TEAM STRATEGY & BOOK PLAN
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MEET THE TEAM
ALEX CRAMER
LAURA GALVAN
VICTORIA DAVIS
KELSEY O’BRIANT
ALLIE SALSMAN
KELSEY POLAROLO
KIRSTEN STOWERS
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TABLE OF CONTENTS I. Executive Summary II. Situation Analysis Product Detail Emerging Trends Competitive Environment & Positioning Social Environment
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5-7 5 5-6 6 7
III. Primary Research 7-11 Research Objectives 7 Private Interviews Summary 8 Survey Summary 8-11 IV. SWOT Analysis
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V. Critical Issue
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VI. Marketing Strategy 13-14 Marketing Objectives 13 Target Markets: Retailers & Shoppers 13 VII. Campaign Strategy 14-22 Phase I 14-20 Phase II 20 Social Media Strategy 21-22 VIII. Conclusion
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IX. References
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X. Appendix 25-46 A - Social Media Statistics 25 B - Personal Interview Transcriptions 26-36 C - Survey Summary 40-46
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EXECUTIVE SUMMARY
MessageWrap is a start-up company that specializes in custom-printed antimicrobial check-stand belt covers. The company transforms traditional check-stand belts into a one-of-a-kind marketing tool for advertisers, protected by Good Armor’s antimicrobial coating. MessageWrap gives advertisers and brands the ability to reach consumers in a completely new form, in the most trafficked area of any retail location, at a moment when the audience has a moment to pause. The belt surface is durable and coated in Good Armor’s antimicrobial covering which interrupts the formation of bacteria that is commonly found on grocery belts. According to various studies, grocery belts are one of the most contaminated surfaces in the supermarket environment because of their constant exposure to poultry, foods and shoppers. Compared to traditional media, conveyor belt advertising is a new way to engage and connect with consumers that has exponential global potential. There are very few competitive products currently in existence, most still in developmental stages. MessageWrap seeks to further establish their retail and brand portfolio to increase sales of the belt covering across the board.
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SITUATION ANALYSIS PRODUCT DETAIL MessageWrap and MarketShield are unique products that provide exceptional benefits to grocery retailers and grocery shoppers through Good Armor’s antimicrobial coating; and all the while, providing a new and innovative way for advertisers to reach their target audiences. MessageWrap and Good Armor provide a product that defends shoppers from unnecessary health risks, this responsibility falls on the shoulders of grocery retailers, who should invest in this product to protect their customer bases. Additionally, MessageWrap provides a completely new advertising medium to reach shoppers at an ideal moment to build product or brand awareness in a variety of product and service categories.
EMERGING TRENDS The grocery retail industry is experiencing a monumental shift, the result of continued widespread education of food sources, process, preparation, additives, etc.. The Hartman Group’s U.S. Grocery Shopping Trends 2014 report summarized some of the most noticeable changes in the last year: + A diversification of the “primary store” as a touchstone of shopper behavior. + A fragmentation of the “primary shopper” role within households. + Generational transformation of what “planning” means to shoppers. + A re-orientation of consumer attitudes around “wellness”, with fresh taking center stage. + An opening for food retailers as shoppers seek “trusted allies” to help them navigate food and wellness. (Hartman, 2014) PAGE 5
Many of these trends support the adoption of MessageWrap into grocery stores for both the benefit of shoppers and retailers. Multiple sources speak to the importance of the formation of a relationship between grocery retailers and their shoppers in both the real and digital world. The blog MakeSocialMediaSell.com uses Whole Foods, a brand who has been wildly successful in the digital space at, “creating demand for itself.” Author Jeff Molander wrote the following about social media relationships: “Remarkably successful stores are understanding what’s itching customers and responding by scratching those specific itches using social media (Molander, 2014).” In order to cultivate success in a society that is progressing towards more openness in most all business sectors social media is a vital resource to keep communication channels open and inform the public about business initiatives that focus on improving customer experience.
COMPETITIVE ENVIRONMENT & POSITIONING The placement of MessageWrap advertisements is unique because they turn traditional checkout belts into potential real estate. Although the belt generates numerous impressions, MessageWrap is situated in a high traffic area where it has to compete for consumers attention. Consumers are often preoccupied with loading their groceries on the conveyor belt or other last minute distractions. The checkout area is also cluttered with magazines, a large display of candy bars, and other last minute point-of-sale items which serve as a distraction. Therefore, presenting convincing product opportunities on the conveyor belt, while offering genuine sales value (capitalizing on the antimicrobial factor) can go a long way in creating customer loyalty. A typical retailer receives 80 percent of its revenue from its top 20 percent of its customer base. Therefore, a smarter long term strategy would be to maintain these relationships. Retailers who supply MessageWrap’s antimicrobial belt are promoting a sanitary environment, which can set a retailer apart from its competitors and potentially attract new clients. Consumers enjoy purchasing products from businesses that are genuinely concerned about the health of their customers. This company initiative will encourage other retailers to partner with Message Wrap, and will spark an ongoing trend among retailers.
