Shopper insight is where true shopper marketing begins — not just understanding how a shopper navigates your category, but why.
Our shopper marketing solutions have been built in-house using best practices that don’t generate reams of useless data. Instead, we help clients and retailers uncover shopper insight in-store, out of store, or both. Depending on the assignment, we can target specific problems with one or more of 7 methodological approaches, including:
We apply our research based on a combination of up to three intersecting shopper areas: behaviour, trip type, and pre-shop touch points.
Research proves that the main reasons why people purchase spontaneously include special price, request from child, recommendations from family members, and relevant promotional offers. We know some product purchases are highly planned in advance (such as baby products), while some are made ‘on the spot’ (such as confection).
When shoppers plan to make a purchase, they typically know which brand they will buy. In terms of loyalty, it has been repeatedly proven that shoppers are generally known to switch between a few brands on a regular basis, depending on a number of behavioural factors. Brands, therefore, have the ability to attract competitive shops based on understanding and influencing these behaviours — prior to, or during the shop itself.
How shoppers interact with the store environment is also critical. We can help answer questions like: How easy is it for a shopper to find us on the shelf? How easy is it to navigate the section? Is the display in the right space in the store to influence the percentage of people we know will buy? Does this planogram hinder the shopping experience? Does this promotion help or hinder the path to purchase?
Research has proven that shopping patterns by trip type and category are incredibly individualized, as shoppers optimize their shopping experience even at the banner level! Identifying the common need states and applying targeted touchpoint overlays has proven massively effective. We can discern the most effective pre-shop touchpoints for you, weeding out the ones that generate just awareness, and focusing on the ones generating both awareness and purchase intent. These may include: