Retail & Shopper Insights20 juni 2007

Why

• Fragmentation of traditional media and growing influence of new media

One thing for sure: contact at POS / POC

• Consumers are more selective

• Have to use a large number of different contacts to reach the consumer

In-store marketing

Brand Equity

Retail

Strategy

Purchasingbehaviour

The 4 specialist areas in Retail & Shopper Insights

De shopper journey

Brand Equity Pre-Disposition

Brand Equity

Pre-Disposition

Transaction Seals Purchase decision

Transaction Seals Purchase decision

Shopper type

Type of occasion

State of mind

Channel choice

Pre-planning

Retailer choice

Retailer experience

Store layout

Store dynamics

Store atmosphere

Shopping style

Shopping basket

Shopping route

Shelf layout

Signage

Promotions

Pack standout

PRE-STORE

STORE

P.O.P.

Pack communication

In-store advertising

Propensity to purchase can potentially be

impacted at each stage of journey

Propensity to purchase can potentially be

impacted at each stage of journey

Consumption experience feeds back

into brand equity

Consumption experience feeds back

into brand equity

Programma

TNS NIPO

Hette Spoelstra

juni 2007

14.10 Global retail trends

Tom Rubel

14.40 The shopper journey

Pat McCann

15.00 Merk & Marktfactoren

David Schat

Pauze

15.45 Shopper Insights

Herb Sorensen

17.00 Borrel