halverson group: how people shop for denim
TRANSCRIPT
1
Journey to jeansHow people shopfor denim
2
So many choices… which pair is right for me?
2
3
ChoicesTM Journey to Jeans
1. The EFFORT put in2. The role HEAD versus HEART3. The COMPLEXITY of the decision4. The RISK of a wrong decision5. Whether the goal is to stay in or get out of your COMFORT ZONE6. The amount of ENJOYMENT you get out of the process
To understand how people shop for jeans, we need to understand how they shop. Halverson Group has identified six factors that influence all consumer decisions.
4
HighEffort
LowEffort
Open toChange
Routine
High Reward
LowReward
HeartHead
LowRisk
HighRisk
Complex
Simple
Televisions
Cable TV Services
Car Insurance
Vacations
Streaming/Digital Music Services
Jeans
Make-up
Movie Tickets
Chewing GumBeer
Ground CoffeeFacial Tissue
Glass/Window Cleaner
“I’m going to give this a try—if it doesn’t work
out, no big deal!”
“This is so exciting. I have to discuss this with
my friends!”
“The stakes are high. I don’t want to
screw this up.”
“I’m fine with doing what I always do—
not going to overthink this.”
Our research showed that shopping for jeans falls roughly in the middle of the high-effort, high-heart quadrant—somewhere between make-up and vacations.
ChoicesTM Journey to Jeans
5
Generally speaking, jeans are fun and highly rewarding to shop for—that’s no surprise. But once the price goes up, things start to get serious.
5
6
HighEffort
LowEffort
Open toChange
Routine
High Reward
LowReward
HeartHead
LowRisk
HighRisk
Complex
Simple
ChoicesTM Journey to Jeans
THE GREATER THE PRICE, THE GREATER THE:• risk• complexity• involvement• exploration• reward• heart
Shopping for jeans that cost $80 or higher is more intense than planning a vacation.
Jeans <=$25
Jeans $26-$40
Jeans - $41-$79Jeans
Make-up
Jeans $80 +Vacations
7
The journey to higher-priced jeans is 25% longer than for low-priced jeans, and the time devoted to sharing with friends post-purchase is three times as long.
ChoicesTM Journey to Jeans
$25 Jeans
$80+ Jeans
15 days
20 days
DEC
IDE
BUY
SHAR
E
NEE
D/W
ANT
7 4 2 1 1
DEC
IDE
BUY
SHAR
E
NEE
D/W
ANT
4 3 6 3 3
DAYSDAYSDAYSDAYSDAYS
DAYS DAYS DAYS DAYS DAYS
8
We also analyzed the touch-points people engage with on their journey.
ChoicesTM Journey to Jeans
In-Store Self-Directed Word of Mouth Traditional Media Coupons/Loyalty
Websites Direct Contact Social Media Review Sources Search Engines
9
We learned that regardless of price point, the in-store experience is particularly important to those shopping for jeans, compared to, say, chewing gum.
ChoicesTM Journey to Jeans
Indices based on penetration
Penetration76% Self-Directed
61% In-Store
59% Word of Mouth
50% Traditional Media
46% Coupons/Loyalty
43% Website
39% Direct Contact
31% Reviews
30% Social Media
26% Search
� Jeans� Television� Vacations� Beer� Cable TV� Car Insurance� Chewing Gum� Facial Tissue� Glass Cleaner� Coffee� Makeup
�Movie Theater Tickets
� Streaming Music
0 50 100 150 200 250
9
10
But when you account for price, suddenly the in-store experience is just part of the picture. People shopping for more expensive jeans are engaging in a lot of touch-points.
ChoicesTM Journey to Jeans
Indices based on penetration
Penetration76% Self-Directed
61% In-Store
59% Word of Mouth
50% Traditional Media
46% Coupons/Loyalty
43% Website
39% Direct Contact
31% Reviews
30% Social Media
26% Search
� Jeans < $25� Jeans $26-$40� Jeans $41-$79� Jeans $80+
0 50 100 150 200 250
10
11
People also engage with touch-points very differently based on whether they are replacing an old/worn pair versus updating their wardrobe.
ChoicesTM Journey to Jeans
Indices based on penetration
Penetration76% Self-Directed
61% In-Store
59% Word of Mouth
50% Traditional Media
46% Coupons/Loyalty
43% Website
39% Direct Contact
31% Reviews
30% Social Media
26% Search
�Replace an old/worn pair
� Update wardrobe
0 50 100 150 200 250
11
12
So, what did we learn about shopping for jeans? Price dramatically affects the journey. In-store experience is critical at all price points and all stages. And the journey doesn’t end after purchase, especially for high-end jeans.
But, wait—there’s more.
12
13
• By category• By brand• By demographics
• By loyalty• By price sensitivity
• By experience• By knowledge level• By purchase cycle
• By channel• By purchase location• By store channel
• By spontaneity• By shopping mode
• By trigger type
ChoicesTM Journey to Jeans
We could tell you a lot more about shopping for jeans. But the point is, our Choices ™ tool provides a lens through which to examine your entire brand ecosystem—however you want to.
13
14
And having access to this data just might be as exciting as a new pair of jeans.
14
