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4/22/2014
1
Shopper Insights:Tools for Improving WIC Participant Centered Services
Melanie Hall M.S. R.D.
Presenter Disclosure
The following personal financial relationships with commercial interests relevant to this presentation existed during the past 12 months:
• Kellogg Company, Employee
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Are You a Marketer?
Marketing:
The action or business of promoting and selling products or services, including market research and advertising.
Social Marketing:
An approach used to develop activities aimed at changing or maintaining people's behavior for the benefit of individuals and society as a whole.
Tools of the Trade: Insights
Effective marketing strategies rely on a solid foundation of insights that lead to meaningful messaging, promotions, and events that influence the consumer’s journey towards positive behavior change.
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Objectives
At the conclusion of this session, participants will be able to:
• Define the differences between shopper insights and shopper behaviors/facts.
• Use WIC shopper research findings to identify critical touch points on a WIC shopper journey map.
• Use WIC shopper insight segmentation to create three ways to improve the WIC shopper journey in ways that will foster better utilization of food allowances.
Definition of an Insight
A spark of understanding on the part of a marketer regarding an unidentified or unmet need in the marketplace, or a new/ better way to satisfy an existing need.
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Example of an Insight
An insight is not about a product or service. It's about a consumer/shopper need that isn't being met as well as it could be.
InsightObservation
Gen Y spends more time on linethan on TV
Gen Y wants more control and customized
experiences than any other segment
Different Types of Insights
Category
Brand
Product
Retail Channel
Shopper
Consumer
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Digging for Insights
Ask WhyThen ask So What?
Translate Meaningful Answers into
Actionable Insights
Act on andShare the Insights
Active/PassiveObservation
Insights Guide Interventions
I don’t know how to choose fresh produce
I need salad
recipes my whole
family will enjoy
I will usually be
the only one eating salads
My family does not think
they are filling
It is hard to eat a salad
while everyone else
has hamburgers!
I want a guarantee
d experienc
e
I want it to taste great every time
Freshness
affects the
taste
Consume
salads
Consumer X does not make
salads
It takes too
long to make
There is too much
grating and chopping involved
It’s a pain to
clean all of
equipment
I don’t eat salads. But
I feel guilty I don’t eat
more vegetables
Why?
So What?
Meaning?
Why Important?
Why?
Why?
Why?
So What?
So What?
Why Important?
Meaning?
Why Important?
OBSERVATION
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Roadblocks To Insight Gathering
• Not enough time for the process• Status quo (we have to, category imposed rule)
• Poor perception of return on investment• Unclear objectives• Poorly constructed research path
– Failure to talk to the right consumers– In the right place– Or at the right time.
• Jumping to conclusions.• Eyes not open, needs to be a continuous process.
Qualitative Insight Gathering Strategies
Let the client lead you though their experience from their point of view. She’s the expert, you’re the student.
• In Home Ethnographies
• Shop-a-longs
Lower cost approaches include:
• Retailer shop-a-long partnerships
– Work with vendors to conduct shop a longs
• Fotonovelas
– Ask clients to make a photo diary of their shopping trip
• Audio diary
– Ask client with a voice memo app to
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The WIC Insight Gathering Process
Observe
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WIC Cereal Redemption
EBT Data
• TX 70% Cereal Redemption1
• MI 65% Cereal Redemption2
Quantitative Attitude & Use Study3
• Participants Report:
– Under redemption of cereal allowance (47%)
– Buying cereal with their own money
– Barriers to WIC cereal redemption:
• Not a brand the family likes (62%)
• Can’t be used in recipes (34%)
• Eat other foods for breakfast (12.5%)1. TX Food Redemption Report March-May 20132. Altarum Institute Future is Bright with WIC EBT3. IPSOS 2013 WIC A&U
Shopping Experience
Quantitative Attitude & Use Study1
• Participants Report:
– A WIC Friendly shopping experience is the primary driver of retailer choice
• Makes shopping for WIC easy
• WIC items are clearly marked
• Welcoming to WIC shoppers
– Barriers to WIC cereal redemption:
• Hard to add up to 36 oz. (40%)
• Hard to find size they want on the shelf (19%)
• Hard to find brand they want on shelf (13%)1. IPSOS 2013 WIC A&U
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Ask Why:
W5 Voices of WIC Insights Study
1. W5, Voices of WIC Insights Study, 2013
Health Perceptions
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Ethnography/SAL Findings: WIC and Cereal
WIC Moms attribute ingredients like fruits, whole grains, and nuts as healthy options. They also attribute health to certain brands
WIC Moms think many cereals that don’t meet FNS criteria should be included in the WIC food package.