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SOCIAL ENVIRONMENT As a society, consumers have started to latch onto the idea of a germ-free world. Sales of products such as hand sanitizer, wipes, and household cleaning products have risen exponentially in the past five years. Hand sanitizer alone is now a $200 billion a year industry in the United States. At a young age, children are quickly taught to wash their hands after coming into contact with dirty surfaces, shaking hands, or using the bathroom. Restaurants are held to high standards and inspections when it comes to the quality of its cleanliness. Hundreds of products now exist on the market such as humidifiers guaranteed to kill up to 99% of the germs and fungus in the air and a cleanwave sanitizing wand that is suppose to kill germs with ultraviolet light upon contact. Grocery stores are just beginning to hop on the bandwagon now as well. Many provide hand sanitizer for consumers to use when they walk in and out of the store as well as wipes for the grocery cart handles, but as of now that is about as far as stores have gone with personal sanitation efforts in store. MessageWrap is at an advantage in the societal environment of this “germ-free” world people are trying to create for themselves. When consumers become aware of the germs in their local grocer, they will demand- just like they have done in the past- a solution.
PRIMARY RESEARCH RESEARCH OBJECTIVES + Seek to understand the value MessageWrap’s antimicrobial surface has to shoppers and how this attribute can best be leveraged to sell MessageWrap to retailers. + Seek to discover which tactics can best be used to increase shoppers’ awareness of MessageWrap’s antimicrobial surface. + Seek to understand how to best facilitate mobile integration for MessageWrap.
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PRIVATE INTERVIEWS SUMMARY From the 8 personal interviews conducted, the majority of consumers were moderately concerned with germs. When asked to name contaminated areas in a grocery store, participants failed to name the grocery conveyor belt. When informed interviewees favored the antimicrobial service that Message Wrap provides, but were less enthused with the idea of advertising on the belt. If given the option, they felt they were more likely to visit aisles which provide this sanitary belt only if the circumstances were convenient. The majority of the interview participants rarely use coupons because they find the process frustrating, but are willing to reconsider if the coupon is quickly attainable. The results also indicate that consumers do not pay attention to in-store advertisements, and shop at stores that are nearby because they are convenient.
SURVEY SUMMARY For a quantitative element to our research we conducted a digital survey that could be completed on a computer, tablet or mobile device using the software Qualtrics and the respondent database Amazon Mechanical Turk. Through efforts of our own, along with the Mechanical Turk database, we were able to accrue 545 completed surveys. We believe this amount gives our survey a good standing of credibility. Our findings were capable of establishing a solid foundation of customers’ opinions on shopping itself, personal sanitation, and the value that an antimicrobial coating provides for MessageWrap. As a broad interest question regarding grocery retail preference we asked about 5 different criteria and their importance (Not At All Important to Extremely Important on a 5 point scale) when selecting a grocery retailer. Using the respective mean of each criteria the results are as follows: Most Important: Price (m=3.58) Product Quality (m=3.43), Product Selection (m=3.31) Location (m=3.30) Least Important: Cleanliness (m=3.27)
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These results are not spectacular for a product focused around cleanliness of a grocery retailer. However, according to our personal interviews, most people consider their regular grocery retailer to already be particularly clean. When in fact that might only be a presumption and not the actual case, an opportunity for education. Next, we ventured to explore how often customers use mobile coupons or discounts while shopping and found: 13% used mobile coupons or discounts frequently 22% used mobile coupons or discounts sometimes 31% used mobile coupons or discounts rarely 34% have never used a mobile coupon or discount These findings are a bit remarkable considering the expansion of mobile and digital coupon accessibility in the last few years. Nevertheless, there are users who are familiar with mobile coupons and that market can only be growing by the day, an opportunity for MessageWrap certainly exists in developing a mobile solution. When asked how accepting our respondents were of advertising throughout the grocery store, including coupon books, in-store displays, banners, etc.. Our findings created a bell curve that skewed heavily towards acceptance. Very Accepting 21% Somewhat Accepting 38% Neutral 29% Not Very Accepting 9% Concerning MessageWrap a bit more directly, we asked about the usefulness of advertising on check-stand belts themselves for shoppers. Our findings were as follows: Very Useless 10% Useless 23% Neutral 48% Useful 17%
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As a follow-up question we asked if the respondents would be more accepting of this form of advertising if it provided an antimicrobial coating: 52% said yes 12% no 36% did not care one way or the other Overall, most people either are against or neutral towards most forms of advertising. If MessageWrap can establish the benefits it provides to the shopper, our research suggest they will be much more receptive of the advertising message as well. Similar to the results of our survey indicating preference of grocery store advertisements that are often promotional based, because they include a benefit provided to the shopper through that advertisement. When asked how important personal sanitation is to respondents they answered: Very Important (51%) Extremely Important (22%) Neither Important nor Unimportant (21%) Very Unimportant (6%) Not At All Important (1%). However, when asked if shoppers clean their carts or baskets prior to shopping many indicated they do not or only do so sometimes: 52% No 27% Sometimes 21% Yes Very Useful 1%
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These findings may correlate with the misconception that one’s regular grocery store is already very clean, or a mild acceptance of the risk of germs altogether. When asked how familiar shoppers were with antimicrobial products they responded: 24% Very Familiar 59% Somewhat Familiar 14% Not Very Familiar 3% Have Never Heard of Antimicrobial Products This is an excellent opportunity for MessageWrap as the amount of education to push shoppers into Very Familiar is not a significant leap. Demographically we measured a variety of criteria, all of which can be found in the Appendix. Here are a few of the significant details. Age overall skewed younger: 18-25 (25%) 25-34 (46%) 35-44 (16%) 45-54 (6%) 55-64 (4%) 65+ (1%) Gender was split evenly at 50% each male and female. Lastly, our respondents overall were well educated: Some High School (2%) High School Graduate (9%) Some College (40%) College Graduate (36%) Postgraduate/Professional (13%)
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SWOT STRENGTHS
WEAKNESSES
+ Protected by Good Armor’s antimicrobial coating + Ability to directly advertise to target consumers at a potential moment of captivity + Certain products have the ability to advertise directly at a point-of-purchase A tool used for retailers to innovate their shopping environments + Easy installation of product to check-stand belts
+ MessageWrap is located in the most cluttered aisle of the store + Exposure to MessageWrap is after the shopping experience + Learning curve; people do not know how dirty grocery belts are or the benefits MessageWrap provides + Exposure to advertisements on MessageWrap is limited when the belt is covered with groceries
OPPORTUNITIES
THREATS
+ Grocery stores may be willing to invest in order to make their store appear more clean + Societal trends lean towards wanting a more cleaner environment in everyday life + MessageWrap is emerging in a market that has little to no saturation
+ The human brain has a limited capacity- over exposure to advertising throughout the grocery stores may cause effectiveness of grocery belt advertising to fall + Development of other antimicrobial products/surfaces from other companies are starting to emerge
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CRITICAL ISSUE MessageWrap seeks to build a strategy that would allow them to appeal to a dynamic group of retailers, consumers and brands. The current model places heavy emphasis on the advertised brand, how can MessageWrap increase sales without using the advertised message as a driving force?
