Identifying Shopper Insights
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Transcript of Identifying Shopper Insights
The Way of Shopper Marketing Classified - Internal use1
Identifying Shopper Insights
Efrain Rosario- Global Director – Shopper Marketing, Commercial Leadership
Introduction to Shopper Insights
SHELF-SAVVY TOOLS
Tools and resources A suite of global tools exists to identify shopper insights.
High Frequency
Retail Audit Household Panel Brand BeverageBarometer (B )
3
Advanced Analytics
Moderate Frequency
Shop Alongs Point of Purchasematerial testing
Price Elasticity Studies
Low Frequency
MOTOR SONARConsumer Beverage Landscape (CBL)
Customer Transaction & Loyalty Card Data
Primary Research
Secondary Research
HOW Shopper Insights
Each tool addresses core questions.
HOW
Attitudes:
What brands do you prefer? 4 4 4Shopper’s lifestage and lifestyle factors? 4 4 4 4Preparation:
What type of pre-planning? 4 44
4 44How do shoppers decide which store?
Shopping Patterns:
What mission is the shopper on? 444
4How do they navigate the store and time spent? 4
4Is the shopper alone or with others? 4Decision Making:
What are they buying? 4 4 4 44
4 4 44Are they buying on impulse or planned?
How price elastic? 4 4 4What are drivers and barriers for beverages? 4 4 4Consumption:
Who are they shopping for and which occasions? 44
4 44Who is consuming and how? 4
Evaluation:
Will the shopper repeat purchase? 4 4 4
Retail Audit
Pre-
Shop
Durin
g-Sh
opPo
st-S
hop
HHPanel
POS/Loyalty
B3 Shop Along
Pricing Motor Sonar CBL
Shopper Insights
Global Insight Shopper Tools
HOW
SONAR 2.0Shopper Opportunity NeedsAttitude Research
WhatA shopper landscape study that allows us to understand shopping occasions and shoppers across multiple channels—who, what, when, where, why and how they shop
Provides insight into how shoppers use different channels to meet different needs
Provides customer understanding: shopper profiles,strengths and weaknesses, and PITA drivers
OutputShopping missions by shopper profilesRevenue and opportunity maps for channels by shopping missions
Channel and customer profilesCross-category shopping patterns and cross-channel shopping behaviors
Channel/customer imagery
Shopper Insights
Customer Transactional and Loyalty Card DataWhat
Secondary data analysis of existing purchase records
Provides understanding of price and promotion
elasticities,assortment optimization and impact of in-store cross-merchandising
Offers identification of most valuable shoppers and trackstheir behavior
OutputPurchase behavior understanding and shopping decision hierarchy
Adjacencies and basket-level analysis, assortment optimization
Loyalty analytics
Moment of Truth Opportunity ResearchWhat
Detailed within-channel study
Provides understanding of in-store shopper behavior and interaction
Offers insight into impact of merchandising and in-store activation on beverage choice, within a channel
Provides retailer satisfaction with TCCC System
OutputOBPPC architecture understanding based on consumption occasions
Learnings to develop/validate channel level picture of
success Customer collaboration workshops based on
shopperprofiles, shopping missions and shopping behavior
HOW Shopper Insights
Retail Audit (Scan Audit)What
Panel of stores/scanned universe of stores that represent volume off-take of the store universe covered on an ongoing basis
May include information on additional measures like distribution, stock inventory, select point of sale material, other store characteristics
OutputMarket tracking (category performance) and monitoring key business metrics such as volume/value share, distribution, etc.
Market structure (category/brand/pack at geography/ channel level)
Identifies leading indicators (forward share, SOVI, etc.)and tracks key business performance
Shop-Alongs
WhatShopper immersions to see in-store shopping behavior
Offers a mock shopping trip to compare expected
actionswith actual shoppers
Provides interviews with shoppers to ask questions along their shopping journey
OutputFirst-hand qualitative insights that add color and texture to understanding why shoppers do what they do
Used to gather insights or immersion for employees and customers to take off business hat and slide into shopper’s shoes
HOW Shopper Insights
Household Panel (and Home Scan)What
A study that monitors the household purchases of a sample panel which represents the household universe of a given geography
Measurement may be based on “diary” of purchases or items scanned at home after purchase
OutputProvides an ability to track PITA
Offers understanding of closure rate and purchase
frequency Indicates loyalty of shoppers to brands and
retailers
Provides insight into shoppers’ switching behavior
Point of Purchase Materials Pre-TestingWhat
Offers understanding of the interaction of different elements for point of purchase materials
Provides evaluation of different point of purchase materials on how materials “break through the clutter” and drive purchase interest
OutputOffers an optimal combination of point of purchase materialsfor specific brands within an occasion and channel (i.e. what key visual, background and message are the best combination)
Determines which point of purchase materials drive the highest purchase interest
HOW Shopper Insights
Advanced Analytics
WhatBased on secondary analysis of Retail Audit/Household Panel/Scanned Sales Data
Enables interrogation of data at store/customer/basket
level
Used for store-level modeling and opportunity identification
OutputOpportunity identification and market prioritization
Assortment optimization
Share among handlers, price compliance reports, etc.
Pricing Research
WhatUnderstand price elasticities of various brands and packs
Understand trade-offs that shoppers make between
packs,brands and price
Can be based on secondary data (purchase records or stores/households) and/or from primary survey using different pricing research techniques (conjoint, price sensitivity measure, etc.)
OutputPrice elasticity—by brand, pack,
channel Pricing strategy (OBPPC
strategy) Promotion and price
effectiveness
Volume decomposition (baseline vs. pricing/promotion driven)
HOW Shopper Insights
Before investing in Shopper Insights tools, consider capabilities and resources.
HOW
Research Dollars How big is your market’s overall research budget?Ensure that shopper research is given appropriate consideration within the marketing mix
Access to Analytic Resources
Do you have internal resources that can interpret the research?Do you have access to a third party analytic resource?Do available resources have the required skill to interpret the research?
Market Capability Research dollars Access to analytic
resources
Shopper Insights
Some tools are considerably easier to use and less expensive.Contact your local Marketing Strategy & Insight resource to determine the appropriate methodology for your business issue and get additional information on timing and cost.
HOW
Anal
ytic
Re
sour
ces
Research Costs
• POS/ loyalty
High
LowLow High
• Conjoint• Sonar
• POPM• HH Panel
• Shop-Alongs
• Retail/Scan
Shopper Insights