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Shopper Insights: Driving trial and repeat purchase. Danielle Pinnington Managing Director. PO Box 435 Harpenden Hertfordshire AL5 2WZ Tel +44 (0)1582 468047 www.shoppercentric.com. Main focus of NPD research. The missing insights. - PowerPoint PPT Presentation
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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