MARKETING STRATEGY MARKETING OBJECTIVES + Sales lift of MessageWrap belts. + Educate consumers about the value of antimicrobial coating. + Facilitate a mobile integration with MessageWrap. + Bridge online and offline marketing.
TARGET MARKETS: RETAILERS Retailers are in a strong position to reach their goal of increasing customer loyalty by utilizing the products offered by Message Wrap. There are numerous retailers in the United States who offer a variety of products and services, however retailers that partner with Message Wrap are taking the next step to ensure that their customers can shop in a clean and sanitary environment. The Message Wrap antimicrobial belt, along with its one-of-a-kind advertising real estate allow retailers to position themselves as a customer centric company while endorsing products of their choice. Retailers play a significant role in ensuring the success of Message Wrap because they have the power to educate the public about the importance of antimicrobial belts, a factor which research indicated needed significant improvement. Educating the public will increase the demand for antimicrobial belts, causing retailers and Message Wrap to feel the effects of consumer loyalty.
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CAMPAIGN STRATEGY: FIRST IMPRESSIONS ARE EVERYTHING First impressions aren’t everything, but they’re close. The day this project began our class had the privilege of being introduced to MessageWrap by a man with radiating excitement and passion for the product laid in front of us. Throughout the semester our group would reflect back to “that first day,” and we struggled to understand why. The truth is, we had trouble developing a strategy. In this power struggle of brands, retailers and consumers, where was MessageWrap’s identity? Our research and experiences revealed: it exists in the early impressions. There is a unique relationship between a grocery retailer and a loyal shopper. A bond crafted out a variety of criteria, that once formed, is not easily broken. After a time or two you’ll know the aisles like you would the halls of your home. As a retailer, make the right impression on shoppers and you might create a customer for life. MessageWrap provides grocery retailers with an unmatched new product that only enhances the “innovative shopping experience” that so many in the industry are trying to cultivate. Using a two phase process that focuses on transitioning consumers through necessary stages of the product preference and purchase cycle: Awareness, Engagement & Preference, we plan to put MessageWrap into every major grocery retailer nationwide.
PHASE I INNOVATION & EDUCATION (Min 4 Weeks - 1 Belt Cycle, Recommended to Repeat Quarterly) Phase I is designed to give consumers the same level of understanding that we received with MessageWrap during our first experience. We were told the horror stories of checkstand belts and cringed at the gruesome details. Resulting in the great reveal: MessageWrap. A new check-stand belt coated with Good Armor’s antimicrobial protectant, and gives brands that ability to advertise directly to target audiences at a possible moment of captivity. Our classroom was sold, hook-line-and-sinker.
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Phase I must seek to gain the acceptance of retailers and educate their loyal customers about the benefits of this new partnership that their favorite retailer is embarking upon. During this phase the wrap messaging will be focused around education of Good Armor’s antimicrobial coating, and familiarity with the MessageWrap brand. Additionally, retailers that agree to create a lasting partnership with MessageWrap will be provided with in-store materials that commend their responsible community action (e.g. Door Badges or Posters, Check-stand Grocery Dividers, Hanging Banners, Media Guide for Retail Newsletters and In-Store Coupon Booklets, etc.). Allowing retailers to advertise for themselves is an added benefit of Phase I, the true goal is to educate the store’s loyal customer base on the antimicrobial benefits associated with Good Armor and MessageWrap to create consumer pressure towards retailers for a long term check-stand solution. Since the beginning of check-stand belts consumers have been unknowingly unimpressed by their bland design and sustainability of germ ecosystems. The first exposure to MessageWrap, such a capable media vehicle, should be to inform customers about the underlying exceptional benefits this product delivers to you. This initial exposure, to something completely new, coupled with various promotional messages throughout the store will create a consumer relationship with MessageWrap that is nearly impossible to match. An advertising medium that gives back to you. The first interaction with MessageWrap is guaranteed to be an engaging one, if we use education to build a level of awareness amongst consumers, they will pressure their local retailer to utilize Message Wrap as a “new normal.”
