) At which supermarket would you do your regular main shopping? Frequent readers: £85.10 All grocery shoppers: £75.30 The right audience to reach

Understanding a retailer’s core audience The research also looked at where consumers conduct their main shopping – we can then look at how many consumers read the title of the supermarket where they conduct their main shopping: Source: PanelBase / Base: UK Adults Main shoppers of the top 5 supermarkets (1552) Do you ever read magazines that are published by retail brands or supermarkets, including reading them on-line or via a smartphone/tablet app? Allows retail brands to communicate with their core audience 56% The average % of the top four supermarkets main customer base who also read their title

Readers are spenders We can then look at the variation in spend delivered by readers of the title produced by the supermarket in question compared to non-readers: Readers spend 10% more per week Reader and main shopper: £79.50 Non-reader and main shopper: £72.10 Source: PanelBase / Base: UK Adults Main shoppers of the top 5 supermarkets (1552) Do you ever read magazines that are published by retail brands or supermarkets, including reading them on-line or via a smartphone/tablet app? Incremental spend … even for regular shoppers

Titles are a showcase for new products of readers agree: ‘The magazine brings new products and services to my attention’ 92% Source: PanelBase / Base: All readers (1071) We’d like to know whether you agree with these statements below regarding magazines that are produced by brands:

Source: PanelBase / Base: All readers (1071) Can you please type in why you think the supermarkets and retail brands produce magazines for their customers? With readers clear as to why brands create content: (Wordcloud generated from open-end responses)

‘To engage you in their 'family' so you will go back to them’ --- ‘I think that it gives a better customer experience as when I get home, I can sit down and have a quick read’ --- ‘I think it shows they care about the customer’ --- ‘To make the customer feel more involved with the brand; to promote products and increase sales’ --- ‘To inspire people with new products and ideas and also to promote offers and new lines’ --- To create a positive image for themselves, also possibly to raise their profile and people's awareness of them’ --- ‘Increase product knowledge, make customers aware of offers, get them to be loyal shoppers’ Source: PanelBase / Base: All readers (1071) Can you please type in why you think the supermarkets and retail brands produce magazines for their customers?

Helping to create a purchase mindset above and beyond other media feel that reading branded content makes them more likely to consider purchases compared to ‘conventional’ media 57% Source: PanelBase / Base: All readers (1071) Would you say that when reading content produced for you by a retail store you are more likely to be considering purchases / products than if you were reading ‘regular’ non-branded content?

Content delivers engagement and favourability of readers agree it … ‘makes me more positive towards the store producing the magazine’ 69% Source: PanelBase / Base: All readers (1071) We’d like to know whether you agree with these statements below regarding magazines that are produced by brands::

Impacting upon decisions and driving sales 85% of frequent readers who agree the content has a positive impact upon their purchase decisions 74% of frequent readers have bought a product or service featured in the magazine Source: PanelBase / Base: Frequent readers (221) We’d like to know whether you agree with these statements below regarding magazines that are produced by brands:: Have you ever taken any of the following actions as a result of reading a magazine produced by a supermarket or retail store?

Ensuring repeat business We are able to isolate recent shoppers of two major department stores, separate readers and non-readers of their title and analyse their likelihood of visiting in the near future – the results are striking … % of those extremely likely to visit in the near future: (an uplift of 87%) Source: PanelBase / Base: All readers (1071) You said that you shopped In the stores listed below in the last 3 months. Can you tell us how likely you are to shop in each of these in the near future? Readers: 60% Non-readers: 32%

To conclude … A relevant audience for retailers Readers spend more money, more frequently A regular readership Providing invaluable communication with a retailer’s core audience Valued communication Engaging content which increases brand favourability Increasing loyalty Ensuring retention and increasing shopper frequency

Content Marketing Supermarket Research --- October 2012