Integrating Consumer    and Shopper                       SHOPPER INSIGHT                        To better manage         ...
As a starter…
The two moments of truth          The two moments of truth:   first, when they buy the product and the            second, ...
Brand or trade?
Stratégir, a growing, independent,international, market research group RETAIL                                  Stratégir R...
Shopper Department : the story of ameeting…FMCG and Retail…                       …Consumer and shopper                   ...
With a strong belief            Cross points of view …     …to improve the relevance of the results                       7
Ingrid Barthod             Agathe CouvreurManaging Director Retail   Group Manager Shopper             Shopper insight Man...
The Strategir shopper expertise  • Since 2002  • 30 categories : groceries (savoury &    sweet), dairy products, drinks,  ...
Today’s objectives : share with you … Our key beliefs about Shopper research …                         10
11
SHOPPERSMANUFACTURERS         RETAILERS                12
Answer theexpectations of 3  stakeholders        13
1                                      1                            Understanding                                  shopper...
To start with…       15
Like us,products have two      lives!        16
A public life      17
A private life       18
To succeed in both       lives         19
It is the same forconsumer goods         20
Talking to the   shopper       21
Talking to the  consumer       22
A life in shelf          A life out of the shelftalking to the shopper        talking to the consumer To be seen          ...
To think like a shopper,a key concept : the decision tree                24
Let’s go back to marketing theory ! A purchase behaviour is the resolution of a state ofconflict between purchasing barrie...
From a RETAIL perspective : WHERE ?
From a SHOPPER perspective :WHY ? WHAT ?      What leads the           What leads the      shopper to visit        shopper...
... Then what happens in front the shelf ?
Does the shelf convey consumers’   expectations and planned         consumption ?               29
2                                      2                                 Think like                                    the...
Consider shopper research from a  Trade Marketing cooperation           perspective
Let retailers expresstheir expert vision on shopper profile and     expectations
…As they have a day to          daycontact with the shoppers
To get both retailers and internal teams      involved
What are Retailers’ expectations • They want you to demonstrate that the category is  going to benefit from the planned ac...
3                                      3                            Understanding                                    your ...
Your issues • To demonstrate that your brands are going to benefit  from the planned actions, and ideally gain market  sha...
Our key belief       38
Kick-off meeting   with the project team(Catman, merchandising, sales, key account              managers…)                ...
Final workshopand project management           40
Our key beliefsto successfully conduct   shopper research           41
Integrate Shopper, Consumerand Retail in Shopper Research               42
Ad hoc methods based onresearch objectives and specific   questions to be adressed                43
Integrate Qual’ and Quant’ in     Shopper Research              44
Data collectionboth in situ and out of store              45
Qualitative                  Qualitative     immersion                    exploration  • Participative  observations      ...
Shopper Data Base40 indicators for both Supermarkets and Hypermarkets :  • Performance of the shelf (time spent, % of buye...
Thank you                                         For your attention5 rue Foy - 33 000 Bordeaux – France - Tel +33 (0) 556...
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Strategir shopper doc_pwp

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Strategir shopper doc_pwp

  1. 1. Integrating Consumer and Shopper SHOPPER INSIGHT To better manage categories and points of sales
  2. 2. As a starter…
  3. 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. 4. Brand or trade?
  5. 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. 6. Shopper Department : the story of ameeting…FMCG and Retail… …Consumer and shopper 6
  7. 7. With a strong belief Cross points of view … …to improve the relevance of the results 7
  8. 8. Ingrid Barthod Agathe CouvreurManaging Director Retail Group Manager Shopper Shopper insight Managers 8
  9. 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. 10. Today’s objectives : share with you … Our key beliefs about Shopper research … 10
  11. 11. 11
  12. 12. SHOPPERSMANUFACTURERS RETAILERS 12
  13. 13. Answer theexpectations of 3 stakeholders 13
  14. 14. 1 1 Understanding shoppers’ SHOPPERS expectationsMANUFACTURERS RETAILERS 14
  15. 15. To start with… 15
  16. 16. Like us,products have two lives! 16
  17. 17. A public life 17
  18. 18. A private life 18
  19. 19. To succeed in both lives 19
  20. 20. It is the same forconsumer goods 20
  21. 21. Talking to the shopper 21
  22. 22. Talking to the consumer 22
  23. 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. 24. To think like a shopper,a key concept : the decision tree 24
  25. 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. 26. From a RETAIL perspective : WHERE ?
  27. 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. 28. ... Then what happens in front the shelf ?
  29. 29. Does the shelf convey consumers’ expectations and planned consumption ? 29
  30. 30. 2 2 Think like the SHOPPERS RetailersMANUFACTURERS RETAILERS 30
  31. 31. Consider shopper research from a Trade Marketing cooperation perspective
  32. 32. Let retailers expresstheir expert vision on shopper profile and expectations
  33. 33. …As they have a day to daycontact with the shoppers
  34. 34. To get both retailers and internal teams involved
  35. 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. 36. 3 3 Understanding your SHOPPERS expectationsMANUFACTURERS RETAILERS 36
  37. 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. 38. Our key belief 38
  39. 39. Kick-off meeting with the project team(Catman, merchandising, sales, key account managers…) 39
  40. 40. Final workshopand project management 40
  41. 41. Our key beliefsto successfully conduct shopper research 41
  42. 42. Integrate Shopper, Consumerand Retail in Shopper Research 42
  43. 43. Ad hoc methods based onresearch objectives and specific questions to be adressed 43
  44. 44. Integrate Qual’ and Quant’ in Shopper Research 44
  45. 45. Data collectionboth in situ and out of store 45
  46. 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. 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. 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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