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CREATIVE EXECUTION COUPON BOOK
CLEANING CLOTH
DOOR BADGE
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POSTERS
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POSTERS
CHECKOUT DIVIDER
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NEWSLETTER PLACEMENT
SAMPLE MESSAGE WRAP
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PHASE II THIRD PARTY INTEGRATION Phase II will give retailers the ability to utilize the “traditional” MessageWrap model using third party advertisements to receive a monetary “kickback” for allowing their messages to be placed on the retailers’ check-stand belts. Our research and that of mobile advertising in early stages suggests that consumers are much more accepting of advertising when it fits their values and addresses their needs. This level of understanding should be achieved by nearly all loyal shoppers of a supermarket or grocery store during Phase I; and prior to Phase II, to keep acceptance of MessageWrap high. For retailers that agree to a long-term solution to their check-stand belts MessageWrap will continue to support the store in all means possible to educate shoppers and provide a clean shopping environment. Retailers may only be interested in continued support of their own brand network, and that is acceptable. Continued education of customers and familiarity with MessageWrap is never a bad thing. If the store is ever ready to transition to third party advertising Phase II is always available to them. But the importance of continued education and transition periods of Phase I should never be neglected for the demand and longevity of MessageWrap’s product.
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SOCIAL MEDIA STRATEGY START THE CONVERSATION The grocery industry is one of the most digitally connected in the United States. Successful retailers in this field are experts at building relationships with their customer bases not only in-store but online in the digital world. According to The U.S. Grocery Shopping Trends of 2014 a few of the macro trends in the grocery industry include:
+ Consumers becoming more engaged and more powerful in the world of food than ever before. + Social media has changed consumer food behavior. + Consumers will be expecting more from their food, and from the companies providing it.
These changing trends are all grounded in education. Consumers are becoming more informed about products in all categories and basing their purchase decisions on what they know. We reviewed the Twitter and Facebook social media accounts of several supermarkets and grocery stores, check-stand brands, consumer brands, and products like Coinstar and Netflix to understand who was performing well, and how they were doing so within the “grocery environment.” Leaders in this category are Whole Foods, Walmart, H-E-B and Redbox each has a strong social media presence and works to cultivate a relationship with the customer in both the real and digital world. Jeff Molander of MakeSocialMediaSell. com writes, “The truth: social media marketing challenges grocery stores to design conversations in ways that solve customers problems - first (Molander, 2014).” MessageWrap solves a customer problem, it is educating them about this issue and allowing them to create a grassroots movement that will place the product in stores nationwide.
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Business2Community.com used thier Twitter Perfromance Tracker to analyze 21 North American supermarkets and grocery stores, they found, “A recommendation from someone in a consumer’s social media network would encourage 86% of shoppers to buy a new food and 76% of consumers to shop at a different store (mdg, 2014).” In an industry that continues to produce more ways for consumers to access their foods it is vital that grocers maintain a good relationship with their consumer bases. MessageWrap is a tool that allows them to do that. MessageWrap should begin building their brand by interacting with the retailers in which they serve on Twitter and Facebook. These vehicles will allow MessageWrap to reveal some of the more gruesome details of grocery environments without exposing potential retailers, but as a purely informative source. The social media followings of supermarkets and many of the consumer brands who utilize MessageWrap is astounding. There is great opportunity in beginning to open the line of communication with the consumer shopping channel. Phase I focuses on in-store education but is brief and in a very cluttered atmosphere. Building a brand and interacting with shoppers digitally will allow shoppers to engage with MessageWrap on a conversation level, just as they do to their grocers today. This relationship in the digital public space will educate consumers on MessageWrap and it’s antimicrobial coating, and undoubtedly reveal to retailers how important this is to consumers sometimes on their own social media pages. Building a social media presence and voice should be the immediate and continuous goal of MessageWrap. The only barrier to MessageWrap’s success is customer education. Customers drive the decisions of the grocery industry, there is little question there. It allows for a level of communication with retailers who rely on their social accounts for providing useful information to their loyal customers through these channels. Listening and interacting in these relationships will allow MessageWrap to begin to build demand for itself.
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CONCLUSION MessageWrap is a product poised for success as changing trends give shoppers more power in the grocery store than ever. Educating consumers and creating conversations and relationships on social networks will give MessageWrap the voice needed to persuade retailers to purchase. The grocery industry is increasingly competitive as local solutions and digital options become available, maintaining and growing a consistent customer base is vital for any grocery business. MessageWrap is a vital tool retailers could utilize to achieve these goals. The two phase system allows for MessageWrap to establish itself to the consumer along with their familiar retailer. After an education period and a basic level of knowledge is established shoppers will be much more accepting of MessageWrap advertising, and the advertisements themselves. Rarely are consumers overly accepting of advertising, it is unlikely for MessageWrap to change that. We look to establish a relationship with the shopper in which regardless of the advertisement on the belt, they are glad to see it, because ultimately that means they are protected by MessageWrap and Good Armor’s antimicrobial coating.
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REFERENCES Jung, John Hyuok. The University of Texas. Doctor of Philosophy. Factors Influencing Consumer Acceptance of Mobile Advertising. Austin: Thesis, 2009. Web. <http://repositories.lib.utexas.edu/bitstream/handle/2152/21912/jungj36161.pd f?sequence=2>. Molander, Jeff. “3 Habits of Successful Social Sellers: for grocery & convenience.” MakeSocialMediaSell.com. N.p., 2014. Web. 1 May. 2015. <www.makesocialmediasell.com/3-habits-for-grocery-stores/>. “U.S. Grocery Shopping Trends 2014.” Hartman Group Trends Research [FMI.org] 2014, 4-16. Web. 1 May. 2015. <http://www.fmi.org/docs/default-source/research/presentation.pdf?sfvrsn=0>. “Why Supermarkets Must Have Superior Social Media Customer Service.” mdg: Advertising and Marketing Blog. 28 Aug 2014. Web. 1 May. 2015. <http://www.mdgadvertising.com/blog/why-supermarkets-must-have-superior-so cial-media-customer-service-in-the-bag/>.
