Insight Fuelled Shopper Marketing - Engage Shopper Marketing
Strategir shopper doc_pwp
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Transcript of Strategir shopper doc_pwp
Integrating Consumer and Shopper
SHOPPER INSIGHTTo better manage
categories andpoints of sales
As a starter…
The two moments of truth
The two moments of truth: first, when they buy the product and the
second, when they use it
Brand or trade?
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Stratégir, a growing, independent, international, market research group
Stratégir France
Stratégir GmbH
Stratégir UK
StratégirWisdomAsia
Stratégir Retail
FMCG
RETA
IL
+ =SHOPPER Department
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Shopper Department : the story of a meeting…
FMCG and Retail…
…Consumer and shopper
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Cross points of view …
…to improve the relevance of the results
With a strong belief
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Ingrid BarthodManaging Director Retail
Agathe CouvreurGroup Manager Shopper
Shopper insight Managers
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• Since 2002
• 30 categories : groceries (savoury & sweet), dairy products, drinks, personal care, home care, pet food, cultural & leisure goods, etc…
The Strategir shopper expertise
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Today’s objectives : share with you …
Our key beliefs about Shopper research …
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RETAILERS
SHOPPERS
MANUFACTURERS
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Answer the expectations of 3
stakeholders
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Understanding
shoppers’
expectations
RETAILERSMANUFACTURERS
SHOPPERS
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To start with…
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Like us,products have two
lives!
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A public life
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A private life
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To succeed in bothlives
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It is the same for consumer goods
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Talking to the shopper
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Talking to the consumer
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A life in shelf talking to the shopper
To be seenTo be recognizedTo be competitive
A life out of the shelf talking to the consumer
To seduceTo tell a storyTo convey a positioning
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To think like a shopper,
a key concept : the decision tree
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Motivations Barriers
Let’s go back to marketing theory !
A purchase behaviour is the resolution of a state of conflict between purchasing barriers and motivations.
Reduce the barriers
Strengthen the motivations
From a RETAIL perspective : WHERE ?
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What leads the shopper to buy my
product ?
What leads the shopper to visit the category ?
From a SHOPPER perspective : WHY ? WHAT ?
... Then what happens in front the shelf ?
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Does the shelf convey consumers’expectations and planned
consumption ?
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Think like
the
RetailersSHOPPERS
RETAILERSMANUFACTURERS
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Consider shopper research from a Trade Marketing cooperation
perspective
Let retailers express their expert vision on shopper profile and
expectations
…As they have a day to day
contact with the shoppers
To get both retailers and internal teams
involved
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What are Retailers’ expectations
•They want you to demonstrate that the category is going to benefit from the planned actions.
•They want you to take into consideration the merchandising constraints.
• They want to get from you a relevant and operational recommendation, easy to seize and to implement, in which key ideas are ideally illustrated with pictures or video.
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Understanding
your
expectations
RETAILERSMANUFACTURERS
SHOPPERS
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Your issues
•To demonstrate that your brands are going to benefit from the planned actions, and ideally gain market share.
•To create a multi-disciplinary project team (catman, merchandising, sales, research, marketing, etc.) with shared objectives. This team will take over the results and translate them into action plans.
•To help you concentrate on strategic issues by relying on a well-experienced agency, that will bring value to the research and take in charge all the logistics.
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Our key belief
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Kick-off meetingwith the project team
(Catman, merchandising, sales, key account managers…)
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Final workshopand project management
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Our key beliefsto successfully conduct
shopper research
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Integrate Shopper, Consumer and Retail in Shopper Research
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Ad hoc methods based on research objectives and specific
questions to be adressed
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Integrate Qual’ and Quant’ in Shopper Research
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Data collectionboth in situ and out of store
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Qualitative immersion
• Participative observations
• Masked interactive observations
Qualitative exploration
• Focus groups
• Expert interviews
Quantitativeimmersion
• In store observations and interviews
Quantitative assessment
• Consumer interviews
• On line / off line
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Shopper Data Base
40 indicators for both Supermarkets and Hypermarkets :
• Performance of the shelf (time spent, % of buyers, conversion rate, …)• Nature of the purchase (number and type of the purchased products,
purchased sub-categories…)• Nature of the category (level of impulse, shopper involvement …)• Attractiveness of the shelf & purchase comfort
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Thank youFor your attention
5 rue Foy - 33 000 Bordeaux – France - Tel +33 (0) 556 00 89 89 www.strategir.com