Popular approach for shopper research and shopper marketing

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Ratera & van Galen has built a strong following with large international clients in implementing shopper research based strategies.

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Popular approach for shopper research and shopper marketing

  1. 1. Ratera & van Galen How to win at Point of Purchase 2011
  2. 2. 2 Ratera & van Galen  Ratera & van Galen (R&G) is an independent market research and retail consultancy firm working for both brand owners and retailers across channels. We specialise into: – Shopper research – Shopper Centric Strategy • Shopper segmentation and missions per retailer • Category growth drivers • Path to growth: – Remove barriers (store layout, shelf layout, right cross merchandising) – Category definition and segmentation – Promotion targeting per shopper segment – POS communication in store impact  R&G originated in London, started in Asia in 1998. Offices: Kuala Lumpur (Malaysia), Naarden (Holland) – Working experience: France, Netherlands, Portugal, Spain, Switzerland, Turkey and China, Dubai, Indonesia, Korea, Malaysia, Philippines, Taiwan and Thailand
  3. 3. 3 Ratera & van Galen: The shopper research specialist This book provides practical advice about shopper needs; retail environments; shopper trends; shopper marketing strategies; retailing relationships; and effective packaging. With contributions from: Paco Underhill Brian Harris Herb Sorensen Toon van Galen (Ratera & van Galen)
  4. 4. Clients Ratera & van Galen FMCG & related Banking Automotive p PEERLESSPEERLESSp
  5. 5. Clients and partners HM / SM C-Store/ mini markets Sunshine Pharmacies Traditional trade/ sari sari, Chinese Medical Hall, on premise outlets * Not direct clients: working experience with those retailers * * ** * * * * * * * * * ** * * * *Shedanvie * * * * ** Other channels* * *
  6. 6. Shopper Marketing strategy
  7. 7. 7 Find and select key shopper segments and missions
  8. 8. Category Growth Drivers
  9. 9. 9 Premiumization Category growth drivers concept System usage Recruiting young users Recruiting male users Source: Ratera & van Galen
  10. 10. 10 Build brand presence around category growth drivers Double the amount of users between 15 and 20 years old Source: Ratera & van Galen
  11. 11. Path to Growth: remove the barriers using Shopper Research
  12. 12. 12 POP tracking Recommended POS ad for each part in path of purchase OUTSIDE STORE Out of Sight Out of Category Zone 80% store budget is spent here 75% POS recall is near shelf
  13. 13. 13 100% & above- passing 90% - 99% 60% - 69% 20% - 29% 50% - 59% 10% - 19% 80% - 89% 40% - 49% 9% - 0% 70% - 79% 30% - 39% % Passing Shopper’s path in small store: new location increases the impact
  14. 14. 14 Eye tracking: budget better spent on wobbler or price sticker?
  15. 15. 15 Virtual shelf test
  16. 16. 16 We track POS communication We film shopping behaviour We analyze traffic flows We measure space & number of sku’s We analyze scan data Virtual shelf testing Eye tracking Focus groups We observe browsing behaviour prior to purchase We interview customers at point of decision Some of our methodologies Loyalty card solutions Optimize product and assortment We identify hot & dead spots in the store and in the shelf Retailer interviews We follow shoppers from the beginning to the end of their shopping trip

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