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Taste Perceptions
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Ethnography/SAL Findings: WIC and Cereal
• A WIC Mom perception is that WIC cereals have less sugar and contain whole grain, but they did not identify any other benefits to the food.
• Moms perceive WIC cereals to have less flavor than non-WIC options.
• Some moms mentioned adding sugar on their own to make WIC options more appealing
“When they get to the WIC cereal, it’s because they don’t have the REAL cereal they like to eat. That’s when we eat the Rice Krispies, the Cheerios, and the Chex.”
Renee, Atlanta
RECIPES
SNACK
WIC Cereal Use
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How do WIC moms use cereal?
BREAKFAST FOOD
Typically for younger children
Finger food for beginning eaters
Afternoon for kids Evenings for moms
Breading chickenDesserts
More often for children
Quick, easy, convenient
Familiar brands and styles from
childhood
Ethnography/SAL Findings: WIC and Cereal
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Cereal Choice Insights
1. Emphasizing what’s missing in WIC cereals instead of their benefits, can make moms feel deprived.
2. WIC Moms are hesitant to purchase cereal they fear will go to waste if their family does not enjoy the taste.
3. Kid friendly cereals and cereal that make good finger foods or snacks are highly desirable.
4. WIC Moms tend to see cereal as having limited uses.
Now What?
Store Selection
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• Perception as a WIC-friendly store• Educated cashiers and customer service staff• Respectful staff• Help in the aisles• Flexibility at check out
• Proximity to home/work• Proximity to WIC office • Perceived ease of checkout• Lower prices
WIC shoppers typically select stores based on the following key factors:
Ethnography/SAL Findings: WIC Shopping Experience
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Top WIC Shopping Goals
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• Most WIC shoppers want their shopping to be done quickly and efficiently. • Future Pain Point?: WIC simplifies healthy choices to the point that WIC Moms are not prepared make the choices without guidance (i.e. the printed food list).
Ethnography/SAL Findings: WIC Shopping Experience
“My goal is [to have] the quickest shopping trip. It's not like you're browsing.”
Tedra, Houston • Many fear making mistakes with WIC-approved foods or quantities and strive to stay organized and plan ahead.
Barriers to Redemption:Aisle Confusion
24
• The cereal aisle itself can be confusing with no intuitive organization.
• Poor labeling makes it hard to identify the correct items
— Moms don’t always have their food list with them.
• Approved foods can vary by store
Ethnography/SAL Findings: WIC Shopping Experience
“I don't think I ever considered the store as having a responsibility in helping me find WIC products.”
Tedra, Houston
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WIC Sections
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Shoppers said sections featuring only WIC products would be helpful and welcomed. Some stores had unmarked dedicated space to WIC foods for quick and easy pickup of essential items.
Ethnography/SAL Findings: WIC Shopping Experience
“At least every other visit, I will get something off the shelf that says WIC-approved and give it to the cash register and she’ll say ‘this is not WIC-approved.’ It creates a huge pain at checkout.”
Crystal, Atlanta
“I ask myself if it's worth it. Is it worth the hassle to put your self respect on the line when you’re waiting in line?”
J if Atl t
Cashiers
Cashier interactions play a large role in the WIC shopper’s satisfaction with the checkout process.
CASHIER PREFERENCES
• Educated about WIC approved products
• Educated about WIC EBT processing
• Treats the shopper with respect, does not look down on WIC purchases
• Speedy and efficient transactions without feeling rushed
• Friendly and welcoming
Ethnography/SAL Findings: WIC Shopping Experience
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Retailer Choice Insights
1. Moms will go out of their way for an efficient, WIC-friendly shopping experience.
2. Cereal is a challenging category due to overwhelming aisles when browsing and trying to add up to 36 oz.
3. WIC changes routine grocery shopping behaviors for Moms by limiting choices, sizes, and complicating checkout.
4. Social stigma causes some moms to justify their participation by only using WIC on the months they “really need it”.
Now What?
Translate Meaningful Answers into Actionable Insights
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Tools of the Trade: P2P/Journey Maps
A consumer’s “Path to Purchase” describes the experiences that influence their decision making process before, during, and after a shopping trip.
