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Types of shopper research (selected, not exhaustive) Diagnostic „Start from scratch‟ understanding, answering the fundamental questions when you want to know how a category, channel or store works Specific To a specific brief, eg. • Range optimisation, pack assessments, portfolio gaps • Space & layout concept evaluations • Category & shopper segmentation • Changing specific aspects of in store execution • Store trials research support Pricing & Promotion • Choice models • Conjoints • Brand/ price/ product trade offs • Elasticities • Promotion mechanics assessments 174 © ShopAbility 2010
Claimed vs Actual behaviour: Most holistic when combine both Claimed: Actual: • Perceptions & attitudes • How they make decisions • Why they behaved that way • Spend • Frequency • Trip type • Who buying for • Purchase occasion • Intended vs actual purchase Eg: Accompanied Shops Intercept & exit interviews Online surveys • W<strong>here</strong> they go (navigation) • How many go w<strong>here</strong> (traffic) • How long they take (duration) • What they do (interactions – browse vs buy) • Who they are (gender, age) Eg: Observations Shopper shadowing Video capture Exploratory = soft measures, Evaluation = hard measures. 175 © ShopAbility 2010
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Contents Day One 1. Integrating con
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But first, share your „homework
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The US view: similar „suspects‟
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Top 10 Australian best practice SM
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1. Integrating consumer, shopper an
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Introducing Key Retail Objectives
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IPI: Inter Purchase Interval The ti
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Basket Size How many items are in e
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AWOP: Average Weight of Purchase Re
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Which Retail Objectives do these ta
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What about this one? Palmolive Wint
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Introducing the 5-Way Multiple Freq
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Implications for Promotions The ret
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POP Quiz: Match the promo mechanic
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Marketing goals vs shopper & retail
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Exercise: Integrating shopper into
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Module 2: Content Coverage What is
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The story of Cat Man is part of the
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Retailing was evolving rapidly in t
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How could these increasingly domina
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In Europe, ECR identified four pill
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Nielsen refined this to 5 steps in
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Meanwhile, ECR has moved on: Demand
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8 step process revisited: Definitio
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Current Category Management Scope (
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We‟re going to cover both. Catego
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Brian Harris, „father of CatMan
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Shopper Marketing: some definitions
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Shopper Marketing status Key Takeou
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When does a consumer become a shopp
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Shopper Marketing Technologies are
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New technology uses in bricks and m
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Instore, there is interest in dynam
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Shopper Marketing Activity Types: B
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Different vehicles play different r
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Different vehicles different roles:
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Other types of vehicle selection co
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Exercise: Understanding Shopper Mar
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Module 3: Content Coverage The Shop
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While Instore P2P: different roles
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Path to Purchase: what shoppers lik
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The „first moment of truth‟ is
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Or the GFK Interscope „Web‟ 86
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Roles along whatever the „P2P‟
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Some examples: Prestore and instore
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Masterchef Australia: Coles Sponsor
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Exercise: Shopper Cycle and Dynamic
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Module 4: Content Coverage Touchpoi
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Range Ranging Strategy asks and sol
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Reach 1 5 9 13 17 21 25 29 33 37 41
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Space Management: Principles, Defin
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Primary vs secondary locations Prim
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Understand the whole store: POP str
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Prioritising points of engagement B
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What works for DVD category? What d
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Price and purchase decision hierarc
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Promotion objectives: what is the r
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Persuasion (store staff) Persuasion
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Combining instore drivers and out o
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Case Study: Target Super Valen Bowl
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Case Study: OfficeMax In Place Syst
Page 124 and 125: Instore POS to suit the retailer 12
Page 126 and 127: And with on-pack stickers 126
Page 128 and 129: Coca-Cola „360‟ activations of
Page 130 and 131: Kraft occasion based instore and ou
Page 132 and 133: Executed out of store and instore 1
Page 134 and 135: Uncle Tobys/Woolworths campaign:
Page 136 and 137: Coles Oats Season 2011 • Situatio
Page 138 and 139: Exercise: Touchpoint Messaging and
Page 140 and 141: 5. Shopper Behaviour Fundamentals S
Page 142 and 143: Core shopper behaviours: The 5Ws +
Page 144 and 145: Hows : some key concepts • Traffi
Page 146 and 147: Not one-size-fits-all for a categor
Page 148 and 149: Typical Xmas gift purchase decision
Page 150 and 151: Home entertainment category: Shoppe
Page 152 and 153: How can you apply a purchase decisi
Page 154 and 155: Shopper „types‟ - a number of l
Page 156 and 157: Grocery shopper Who: Not just „MG
Page 158 and 159: Linking Consumer & Shopper Consumer
Page 160 and 161: Whys: Occasions = cross category ma
Page 162 and 163: International: SuperValu Holiday Jo
Page 164 and 165: Trip types vary by channel: Market
Page 166 and 167: Let‟s discuss some examples Occas
Page 168 and 169: Exercise #2: Shopper Behaviour Fund
Page 170 and 171: Module 6: Content Coverage Shopper
Page 172 and 173: Most powerful when data sources are
Page 176 and 177: Methodology Scope : Tailored, not o
Page 178 and 179: Instore marketing research: Two lev
Page 180 and 181: Need for channel and retailer speci
Page 182 and 183: Shopper Research Applications (1) T
Page 184 and 185: Insight or merely Information? •
Page 186 and 187: Complete the above. Exercise: Deter
Page 188 and 189: Shopper Research case studies
Page 190 and 191: Case Study: Home Entertainment Shop
Page 192 and 193: Case Study: Household Cleaning Port
Page 194 and 195: Case Study: POS execution in Cafes
Page 196 and 197: Case study: Impulse alcohol RTD - T
Page 198 and 199: Least Category shopper typology: Of
Page 200 and 201: Shopper segment quantification Segm
Page 202 and 203: Occasions vs trip types (missions)
Page 204 and 205: Retailer perceptions: Store, catego
Page 206 and 207: Quantified behaviours (eg Frequency
Page 208 and 209: Observations: Traffic hotspots COOL
Page 210 and 211: In-store influences on Purchase Ins
Page 212 and 213: 212 Insight to application examples
Page 214 and 215: Some international activations base
Page 216 and 217: Exercise: Build a Shopper Insights
Page 218 and 219: Module 7: Content Coverage Measurem
Page 220 and 221: Activity effectiveness ratings: SM
Page 222 and 223: Measure types: Retailer business me
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Measurement types: Tangible vs Inta
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Measure Types: POP drivers (2) Pric
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Determine what your promotion/activ
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Outputs: what we did • Execution
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Outcomes What difference did the pr
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Building Better Measurement: Booz 2
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8. Integrating Shopper Marketing Se
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Setting up for success Shopper Mark
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SM as Strategic Capability: Booz 20
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Investment matrix: advertising and
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And a final word ... Learnings to D
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247 APPENDICES
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Glossary of Common Terms: F-N Term
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References PRIMARY REFERENCES • B
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New and emerging instore marketing
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