Shopper alken maes ethnography

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Rogil conducted a 360° dregree shopper study to get under the skin of the shopper. Using a mixed method approach of verbal measures, objective measures and ethnography.

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Shopper alken maes ethnography

  1. 1. THE BEER SHOPPER IN THE BREWERY360° SHOPPER APPROACH: ETNOGRAPHY IN COMBINATIONWITH TRADITIONAL RESEARCH TECHNIQUESGeert Laenen - ALKEN MAESWim Hamaekers – ROGIL SENSORY & MARKETING RESEARCH
  2. 2. CONTENT1. INTRODUCTION2. UNCONSCIOUS BEHAVIOR3. CASE ALKEN MAES4. KEY MESSAGES
  3. 3. THE CHALLENGE
  4. 4. ALKEN MAES – THE TURNAROUND OF A CHALLENGER
  5. 5. IN-STORE COM VISION ALKEN-MAESMAXIMALLY USE THE SHOP AS A 360° CHANNEL TO: Offering unique shopper experiencesImplement great challenger actions Maximizing retailer opportunities Which build our brands
  6. 6. INHOUD1. INTRODUCTION2. UNCONSCIOUS BEHAVIOR3. CASE ALKEN MAES4. KEY MESSAGES
  7. 7. PEOPLE MAKE CHOICES RATHERUNCONSCIOUSLY THAN CONSCIOUSLY
  8. 8. 20,000 SKU’S IN BE – 50,000 SKU’S IN USA45 MIN AVERAGE SHOPPING TRIPTHEORETICAL CHANCE TO BE NOTICEDSPLIT SECOND  INTUITIVE DECISIONS
  9. 9. 360° SHOPPER APPROACH OBSERVATION CAMERAS QUALI ACCOMPAGNIED SHOPPING TRIPS EYE TRACKING ENTRY & EXIT INTERVIEWS IN STORE QUALI IN STORE OBSERVATIONS & INTERCEPTSOBSERVATIONS BY INTERVIEWERS SHOPPER SAFARI
  10. 10. EFFECT VAN PRIMINGPRE-REKRUTEREN VS INTERCEPTS
  11. 11. BENJAMIN FRANKLIN ONCE SAID: “ TELL ME AND I’LL FORGET, SHOW ME AND I MIGHT REMEMBER, “ INVOLVE ME AND I’LL UNDERSTAND”
  12. 12. ABOUT ETHNOGRAPHY
  13. 13. SHOPPER SAFARI MET TRADE MARKETING
  14. 14. ERVARING DEELNEMER
  15. 15. INHOUD1. INTRODUCTION2. UNCONSCIOUS BEHAVIOR3. CASE ALKEN MAES4. KEY MESSAGES
  16. 16. 1. BEER SHOPPING EXPERIENCE = NOT ATTRACTIVE
  17. 17. 2. SHELF STRUCTURE IMPACTS BEHAVIOR BEER SHELF IS MOSTLY CHAOTIC - ONLY 6 OUT OF 24 WELL ORGANISED WELL STRUCTURED NON STRUCTURED SHOP HAS A CLEAR STRUCTURE SHOP HAS NO STRUCTURE EVEN CHAOTIC
  18. 18. 3. TIME SPENT – AUTO PILOT SHOPPING PROCESS LAGER BEER SPECIALTY BEER 85% 70% LESS THAN 20 SECONDS LESS THAN 20 SECONDSIN AVERAGE 10-15 METRES BEER SHELF IN AVERAGE 10-15 METRES BEER SHELF
  19. 19. 3. TIME SPENT – AUTO PILOT SHOPPING PROCESS
  20. 20. 4. BEER SHOPPER SEGMENTATION STRAIGHT FORWARD BROWSING DISCOVERY SHOPPER SHOPPER SHOPPER
  21. 21. IN STORECOMMUNICATION
  22. 22. INHOUD1. INTRODUCTION2. UNCONSCIOUS BEHAVIOR3. CASE ALKEN MAES4. KEY MESSAGES
  23. 23. KEY MESSAGES
  24. 24. 1. THINK OUT-OF-THE-BOX MIX WITH ETNOGRAPHY
  25. 25. 2. SHORT SPONTANEOUS INTERVIEW IN THE SHOP OFTEN MORE VALUABLE
  26. 26. 3. MIX ETHNOGRAPHY WITH TRADITIONAL RESEARCH
  27. 27. 4. OBJECTIVE MEASURES TO UNDERSTAND BEHAVIOUR BETTER
  28. 28. 5. INVOLVE YOUR ORGANISATION
  29. 29. 6. AGENCY & CLIENT AS SPARRING PARTNER
  30. 30. CONTACT ROGIL @WIM_ROGIL +32 498 46 06 72 W.HAMAEKERS@ROGIL.EU

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