In social marketing, “Journey Mapping” follows a similar approach that identifies multiple touch points where client centered messaging, promotions, and events can influence behavior change
Example Shopping Journey Maps
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WIC Shopping Trips tend to have more “pain points” than non-WIC trips
Checkout, Some
retailers still
require separating
items
Choose line/cash
ier
Track monthly limits for WIC items,
Finding correct foods,
maximizing allowance
Accidental purchase of non-WIC items when using EBT card
Planning Successful use of foods
PAIN POINTPAIN POINT
Food Waste
PAIN POINT
CheckoutChoose line/cash
ier
Sticking to budget
or shopping
list
Accidently going over budget
Successful use of foods
PAIN POINT
Food Waste
PAIN POINT
Planning
WIC Trip
Non WIC Trip
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Journey Map Warm Up Exercise
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Checkout, Some
retailers still
require separating
items
Choose line/cash
ier
Track monthly limits for WIC items,
Finding correct foods,
maximizing allowance
Accidental purchase of non-WIC items when using EBT card
Planning Successful use of foods
PAIN POINTPAIN POINT
Food Waste
PAIN POINT
Consider: • Are there “WIC wins” that balance out WIC Trip pain points?
• Which touch points can local agencies have the most relevant impact through policy changes or education?
• Do opportunities to partner with retailers or food industry exist?
WIC Trip
Client Segmentation: Going Deeper than Demographics
• Segmenting your audience can help you ensure that the insight based interventions you create are relevant and highly effective.
– Segmentation does not mean excluding clients, but creating richer engagement with a specific subgroup.
– Successful engagement with the subgroup may result in the group spreading your message to other segments.
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WIC Mom Types Overview
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Three (3) WIC Mom types1 were identified based on their entry into the WIC program:
FIRST-TIME MOMS
EXPERIENCED MOMS
FORMULA MOMS
1. W5 Voices of WIC Insights Study 2013
First-Time Moms
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WIC Mom Types
FIRST-TIME MOMS
“When I was a new WIC mom it was overwhelming to shop. It was even more embarrassing [if you made a mistake].”Bree, Los Angeles
ENTRY: Sought out program to receive assistance
EDUCATION: Embrace educational opportunities from WIC offices (breastfeeding, recipes, etc.)
HEALTH: Greater interest in healthy eating and nutrition education
SHOPPING: Open to trying new products available through WIC, including cereal. Struggle more with actual WIC program navigation
MEAL/FOOD: Open to trying new uses for WIC-approved items
Key Characteristics: Openness, Education, Health
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Experienced Moms
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EXPERIENCED MOMS
“I used to bring the booklet with me when I shopped, but now I know what I need and what to plan for so it stays home.”
Cecilia, Houston
ENTRY: Enrollment and recertification are part of the “routine”
EDUCATION: Have established rules for defining healthy eating for their family
HEALTH: Understand and value healthy eating, but priority is meeting the taste preferences of their family members
SHOPPING: Shopping goal is speed and efficiency
MEAL/FOOD: Accustomed to WIC food lists (do not need their booklet) and tend to purchase the same items; not as interested in exploring new products
Key Characteristics: Convenience, Familiarity, Routine
Formula Moms
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FORMULA MOMS
“If I had to purchase the formula myself, I don't know how we could have done that.” Renee, Atlanta
ENTRY: Were at times referred to the program by doctors or other professionals
EDUCATION: Educational opportunities are part of the process of recertification; they have more frustrations with the process and fitting it into their schedule
HEALTH: Less aware/interested in information about health
SHOPPING: Goal is getting what they need at a lower cost
MEAL/FOOD: More frustrated with inability to purchase their “favorites” through WIC and sometimes splurge to get what they want
Key Characteristics: Taste, Minimize Disruption, Cost-sensitive
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Act on and Share Insights
Journey Map
Group Exercise
Group Exercise10-15 minutes
• Split into three groups
– First-Time Moms
– Experienced Moms
– Formula Moms
• Review the summary of WIC insights through the lens of your WIC mom type group
• Find 1-3 critical points in the WIC Journey map where your local agency can create service solutions that improve cereal redemption or cereal use
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Journey Map Exercise
WICProgram Awareness
WIC ProgramResearch
Clinic Visit
PreRetail Outlet
Retail Experience
Post Retail
Food Experience
Thoughts&
Feelings
Customer Experience
Service Solution
WIC and Retailer Choice
1. Moms will go out of their way for an efficient, WIC-friendly shopping experience.
2. Cereal is a challenging category due to overwhelming aisles when browsing and trying to add up to 36 oz.
3. WIC changes routine grocery shopping behaviors for Moms by limiting choices, sizes, and complicating checkout.
4. Social stigma causes some moms to justify their participation by only using WIC on the months they “really need
40
Insight Summary
WIC and Cereal Choice
1. Emphasizing what’s missing in WIC cereals instead of their benefits, can make moms feel deprived.
2. WIC Moms are hesitant to purchase cereal they fear will go to waste if their family does not enjoy the taste.
3. Kid friendly cereals and cereal that make good finger foods or snacks are highly desirable.
4. WIC Moms have are interested in finding
Now What?
Now What?
Now What?
Now What?
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Solution Share Out
Questions?
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Thank You!