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Strategir shopper doc_pwp

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Transcript

  • 1. Integrating Consumer and Shopper SHOPPER INSIGHT To better manage categories and points of sales
  • 2. As a starter…
  • 3. The two moments of truth The two moments of truth: first, when they buy the product and the second, when they use it
  • 4. Brand or trade?
  • 5. Stratégir, a growing, independent,international, market research group RETAIL Stratégir Retail + = Stratégir France SHOPPER Department Stratégir GmbH FMCG Stratégir UK Stratégir WisdomAsia 5
  • 6. Shopper Department : the story of ameeting…FMCG and Retail… …Consumer and shopper 6
  • 7. With a strong belief Cross points of view … …to improve the relevance of the results 7
  • 8. Ingrid Barthod Agathe CouvreurManaging Director Retail Group Manager Shopper Shopper insight Managers 8
  • 9. The Strategir shopper expertise • Since 2002 • 30 categories : groceries (savoury & sweet), dairy products, drinks, personal care, home care, pet food, cultural & leisure goods, etc… 9
  • 10. Today’s objectives : share with you … Our key beliefs about Shopper research … 10
  • 11. 11
  • 12. SHOPPERSMANUFACTURERS RETAILERS 12
  • 13. Answer theexpectations of 3 stakeholders 13
  • 14. 1 1 Understanding shoppers’ SHOPPERS expectationsMANUFACTURERS RETAILERS 14
  • 15. To start with… 15
  • 16. Like us,products have two lives! 16
  • 17. A public life 17
  • 18. A private life 18
  • 19. To succeed in both lives 19
  • 20. It is the same forconsumer goods 20
  • 21. Talking to the shopper 21
  • 22. Talking to the consumer 22
  • 23. A life in shelf A life out of the shelftalking to the shopper talking to the consumer To be seen To seduce To be recognized To tell a story To be competitive To convey a positioning 23
  • 24. To think like a shopper,a key concept : the decision tree 24
  • 25. Let’s go back to marketing theory ! A purchase behaviour is the resolution of a state ofconflict between purchasing barriers and motivations. Motivations Barriers Strengthen Reduce the motivations the barriers 25
  • 26. From a RETAIL perspective : WHERE ?
  • 27. From a SHOPPER perspective :WHY ? WHAT ? What leads the What leads the shopper to visit shopper to buy my the category ? product ? 27
  • 28. ... Then what happens in front the shelf ?
  • 29. Does the shelf convey consumers’ expectations and planned consumption ? 29
  • 30. 2 2 Think like the SHOPPERS RetailersMANUFACTURERS RETAILERS 30
  • 31. Consider shopper research from a Trade Marketing cooperation perspective
  • 32. Let retailers expresstheir expert vision on shopper profile and expectations
  • 33. …As they have a day to daycontact with the shoppers
  • 34. To get both retailers and internal teams involved
  • 35. 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. 35
  • 36. 3 3 Understanding your SHOPPERS expectationsMANUFACTURERS RETAILERS 36
  • 37. 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. 37
  • 38. Our key belief 38
  • 39. Kick-off meeting with the project team(Catman, merchandising, sales, key account managers…) 39
  • 40. Final workshopand project management 40
  • 41. Our key beliefsto successfully conduct shopper research 41
  • 42. Integrate Shopper, Consumerand Retail in Shopper Research 42
  • 43. Ad hoc methods based onresearch objectives and specific questions to be adressed 43
  • 44. Integrate Qual’ and Quant’ in Shopper Research 44
  • 45. Data collectionboth in situ and out of store 45
  • 46. Qualitative Qualitative immersion exploration • Participative observations • Focus groups • Masked interactive • Expert interviews observations Quantitative Quantitative immersion assessment• In store observationsand interviews • Consumer interviews • On line / off line 46
  • 47. Shopper Data Base40 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 47
  • 48. Thank you For your attention5 rue Foy - 33 000 Bordeaux – France - Tel +33 (0) 556 00 89 89 www.strategir.com 48

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