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APPENDIX - A
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APPENDIX -B
Male, 58 years old: How many times per week do you grocery shop? → I make multiple trips a week, me and your mom usually go when we want to make dinner and we’ll just get the stuff for that night and repeat that throughout the week. Are you loyal to a store? → Yes, we always go to Publix right down the road
Are there any innovations there or is it because of price or variety of products?... → I mean we’ve always gone to Publix. It’s hard to imagine grocery shopping anywhere else...If we HAD to go somewhere else it wouldn’t be an issue but Publix is just convenient. And the prices are good, they aren’t the cheapest but I also feel like Publix is a lot cleaner than most places. Also, whenever I’m in the store and I’ve heard of a product and they don’t carry it I can request it. So why would I go anywhere else? You said Publix was cleaner, cleaner compared to what? And what makes you feel that way about Publix? → I just always feel like when I walk in, everything is in place. It’s well organized and it has this brightness to it. Would walking into a “dirty” grocery store turn you away from it? → If I was in need of something, I would probably still shop there. Although I would be more inclined to go out of my way for a cleaner store On average, how long are you grocery store trips? → Uhhh about 20 minutes I’d say. I know what I’m getting when I go and I usually know where it is Do you use coupons, mobile discounts, BOGO’s? → They have mobile discounts now? Geez. But not really. Sometimes there’s a BOGO deal on ice cream and I just can’t pass it up. Would you use mobile discounts now that you know they exist? → Probably not. That seems like something more your generation would do. I only use my phone for phone calls and emails Describe your average trip to the grocery store. → Let’s see...I go in. Grab a basket, try to remember the list of things your mom gave me to get, pick up those things, get in the check out line, talk to Mrs. Carol because for some reason she is always working when I go to Publix so we end up talking about the deer in her yard for about 5 minutes, then I leave and go home and your mom yells at me for forgetting the Diet Coke so I end up going back for the Diet Coke...yeah that’s about right. PAGE 26
How concerned are you with germs? → I’d say pretty concerned. More than the average person. I’m always conscious of when I shook someone’s hand or something along those lines and immediately wash my hands. You know, I keep hand sanitizer in my car. I feel like I’m prone to getting sick so I like to keep myself as germfree as possible at all times What do you think is the most dirty part of a grocery store? → Hmm...I know people would be inclined to say the handle of the grocery cart but I don’t think it is. It’s probably the handles of the soda fridges at the check out counter or the cash register or something obscure like that Would you think the checkout belt? → Yeah, actually. That’s one I didn’t think of. But people putting all their food on there and food juices leaking out all over it. Definitely. I actually haven’t thought of that before...gross. If there was something that made the check out belt cleaner would you be accepting and appreciative of it? → Absolutely. We’re working on a project for a product called MessageWrap. It’s an antimicrobial wrap for the belts at grocery stores that also carry advertisements on them. How would you feel about this? → I like the concept. I’m always interested in hearing what new ideas people are coming up with. But why advertising on them? Isn’t the grocery belt’s purpose to put food on so wouldn’t it get covered up? Yeah we’ve talked about that. So you like the antimicrobial factor? Would you be more inclined to visit a grocery store that took steps like having an antimicrobial wrap on the belt versus one that you regularly visit that does not? → It depends on how far away the one with the wrap would be from the one I normally visit. If It’s a 5 minute difference than I probably. If it’s more like a 15 minute difference than I’d just go to the one I normally go to and carry my food in my arms or put my groceries down on my bags or something. Do you think you are consciously aware of advertising in stores? → That’s a weird question...when I think about it I can recall instances but I haven’t thought about it until now so I’m not sure what the answer would be.... Now that I’ve kind of explained MessageWrap to you, how do you feel about it? → I like the antimicrobial thing. I think that should be a part of other things too, not just grocery belts, there are some really dirty people out there. But I’m not sure I understand what the purpose of the advertising on it would be...I feel like a grocery would just want to advertise itself on it if anything. Not other products.
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Female, 26 years old: How many times per week do you grocery shop? → About once a week, sometimes once every two weeks. It depends. I buy fruits and veggies once a week though for sure. Other items last me longer. Are you loyal to a particular grocery store? → Umm, for my fresh produce I am. Dry goods and canned goods I can really buy those anywhere and if I need to restock on them I might just pick them up while I make a Target run or something. But for my produce I don’t just get that anywhere Where do you go for your fresh produce? And why do you have to get it at a certain place? → I’ll usually go to Fresh Market (this is basically Athens’ version of Whole Foods btw) or I’ll get it at the farmer’s market because I like really fresh things and I like to shop local. I feel like with produce you can really get a difference between say Kroger and Fresh Market. The selection is better at Fresh Market and I just feel better about buying my food there even though it’s more expensive. Who do you normally grocery shop with? → By myself almost always. I can spend hours picking out an orange, I’d hate to feel like I was making someone wait around for me. Yeah there’s no way I could grocery shop with anyone. On average, how long are your trips to the store? → Oh it varies. Like I said, I could spend just up to an hour or two...I’m bad with decisions. But sometimes, say I have a recipe for a meal I want to try, I know what I’m going to be getting so it doesn’t take that long. Do you use coupons, mobile discounts, BOGO’s or anything like that? → I use cartwheel! But only because you told me about it. And I feel like the discounts through that aren’t that good really….but as far as coupons not really. Obviously if I see a good BOGO deal I’m probably going to buy into it. Do you like to use your phone while you shop? Like for cartwheel? → Yeah it’s alright. Sometimes it’s a hassle because I’m pushing my cart, holding my phone and trying to find these products and it gets messy...I almost just like the simplicity of putting my phone away and good ole fashioned grocery shopping with a paper list and pen. I’ve come to realize the money I save using those mobile app things aren’t that great so is it really worth it…. ehhhh… Describe your average trip to the grocery store. → Ahhh. Chaos. Haha. Like for real. I’m all over the place. I end up with way too much food and produce and half of it goes bad by the time I can eat it. I hate wasting food like that...but yeah I spend a lot of time in the grocery store trying to find the healthy things and what not.
