RESEARCH One category, one set assortment -> 4 different positions in a store
13% to 31% share of category in shopping baskets
By moving category from D -> A sales of the impulse category could be increased by 3x.
Measuring Shopping Paths in a Store
Our unique in-store shopping path research brought us to actionable shopper insights which were directly translated into store activities.
In the increasingly chaotic world of retail, it sometimes gets forgotten.
There is no sale without buy. This is the point where all the retail efforts start and end. It all gets down to the customer – understanding his needs, his choice at the point of sale. The time of the metrics provides new ways of connecting with the customer.
By getting to know the mechanics behind the shopping missions and employing the right metrics, we can open new insights that will help you achieve your goals (whether as a retailer or CPG company).
Our point of sale research projects vary from eye-tracking to measure visual attention (suitable for improvement of displays) to tracking of shopping carts for analyzing shopping missions.
HOW DO WE APPROACH IN-STORE RESEARCH?
We first try to understand your particular need. Then we write a brief proposal. When accepted, we gather a team of trusted specialists, define the objectives and conduct all phases of research.
According to credible research up to 82% of all decisions in store are unplanned. Moreover, what psychologists knew for long, has now been proved with state-of-the-art neuro tools. Almost all our decisions are actually made bellow our consciousness.
In-store research gives brings us to the insights that have usually many directions of influence. For example, understanding the buying triggers in front of the shelf is a valuable source of channel strategy, merchandising strategy, planograms, etc.
behave in stores?
The great technological leap has offered us new ways to measure and analyze patterns of shopper behavior. From Eye-tracking glasses that measure to RFID technology for tracing shopping paths we are embracing it to discover the stuff that has been yet unseen. Yes, research should be a discovery!
ADD VALUE TO YOUR PARTNER
Research might serve as a great springboard for extending cooperation with your partner. If you are a CPG supplier absolutely interested in shopper behavior for your native category, it might be that your partner retailer would really appreciate the research you are willing to conduct.
BIG AND SMALL DATA
While there is a tendency to analyse the big data with the state of the art technological tools, we have by no means forgotten the yet unsurpassed field observation. It is the blending of the big & small data that gives us the unique perspective.
What does that mean? By an electronical device we measure that a woman stopped at the category, took 38 seconds there and put a particular product in the basket (big data registered via devices).
But field observations gives us additional insight. The shopper considered 3 different products, returned them on shelves and decided to take the fourth one because the influencer – a kid of seven years – convinced her to do so (small data collected by observation).
With all the new measurements, carefully planned and smartly executed research might give you a wealth of knowledge that acts as sheer competitive advantage.
In the ocean of Data, there are solid grounds – islands that provide relevant perspectives. Finding them, you get Insights.
Some Insights lead to additional business value. Create a path to a change and you get Actionable Insights.
Data -> Insight -> Actionable Insights
And there’s also Aha! Insights.
Dobavitelji lahko s projekti dodane vrednosti uspešno okrepijo vezi s trgovci. Ključno je prepoznavanje težav trgovcev (pain points) in generiranje podatkovnih uvidov, ki pomagajo razrešiti problem.
(Part of Key Account Management Series, currently in Slovenian language, soon to be translated). Poleg drugih…
Zaradi svojih značilnosti, tudi možnosti standardizacije, je blago široke potrošnje, pardon, FMCG, ravno tista skupina izdelkov, ki jo je informacijska tehnologija posvojila za svojega ljubljenčka. Prakse v domačih in multinacionalnih podjetjih se močno razlikujejo.