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Shopper Insights: Driving trial and repeat purchase. Danielle Pinnington Managing Director. PO Box 435 Harpenden Hertfordshire AL5 2WZ Tel +44 (0)1582 468047 www.shoppercentric.com. Main focus of NPD research. The missing insights.
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Shopper Insights: Driving trial and repeat purchase Danielle PinningtonManaging Director PO Box 435 Harpenden Hertfordshire AL5 2WZ Tel +44 (0)1582 468047 www.shoppercentric.com
“It’s quite depressing really… you’re faced with row upon row of dullness”
Shopping School pick-up Work Understand their habits and target them effectively
of suppliers claimed they receive more requests from retailers to share shopper insights than 2 years ago Shoppercentric research among brand owners 2008
Once launched, the barriers to success are external to your business
Generate concepts Screen concepts Test products Test market mix CONVINCE BUSINESS & CONSUMERS
Distribution 4P planning Commercial proposition CONVINCE RETAILERS
Purchase trigger Standout in-store / on-shelf Reason to believe / buy CONVINCE SHOPPERS
Purchase trigger Standout in-store / on-shelf Reason to believe / buy CONVINCE SHOPPERS
CREATE The role of packaging in the purchase decision
CREATE The retail ‘rules’
SELL IN Targeting shopper missions through channels / formats
SELL IN The retail ‘rules’
SELL OUT Enabling shoppers to act on the desire generated by advertising
SELL OUT Triggering consideration / impulse purchasing
SELL OUT Creating standout
SELL OUT Utilising in-store levers
Shopping is a journey with key touchpoints when behaviour can be changed
High performing Innovators “spend twice as much time as the other companies on Shopper Insights” McKinsey European Marketing Survey
You can change shopper behaviour more quickly than consumer behaviour
You can only change behaviour to your advantage if you understand it first
Thank you www.shoppercentric.com