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How concerned are you with germs? → Pretty concerned? I mean who’s going to say they aren’t concerned with germs...but they are everywhere so you just kind of have to deal with that and do what you can to prevent what you can. But I mean I’m not going to put myself in a bubble or anything like that. Do you take into account cleanliness when you go grocery shopping? → Oh yeah. I’m that person that wipes down the cart with and sanitizes everything. I bag my produce, I don’t let the meat touch the veggies...things like that. What do you think is the dirtiest part of the grocery store? → Umm the grocery cart handle maybe? What if I told you it was the grocery check out belt? → That’s nasty, some people will straight up put their apples on there without bagging them...that’s concerning. Would you be in favor of an antimicrobial surface on the checkout belt? Would you pick a store that implemented things like this over the one you usually shop at? → Yes I would be in favor of that for sure. As far as picking one grocery store over another based off that...idk. I could just not put my groceries on the belt. They would have to take a stronger initiative to make me switch stores. How would it make you feel if there were advertisements on these antimicrobial belts? → Ehh. There’s advertising everywhere. I would probably just block it out like I block out billboards and magazines…(laughs) sorry I know you’re in advertising. But seriously come on does everything have to sell me something? I’m already having to pay too much for these groceries I’m currently buying, I don’t want someone telling me I should be getting anything else/ It gets so old. Just make it pretty or just make it have a positive quote or something on it. (I explain MessageWrap) As a consumer what are your thoughts on this product? → I mean I kind of already explained it...I just feel like the antimicrobial thing is a great idea. Yes, please keep our grocery stores clean. Someone should have done this a long time ago. I hadn’t even thought of how gross the belt is, but now that I know I’ll probably take more measures to keep my produce off of it. I mean how germ free is this antimicrobial belt anyway? If someone accidently has a hole in their fresh chicken packet and the juice runs onto the belt is it really going to keep my food from getting contaminated? Doubtful. (***this rant continues for a while….***) But I like the concept. We should definitely implement more things like this in public places.
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Female, 21 years old: How many times per week do you go grocery shopping? Like once every 2 to 3 weeks Which grocery store do you usually go to? H.E.B. Why? Because it’s down the street and I don’t like going further Do you feel like you are a loyal customer towards H.E.B.? Yes, but not because I love the store only because it’s convenient. What things do you like about H.E.B.? I really don’t know about price wise because I haven’t done any comparisons so I cant even tell you because it’s cheap, it’s mainly because I know where everything is at over there now. It’s just because it’s convenient. What about the store environment? It’s clean and its cool, the workers over there are helpful; it’s a little ghetto because of where we live. Do you normally go shopping there by yourself? Yes, all the time. How long would you say are your shopping trips? About an hour and a half. Do you use mobile coupons or discounts, would you say you pay attention to the deals that are happening? Yeah, I pay attention to the deals they have, I compare prices at the store. I don’t use coupons like I wish I did. It takes too much time to use coupons and I don’t have time. Do you consider yourself a germaphobe? Not extremely, but yes. What places do you pay attention to that you feel are more inclined to be contaminated with germs? The basket, I sometimes use the wipes to wipe down the basket sometimes. How do you feel about advertising in the stores, do you pay attention to the advertisements? No, I don’t really like to try new things I usually am brand loyal to the products I buy. I don’t like using cheap brands, and I like to use the brands that my mom uses. It’s what I remember when I would go shopping with her.
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Do you know what antimicrobial products are? No Well antimicrobial products are products that interrupt the formation of Bacteria. Where do you think are some of the most contaminated areas in a store? The restrooms and carts. Well a recent study came out that show that yeast, mold, staph and e coli are living and growing on these belts. This is because people will place their foods, meats, and other products that are contaminated on the belt. There’s this company called Message Wrap that specializes in custom-printed antimicrobial check stand belt covers. The surface is coated in Good Armor, which interrupts the formation of bacteria. The company uses these belts as advertising space in hopes to engage and connect with consumers. I’ve never thought about that, I feel stupid for not thinking about that. So if you knew about that would you be more willing to go to go to a checkout area with that type of belt? Yes, of course! I don’t even want to go to any other belt now. Now do you pay attention to advertisements at the checkout counter? Well, I look at the magazines Do you think you would pay attention to a belt if it had an advertisement on it? Yes, I would be really caught off guard because that’s not a typical place you would find an advertisement. What are your thoughts about this company? I think its cool, I like the fact that they are trying to sanitize something that not a lot of people would think is dirty. I think they would be really successful because you need to do something no ones done before. I think this is a good way to get money from brands because they spend lots of money on products. If there was a mobile code, or an app that gave you a discount would you use it? Yes, a lot of people like to save, mainly because I don’t like cutting out coupons. If you just tell someone to text something so you could get a discount that would be great.
