Shopper Insights:Driving trial and repeat purchase

Danielle PinningtonManaging Director

PO Box 435 Harpenden Hertfordshire AL5 2WZ Tel +44 (0)1582 468047 www.shoppercentric.com

Main focus of NPD research

The missing insights

The store is where a brand succeeds or fails

“It’s quite depressing really… you’re faced with row upon row of dullness”

Understand their habits and target them effectively

Work

Shopping

School pick-up

of suppliers claimed they receive more requests from

retailers to share shopper insights than 2 years ago

Shoppercentric research among brand owners 2008

Once launched, the barriers to success are external to your

business

Generate conceptsScreen concepts

Test productsTest market mix

CONVINCE BUSINESS & CONSUMERS

Distribution4P planning

Commercial propositionCONVINCE RETAILERS

Purchase triggerStandout in-store / on-shelf

Reason to believe / buyCONVINCE SHOPPERS

Purchase triggerStandout in-store / on-shelf

Reason to believe / buyCONVINCE SHOPPERS

CREATEThe role of packaging in the purchase decision

CREATEThe retail ‘rules’

SELL INTargeting shopper missions through channels / formats

SELL INThe retail ‘rules’

SELL OUTEnabling shoppers to act on the desire generated by advertising

SELL OUTTriggering consideration / impulse purchasing

SELL OUTCreating standout

SELL OUTUtilising in-store levers

Shopping is a journey with key touchpoints when behaviour can be

changed

£1.4billion was spent on POS in 2007

POPAI

The average store has 5461 POS materials on site

POPAI

Shopper insight is not rocket science

Shopper Insight does not have to be expensive

High performing Innovators “spend twice as much time as the other companies on Shopper Insights”

McKinsey European Marketing Survey

You can change shopper behaviour more quickly than consumer

behaviour

You can only change behaviour to your advantage if you understand it

first

www.shoppercentric.com

Thank you