Driving growth from shopper insights

People experience brands across an ever-growing range of touchpoints.  The most successful brands are able to align all the moments that really matter to consumers – from communications to retail touchpoints.

So how do you identify those precise moments along the path to purchase that have the power to influence shoppers and drive sales conversion?

We help you power up your shopper marketing to create impact in the mind and in the market, and deliver extraordinary growth for your brand.

 

Our Shopper research tools:

Influencing shoppers on the path to purchase

Connected Shopper Journey maps the shopper journey from need to purchase and identifies all of the touchpoints that drive purchase decisions, both within the store and outside it.

Activating category growth and influencing shoppers

By distinguishing between the needs of ‘Decided’ and ‘Open’ shoppers, Shopper Decisions informs effective in-store messaging and shelf layout to help you reduce search time, and increase sales.

Testing and identifying winning initiatives to drive sales in-store

Shopper Tester uses full-shelf, virtual reality environments to understand genuine shopper behaviour in-store, and reveal how planned changes to pack, shelf layout or POSM will perform.

How we’ve helped our clients

Taking a bigger scoop of repertoire buyers’ spend

Retail & Shopper, FMCG

The challenge

A premium ice-cream manufacturer sought ways to grow market share by increasing spend amongst their less loyal repertoire buyers.

Our approach

We used an ethnographic approach combining filming, eye-tracking and shopper interviews to help understand the conversion process for the category, and reveal the precise interruptions that would trigger increased sales.

The insight

Previous research had focused the manufacturer’s attention on price, but our ethnographic approach revealed that actual at-fixture decision-making focused on flavour. The client’s flavour variants suffered from low visibility and repertoire buyers tended to miss them.

Impact

A pack redesign to increase visibility of flavour variants, together with improved signage and off-shelf communication, increased sales by almost a third when rolled out across a test region.

Driving impulse purchase through in-aisle insight

Retail & Shopper, FMCG

The challenge

A global confectionary brand wanted to increase sales in convenience stores by helping retailers to attract new buyers.

Our approach

We combined in-store observation with shopper interviews at the aisle to explore how our client could use POS and packaging more effectively to stimulate impulse purchase.

The insight

Most of those that did buy confectionary on impulse had visited the store to buy a beverage. A third of shoppers visiting the confectionary fixture did not buy anything, usually due to too much variety and a misplaced focus on price.

Impact

We recommended locating the confectionary display on the way to the beverage fixture, reducing the number of SKUs to focus on high-volume lines and focusing POS messaging on craving and indulgence. Category sales increased by five per cent in tests, and the measures were rolled out across the store network.