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Female, 53 years old: So how many times a week do you grocery shop? At the least 2 times a week. Where do you usually go grocery shopping? Walmart or H.E.B. Why? Walmart because I can get everything there. H.E.B. ,because there’s variety of food. I usually go to the Wal-Mart on Trenton a lot of the times because it’s bigger, even though it’s farther. Or Ill go to the H.E.B. on Trenton because it has more of a variety a of healthier options and I’m willing to pay the price if its more healthy or gourmet. How important is cleanliness to you? Very, I don’t go to the H.E.B. on closner because its very crowded and more messy. But they’re both clean, but if I see that it’s more messy I wont go. Who do you normally go shopping with? By myself How long are your shopping trips Between an hour and an hour and a half Do you use coupons, mobile discounts, or buy one get one deals? No I used to but I don’t have time for them. If I were more computer savvy I would. How concerned are you with germs, in general? Would you consider yourself a germaphobe? No. When you are in public places do you make an effort to stay away from germ heavy surfaces, or do you use hand sanitizer? I don’t use hand sanitizer but there are times when I use a paper towel grab things. But I don’t carry that with me, I should but I don’t. Do you feel like you are more connected to brands that are concerned with the community, health and being environmentally friendly? Yes. Do you notice store advertisements? Yes, I notice them. How about the checkout area? What do you notice at the checkout area? Magazines, or whatever there is or I look at the candies.
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Do you know what antimicrobial products are? Like germ-x and stuff? Yes. Yea I’m familiar with them. So there’s this company called Message Wrap that specializes in custom-printed antimicrobial check stand belt covers. The surface is coated in Good Armor, which interrupts the formation of bacteria because there was this study conducted that said that yeast, mold, staph and e coli are living and growing on these belts. This is because people will place their foods, meats, and other products that are contaminated on the belt. The also uses these belts as advertising space in hopes to engage and connect with consumers. I believe it because they place meats on it and they drip. Well would you be go to the checkout counters that had this belt if they they had the option? Yes. Would you be willing to wait in a long line? It depends if i’m not in a rush. It depends. Would you notice advertisements on the belt? Oh yeah, If anything you are going to see advertising on it, its like anything else, its going to be there how could you avoid it? This is the thing I used to work at H.E.B. We would clean the register and stuff, but we never cleaned the belts. They also need to clean the scales that weigh the vegetables. I think the belts would help. What if there was a mobile advertisement/promotion would you do it? If they would show me how to use it and I was taking the product and I had it with me on the belt, the I would use it. I’m sure the checkers would explain it. I think if a company started doing this then a lot of companies would want to buy message wrap too. Male, 27 years old Grocery Store Questions: 1.
How many times per week do you grocery shop?
I go grocery shopping once a week but I go to the local grocery store to get snacks almost every day. 2.
Do you have a grocery store that you are loyal to or visit frequently?
Yes, Wheatsville and fresh plus
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3. What does that store do well to keep you as a customer? Products that I like 4.Who do you normally do your shopping with? My girlfriend 5. On average how long are your shopping trips? Half an hour for a full grocery trip. 6. Do you use coupons, mobile discounts, buy-one-get-one deals? Yes, I use coupons but only if they are attached to the product and I am already am buying it. I will not search for coupons. Iâ&#x20AC;&#x2122;ll only use them when they are convenient. 7. Describe your average trip to the grocery store. Grab my reusable bags from the car, walk in, get fruits and veggies, walk through the aisles looking for what I need, try to think of what I need for the week, and then I check out. Germ Questions: 8.How concerned are you with germs? Iâ&#x20AC;&#x2122;m not that concerned with germs. 9. When you are in public places do you make an effort to stay away from germ heavy surfaces, or do you use hand sanitizer frequently? No. Advertising in Store: 10. How do you feel about advertising in the grocery store? Try not to let it affect my decisions Message wrap questions: Explain the product. Yes, I think a germ free grocery belt would be awesome.
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11. How would you feel if your grocery store put these belts in? I would think it was really cool and would like it. 12. You mentioned before you aren’t concerned with germs, what changed your mind? I never realized how disgusting grocery belts were before you told me. Thoughts... 13. How would feel if advertising was on belts? I wouldn’t mind but I probably wouldn’t read it 14. If coupon for frozen blueberries and all you had to do was text a number that was on the belt and you would receive a 50% coupon would you use it? Definitely. Female, 58 years old Grocery Store Questions: 1.
How many times per week do you grocery shop?
3 - 4 times a week 2.
Do you have a grocery store that you are loyal to or visit frequently?
Yes, Publix. Every once and a while I’ll go to Whole Foods and Fresh Market. Fresh Market plays classical music so I’ll go there to relax. 3.
What does that store do well to keep you as a customer?
Publix is clean and bright and has good products. 4.
Who do you normally do your shopping with?
By myself. 5.
On average how long are your shopping trips?
If I run into people it could be hours but if I’m just going in and out it could be 30 minutes.
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6.
Do you use coupons, mobile discounts, buy-one-get-one deals?
Not usually 7.
Describe your average trip to the grocery store.
Park the car, get a cart, walk in, go to the right, look at the deli, go to the cheese department, down the international isle, frozen section, get the milk, take the produce and out the door. Germ Questions: 8.
How concerned are you with germs?
