Stratégir is a market research group that has specialized in shopper insights since 2002 across 30 retail categories. They believe shopper research should integrate the perspectives of consumers, shoppers, and retailers to better understand purchase motivations and barriers. Stratégir's approach involves qualitative and quantitative primary research with shoppers both in-store and out-of-store. They aim to provide manufacturers and retailers with actionable recommendations grounded in shopper behavior to strengthen brands and sales.

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
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6. Shopper Department : the story of a
meeting…
FMCG and Retail…
…Consumer and shopper
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7. With a strong belief
Cross points of view …
…to improve the relevance of the results
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8. Ingrid Barthod Agathe Couvreur
Managing Director Retail Group Manager Shopper
Shopper insight Managers
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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…
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10. Today’s objectives : share with you …
Our key beliefs about
Shopper research …
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11. 11

12. SHOPPERS
MANUFACTURERS RETAILERS
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13. Answer the
expectations of 3
stakeholders
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14. 1
1
Understanding
shoppers’
SHOPPERS
expectations
MANUFACTURERS RETAILERS
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15. To start with…
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16. Like us,
products have two
lives!
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17. A public life
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18. A private life
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19. To succeed in both
lives
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20. It is the same for
consumer goods
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21. Talking to the
shopper
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22. Talking to the
consumer
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23. A life in shelf A life out of the shelf
talking 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
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24. To think like a shopper,
a key concept : the decision tree
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25. Let’s go back to marketing theory !
A purchase behaviour is the resolution of a state of
conflict between purchasing barriers and motivations.
Motivations Barriers
Strengthen Reduce
the motivations the barriers
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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 ?
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28. ... Then what happens in front the shelf ?

29. Does the shelf convey consumers’
expectations and planned
consumption ?
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30. 2
2
Think like
the
SHOPPERS Retailers
MANUFACTURERS RETAILERS
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31. Consider shopper research from a
Trade Marketing cooperation
perspective

32. Let retailers express
their expert vision on
shopper profile and
expectations

33. …As they have a day to
day
contact 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.
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36. 3
3
Understanding
your
SHOPPERS
expectations
MANUFACTURERS RETAILERS
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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.
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38. Our key belief
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39. Kick-off meeting
with the project team
(Catman, merchandising, sales, key account
managers…)
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40. Final workshop
and project management
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41. Our key beliefs
to successfully conduct
shopper research
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42. Integrate Shopper, Consumer
and Retail in Shopper Research
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43. Ad hoc methods based on
research objectives and specific
questions to be adressed
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44. Integrate Qual’ and Quant’ in
Shopper Research
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45. Data collection
both in situ and out of store
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46. Qualitative Qualitative
immersion exploration
• Participative
observations • Focus groups
• Masked interactive • Expert interviews
observations
Quantitative Quantitative
immersion assessment
• In store observations
and interviews • Consumer interviews
• On line / off line
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47. 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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48. Thank you
For your attention
5 rue Foy - 33 000 Bordeaux – France - Tel +33 (0) 556 00 89 89 www.strategir.com
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