You are a Network
- Retail outlet communication
- Client satisfaction
Managing ad printouts campaigns
Optimising Advertising catalogues distribution
The PA media (Printed Advertising or Ad Printout) is emerging as a driving force behind in-store traffic generation. It is also a complex medium, sometimes difficult to be apprehended by the Marketing Teams of retail chains.
What is the real potential of your distribution area?
What is the level of accessibility in this zone?
How best to define your distribution perimeter and target the persons that are mostly sensitive to the brand?
Which distribution company to choose ?
How to get the best distribution price?
The expertise of Feedback on the Ad Printout media is recognised by all market participants.
Feedback can support your business by addressing challenges related to advertising printouts, including the selection or (geo-marketing) of distribution zones and targeting, as well as, the management of distribution tender offers.
Local communication audit
Advertising printouts audit
Measuring advertising catalogues distribution performance
A key traffic building tool and a critical media par excellence: Printed Advertising is the first advertising investment of retail stores. An effective media on the field, yet, subject to many uncertainties and is henceforth, hard to monitor by advertisers.
Are your catalogues being properly distributed?
Are delivery deadlines being respected by your service providers?
What is the actual coverage rate of your distribution campaigns?
Feedback inspects the distribution of your advertising catalogues on the targeted catchment areas.
Feedback provides two different approaches:
Field Investigation: Our investigators are mobilised on the field to confirm their proper distribution.
Remote Investigation: We question, by mail or telephone, residents of your catchment areas to confirm the good reception of your catalogues.
Improve ROI of your billposting operations (temporary or LT)
Billposting is subject to many uncertainties:
– A constant evolution of permanent and temporary networks (dismantling, redeployment, legal framework)
– A complex supply chain, where the human factor is paramount and quality problems significant (vandalism, disassembled panels, blocked scrolling signs).
It is hard for a client to control the effective installation of posters but also know exactly its LT network.
Are your billboard campaigns properly set?
Are the selected billboards in your media plan present and in good condition?
What is the state of LT installed base?
Are you paying the right amount of OAT (Outdoor Advertising Tax)?
Temporary Billboard Display
Designed by UDA (French Advertisers Association) in partnership with Advertisers themselves, quality control aims to guarantee an optimal achievement of their campaigns. Feedback deploys its investigators throughout the country to carry out controls in compliance with the UDA/UPE charter. These controls, supported by photographies, highlight all the billposting anomalies.
From simple anomalies: Vandalism, blocked scroll signs … to
Serious anomalies: Disassembled billboards, wrong side displayed.
Long Term Billboard Display
Managing a LT installed base requires regular audits to check the presence and quality of selected billboards.
Feedback Pro Investigators network operates on the catchment areas of your stores to audit the whole LT installed base:
– Qualitative identification of billboards
– Identification of more impacting billboards
– Administrative and accounting Management of LT Installed bases
Displaying OAT – Outdoor Advertising Tax
The tax applies on all advertising media, permanent sign boards and onsite signs, visible from any street open to public traffic.
This tax is today directly collected by the municipalities and its heterogeneous application results very often in dispute situations, particularly with the large national chains.
Feedback measures and records all advertising media via laser rangefinders and drafts subsequent legal statements.
(Pre and Post testing and Média mix)
Would you like to measure the relevance of your messages and advertising media?
Communication survey/ Pre-testing:
Effectively Evaluating your Communication Tools
In an economic environment, where marketing operating budgets keep dropping, advertisers must design efficient advertising campaigns supported by relevant messages. Yet, the design of campaigns is often based on empirical data rather than on consumer expectations.
Are your advertising media well designed?
Is your message properly understood by consumers?
What are their expectations vis-à-vis your communication campaigns?
How to stand out with respect to other advertising campaigns?
From focus group conducted by a psychologist animator, Feedback guides you in the diagnosis of your campaign and design relevant, clear and effective messages.
Communication survey/ Post-testing:
Measuring Campaigns Efficiency
The emergence of new digital tools as well as reduced advertising investments lead advertisers to question the performance of campaigns, including their ROI.
What is the consumer perception regarding your campaign?
What is the impact of your campaign?
How to estimate traffic and purchases generated by your campaign?
Feedback conducts post-tests, measuring efficiency through various protocols:
– Online survey.
Feedback, thus helps to assess the commercial performance of your campaigns by analysing the perception of consumers in both substance and form.