I am a germ freak. 9. When you are in public places do you make an effort to stay away from germ heavy surfaces, or do you use hand sanitizer frequently? Yes, when I go into the grocery store I use hand sanitizer and when I go out I use it again. I also wash the cart off and I never put produce in the baby seat. And anything that isn’t wrapped I don’t let it touch that area. I make sure the meat I get at the deli is sanitary or I won’t take it. Advertising in Store: 10. How do you feel about advertising in the grocery store? I don’t like to look at advertising it makes me dizzy. Message wrap questions: Explain the product. That would be alright if they added that but they’re always cleaning the belt. 11. How would you feel if your grocery store put these belts in? I would think it was really nice if it was just a black plain belt with that material What would you think if advertisers sponsored the belts? I would hate it, because right after you’re done grocery shopping they try to sell you candy and gum, and then they ask you did you find everything you need? I would not want any more ads when I’m about to exit the store. I want to leave feeling relaxed.
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Nope. I’d rather look at a black belt. I don’t like the idea of advertising on the belt. That’s why I like fresh market because they just have a few things when you leave they don’t try to push things for you to buy. 12. If coupon for milk and all you had to do was text a number that was on the belt and you would receive a 50% coupon would you use it? No. Publix has this thing that you go online at home and you can download the coupons on your phone and then you can just use show your phone and get a discount. The belt would keep moving the number and it would be too complicated. If they are going to do this it has to be a simple thing not a bunch of stuff. If each cash register had a different and if it’s just one thing on the belt. Male, 21 years old Grocery Store Questions: 1. How many times per week do you grocery shop? Normally about once, sometimes not even that much though. 2.
Do you have a grocery store that you are loyal to or visit frequently?
Yeah, I go to the HEB off Riverside and Pleasant Valley. It’s a really nice one. 3.
What does that store do well to keep you as a customer?
Uhm, overall like the size. They have everything. They even have different aisles and stuff for different ethnicities, it’s like 2 or 3 grocery stores in 1. 4.
Who do you normally do your shopping with?
My girlfriend, we put it all together but split the price in the end, so it’s a pretty good deal for both of us. 5. On average how long are your shopping trips? I guess about an hour. 6.
Do you use coupons, mobile discounts, buy-one-get-one deals?
Not really, if we see an item that is on sale we might get that one over another. But we don’t bring any coupons with us or anything thing like that.
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Germ Questions: 8. How concerned are you with germs? Not really concerned, I mean I’m a clean guy, I don’t go around touching too much either, but I wouldnt say Im concerned. 9. When you are in public places do you make an effort to stay away from germ heavy surfaces, or do you use hand sanitizer frequently? I mean like I said, I’m not rubbing myself all over anything, and no I don’t use sanitizer, but I feel like I am conscious about surfaces. Advertising in Store: 10. How do you feel about advertising in the grocery store? Well, if it’s for a deal, or something along those lines then I am glad it’s there. But otherwise, I don’t think it influences me too much. Message wrap questions: Explain the product. 11. How would you feel if your grocery store put these belts in? We’ve talked about this product a few times. I think we both agreed that advertising is just kind of the way of the world. Sometimes we place it somewhere, and eventually decide that wasn’t a good idea, but overall advertising will always find a way to try. Concerning antimicrobial, I think that is where the real value is. From what you’ve told me about your plan to educate regularly, I do think that idea has some potential. I know that I think grocery stores should get these, and if the ads have to be there so be it. Overall, I just feel like I’ve made it this far without these things. The upgrade would be nice, but i’m not sure everyone would care that much. 12. If coupon for milk and all you had to do was text a number that was on the belt and you would receive a coupon would you use it? Oh ya, I’d certainly use something like that. As long as they weren’t texting me things all the time. Alexander Cramer Female, 25 Grocery Store Questions: 1. How many times per week do you grocery shop? Hm, probably like 2 or 3 times a week. 2. Do you have a grocery store that you are loyal to or visit frequently? Yeah I go to a HEB, but sometimes Walmart or Target too. 3.What does that store do well to keep you as a customer? Well I do mix it up a little. Mainly it is whatever place I am nearby, and I like all of those places because I am familiar with them, and overall I think they have good prices, and pretty regular deals. 4. Who do you normally do your shopping with? My roommate. Or alone. PAGE 38
5.
On average how long are your shopping trips?
Maybe like 45 minutes to an hour. 6.
Do you use coupons, mobile discounts, buy-one-get-one deals?
No we don’t use any coupons really. Germ Questions: 8.
How concerned are you with germs?
A little concerned I guess. I have hand sanitizer in my purse and use it sometimes. It’s not something I think about too regularly though. 9. When you are in public places do you make an effort to stay away from germ heavy surfaces, or do you use hand sanitizer frequently? Yes I think so, I certainly avoid gross things and I do use sanitizer. Advertising in Store: 10. How do you feel about advertising in the grocery store? I dont think I notice it too much. Mainly I am focusing on the products or deals on the price things on the shelves. I don’t use the coupon books or anything like that though. Message wrap questions: Explain the product. 11. How would you feel if your grocery store put these belts in? I guess I would be okay with it. I do like the cleaner surface. But I think the advertising on it is a little strong, it just seems very in your face. But the cleanliness really does make it cool, but when you just see it you don’t know anything about that really. 12. If coupon for milk and all you had to do was text a number that was on the belt and you would receive a coupon would you use it? It depends on the product I guess, I don’t like to text those things too much because I am afraid I will get tons of spam calls.
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APPENDIX - C
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