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Instore marketing research: Two levels of measures, need both Soft: Hard: • Awareness • Consideration • Appeal/impact • Purchase intent • Preference • Sales • Increased purchase level (claimed and actual) • Behaviours – conversion rates, browse & dwell times • Retail multiple – traffic, frequency, AWOP/transaction size, spend Short-mid term impact Longer term impact Exploratory = soft measures, Evaluation = hard measures. 178
Research methodologies and what they cover Methodology Research Type 5Ws and 5Hs covered Scope (includes, not limited to ...) Qualitative Claimed Accompanied shops and depth interviews Focus groups Instore observations (category specific or whole-of-trip shopper shadowing) Qualitative Claimed Quantitative Actual All 5Ws and 5Hs except How Long – in depth All 5Ws and 5Hs except How Long – in depth Who What When How Long Shopper types and segmentation Likes, frustrations, triggers, barriers, motivations Usage Per Accompanied Shops Gender, approx age, basket type Dwell time at fixture Traffic to browse to buy conversions Instore interviews (intercept or exit) Quantitative Actual and claimed Ws: who, what, why (some), w<strong>here</strong> (some) Hs: how many, how often, how much, hows (some) They buy the product, category, channel, store Degree of planning Biggest influences Trip types and usage occasions Online Surveys Shopper diaries (paper or online) 179 Quantitative Claimed Qual or Quant Claimed (perceptions) Actual (self recorded behaviours) All 5Ws and 5Hs except How Long All 5Ws and 5Hs Per Accompanied Shops, but with numbers put around it Concept testing – layouts, pricing models Per Accompanied Shops
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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
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Instore POS to suit the retailer 12
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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 174 and 175: Types of shopper research (selected
Page 176 and 177: Methodology Scope : Tailored, not o
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
Page 224 and 225: Measurement types: Tangible vs Inta
Page 226 and 227: 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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