Communication survey/ Média mix:
Design the most relevant Media Mix
Today, Media mix analysis is based on the intrinsic features of medias (power, targeting, coverage, cost, legal framework) and not on their efficiency. Given the emergence of new mediums and strong budgetary constraints, advertisers are questioning the relevance of their mix and choice of advertising mediums.
Which media mix is best suited to your target?
How effective is your media mix?
How to optimise ROI and communication tools?
Feedback conducts media mix surveys to measure through a methodological and customised approach, the contribution of each medium on the brand image, media perception, memorisation of campaign and purchase intent.
Measuring and optimising the quality of your service
Given the emergence of new marketing tools and methods, a successful customer experience remains the main pillar in terms of loyalty and consequently, one of the major challenges of retail chains.
Does the service quality delivered by my network meet the standards defined by the brand?
What are the strengths and areas for improvement within my network?
Are the commercial procedures being followed?
Is service quality homogenous across all customer touch points?
Mystery shopper visits conducted by Feedback can cover all customer touch points including (point of sale, customer service, after-sales service, website, social networks).
A real diagnosis and progress measurement tool, these visits provide an objective viewpoint of the service quality delivered by the brand while identifying essential corrective actions.
Feedback will afterwards, assist the client in the implementation of corrective actions by offering a tailor-made support.
Norms and standards audit
Improve customer experience in retail outlets
When a big sign or network own, by itself or through franchises, a significant number of outlets, it is often very difficult to ensure the proper implementation and enforcement of norms and standards on the entire network.
Indeed, these elements convey the corporate image of the company to customers and it is therefore paramount to proceed with specific caution.
Are your outlets neat and are the displays in compliance with the brand’s standards?
Are national communication campaigns homogenous within your network?
Does your network respect commercial procedures recommended by the HQ?
Is your inventory management process (availability, storage) in compliance?
Wrongly considered as a simple monitoring tool, standard audits actually allow to stimulate and empower outlets and getting them to work closely with the brand, with a common goal: guaranteeing optimal customer satisfaction.
Audits will be conducted by professional interviewers specifically trained on the project specifications of the brand.
A real diagnostic tool, to carry out a complete assessment of all standards involved in the brand identity and also to comply with administrative and commercial procedures.
Retail outlet audit
Keep an eye on your network
Marketing managers often lack visibility on what’s going on the field and do not have the necessary resources to precisely know the entire store-network.
This lack of visibility can lead to unnecessary investments on communication elements that are not suitable to the overall store-network.
As for network managers, they do not have the necessary indicators to evaluate outlets in terms of operational implementation of communication tools and processes.
What are the dimensions of window showcases of different stores within the network?
How are stores organised?
Is the new furniture setup in compliance with the instructions from HQ?
Is national communication campaign properly diffused within the retail-outlet network?
Thanks to specific indicators and photographic reporting, network and marketing teams have an effective monitoring tool to best define relevant communication tools. The chain will be able to harmonise its various stores and increase the visibility of its network by designing a homogeneous (internal and external) communication.
Understanding your shopper and optimising their shopping experience
Despite the rise of e-commerce and drive-ins, alongside the development of new digital communication tools, that have deeply complexified the shopper’s journey, Shopper Experience remains a central concern for Category Management services. POS is the last touch point before the purchase decision. Brands usually know very well their customers. However, they lack information on the buying process and would like to know more on (purchase) motivations and (purchase) barriers.
What is the buyers profile?
What are the (purchase) motivations and barriers?
How to understand the purchase process and performance drivers?
What is the behaviour of buyers while facing the shelves? How do they spot products?
What is the impact of merchandising on the buyer?
Feedback offers a proven methodological approach combining:
– Shelf Observation and photographic reporting
– Quantitative Interviews in front of shelves
– Semi-structured qualitative interviews
Measuring Client Satisfaction
« There is one boss: the Customer. And the latter can fire the entire staff, from the CEO to the employee, simply by spending his money elsewhere ». Sam Walton, founder of Wal-Mart, was already convinced that customer satisfaction should be at the heart of retail chains.
In an increasingly demanding consumer market, where the latter is more and more likely to give his opinion on dedicated websites, Customer Satisfaction has indeed become a major challenge.
What are clients’ expectations?
What are clients’ satisfaction criteria?
What is the level of customer satisfaction?
How can your company address customer dissatisfaction?
Feedback offers a two-level approach:
– Qualitative interviews with customers to identify satisfaction and dissatisfaction criteria.
– Barometric surveys to regularly assess satisfaction and measure progress.