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breaking down mindshare
How shoppers perceive a retailer’s performance across various areas of service, combined with how differentiated the retailer is in its delivery against those areas, all amount to mindshare. Mindshare shows the drivers of emotional loyalty—the willingness of a shopper to recommend a retailer.
This is an illustration of a woman considering choices with two thoughts: Store A with a friendly atmosphere or Store B with faster checkout. An additional bubble defines mindshare, which shows the drivers of emotional loyalty—the willingness of a shopper to recommend a retailer.
utilizing tools that help find key loyalty insights
iSHOP is a proprietary shopper insights data system that provides trend-able information on individual shopping habits, occasions, and perceptions.
This allows for a better view of shoppers’ perceptions of stores they currently or could shop at. iSHOP gives a look into the entire shopping trip from path to purchase: beverage purchase details, where it was picked up, and who it’s for/when it’s consumed.
Utilizing iSHOP can help you better understand what your shoppers are looking for, giving you better odds of capturing their mindshare.
measuring delivery and differences
iSHOP Store Drivers allow us to measure delivery and differentiation for retail stores. By using the driver dimensions, we can identify the aspects that a retailer can influence and then increase customer loyalty. Retailers can influence how high or low their position is on the map, but the extent to which they impact loyalty is determined by the model, which indicates the frequency drivers that have a greater or lesser impact.
Four-quadrant scatter plot graph reflecting the ways to create differentiation. The X-axis shows shopper perception ranging from low to high shopper perception, and the Y-axis shows channel loyalty ranging from low loyalty driver to high. The ideal range for stores is within the high loyalty driver/high shopper perspective, which is in the top right quadrant.
Large retailer example
Looking on the map, we can see markers for best success—good atmosphere may not be a driver of frequency, but things like efficiency of the visit and ready meals/snacks help encourage more visits.
Expanding on the four-quadrant scatter plot graph from before, the chart now reflects where different store markers may fit within the chart. Family-friendly, well organized, good atmosphere, and fun place to shop all fit within the top left quadrant, low loyalty driver/high shopper perspective. Good to grab a quick meal or snack, easy to get in and out fast, and has product demos/samples are within the bottom right quadrant (high loyalty driver/low shopper perspective). In the top right quadrant (high loyalty driver/high shopper perspective) is a familiar layout, good checkout experience, and items I buy in easy locations.
Source: Coca‑Cola iSHOP, Driver Tool, 12 m/e Dec. 2023, Names removed to keep anonymity.
Fair share analysis of imagery statements
The Fair Share Analysis of Imagery Statements in iSHOP allows the user to understand the strengths and weaknesses of their retailer compared to a competing retailer. In the example, Store A is better known for good fuel prices, as well as friendly atmosphere and clean shopping area. Comparatively, Store B is better known as a good place to grab a quick meal/beverage/snack, speed of visit and checkout, and a fun place to shop.
Chart reflecting the comparisons that the Fair Share Analysis of Imagery Statements make. The chart compares two example stores, where Store A Scores best with good fuel prices, a friendly/comfortable atmosphere, and a clean shopping area. Store B is best with easy/quick checkout, fun place to shop, easy to get in and out of quickly, and good to grab quick meal/beverage/snack.
Source: USA Coca‑Cola iSHOP Study, Fair Share Analysis of Imagery Statements, 12MMT Mar 24, Store Visits
Interested in utilizing iSHOP for your mindshare? Connect with your Coca-Cola Representative for iSHOP insights.
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