Outline of the research is below.
Does Charity Involvement Affect Where Consumers Shop?
Does a Retailers Charitable Involvement Affect Where You Shop?
How Does That Influence Change by Age of Consumer?
Consumer Awareness of Company Charitable Involvement
How Familiar Are You with the Charitable Involvement of Your Favorite Stores?
What Is the Impact at the Product Level?
Does Charity Have an Effect on Branding Decisions?
Toms Shoes An Example
Have You Ever Bought Toms Shoes?
How Many Pairs of Toms Shoes Have You Purchased?
How was the study conducted
It was via social media of Twitter and Facebook, spread through the Hoops of Hope fan list and then going from there.
What are the strengths and weaknesses of the study?
The strengths are in the conclusions. There is some really profound data here with terrific opportunities for retailers in an era where wallet share is paramount. This is specifically true for those who have private label products with higher margins. There is a very strong economic opportunity by tying private label products to charitable contributions that consumers identify with.
Limitations of the study are that this was spread by social media and started with a charity’s fan base, so the sample is likely more charity-focused than the overall general public. It is also skewed a little younger than the overall population. That being said, there is some really good data on those under the age of 35 and there is a real opportunity to connect with the consumers in this age demographic through charity.
How should we use this study?
As a start to investigate further and test it out by trying it with a few products or through some campaigns with organizations like the Retail Orphan Initiative (www.retailroi.org), Hoops of Hope (www.hoopsofhope.org), or others through KidsCause or others. The key is to make sure the charity chosen is one that your consumers would connect with and something that you would be willing to be matched with in the consumer’s minds for a long time.
For more information, please feel free to contact us.
This product is free and can be distributed liberally or reposted. The boilerplate License and Fair Use Agreement below does not apply to this research study.
IHL Group License and Fair Use Agreement
All of IHL Group’s generally available research are electronic licenses and can be shared freely within the purchasing organization and wholly owned subsidiaries. We only ask that this information not be shared with partners or others outside the purchasing company without authorization from IHL Group. The license does not extend to joint ventures or other partnerships. If the relationship is not a wholly-owned subsidiary, then both parties would need a license.
Practically, this implies the following:
- The purchasing company can use the data and research worldwide internally as long as the international organizations are wholly owned subsidiaries of the purchasing company.
- The data or any research cannot be distributed in whole or in part to partners or customers without express written approval from IHL Group.
- The purchasing company may quote components of the data (limited use) in presentations to customers such as specific charts. This is limited to percentage components, not individual unit information. Unit data cannot be shared externally without express written approval from IHL Group. All references to the data in presentations should include credit to IHL Group for the data.
- The purchasing company can reference qualitative quotes in printed material with written approval from IHL Group.
- All requests requiring written approval should be submitted to ihl(at)ihlservices.com and will be reviewed within one business day.
For any questions regarding this policy, please contact us at 1-888-IHL-6777 (North America) +1.615.591.2955 (International) or email us at ihl(at)ihlservices.com.