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Why
use Shopper Insights™?
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POP
research in over 30 product categories |
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Studies
conducted in all major fmcg distribution channels |
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Research
in the UK, Europe and international markets |
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Access
to academic research with leading universities |
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Sponsoring
cutting edge academic studies to uncover new |
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insights |
Investment in brand advertising
can be wasted unless it is combined with relevant marketing to shoppers.
Often millions of pounds of sales are lost when shoppers decide
not to buy your brand.
Shopper Insights™ research
has shown that in major multiple grocery and pharmacy:
- Some categories attract very
little attention from shoppers.
- In others, up to 60% of shoppers
can walk away without buying.
The majority of these lost sales
are due to rectifiable retail factors that are controllable by the
brand owner!
Trends in shopping behaviour
are changing:
- Destination shopping is decreasing,
and switching or repertoire shopping is increasing – around
70% of purchasing decisions are made at the category fixture.
- Unplanned and impulse shopping
is increasing - only around 16% of grocery shoppers use shopping
lists.
- 700 UK stores now control
approximately 50% of fmcg sales.
- Shopping behaviour and attitudes
alter between retailers.
There are major opportunities
to increase your brand sales by improving your in-store performance
through micro-marketing shopper-sensitive initiatives to the individual
stores where your spend will make a difference. These stores and
their shoppers can be identified and targeted! |
| “Why
do consumers say one thing in research groups and do another
at point of purchase?”
“Shoppers are
not consumers – same person but different mindset. The
store environment influences their behaviour.”
“Observation of
shopping behaviour and interviews at the fixture is the most
reliable way of gaining insights.”
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