Understanding shopper behaviour is crucial. The insights it provides can help you to improve the effectiveness of your in-store activities, increase sales, save money and gain a competitive advantage.
IRI now offers two distinct services through its Shopper Insights programme: cross-category research and ad hoc research. Both are geared to improving understanding of the shopper and its relationship with your category.
How shopper insights can help you
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SAVE MONEY
Discover the extent to which categories are influenced by in-store materials. For example, if 75% of shoppers have already decided which brand they will buy before entering the store, the effect of spending money on shelf barkers is likely to be limited.
Practical applications of the cross-category information include trade presentations, supporting evidence to assist in brand planning, highlighting key unknowns such as purchase decisions when your product is out of stock and adding to your category management or planning activities.
The research is conducted by observing and interviewing 250 shoppers at the point of purchase to establish measures such as time spent at fixture. Shoppers will be asked 30 questions to quantify their purchasing behaviour in-store. These results are syndicated - any manufacturer purchasing one category will also receive data on all of the other categories included in the study at no additional fee. Categories to be included will be defined by manufacturers, at whatever level you decide. Examples of the 30 questions are below.
Optimise in-store marketing by understanding the shopper
How often do shoppers visit this category?
How often do shoppers purchase from this category?
Target point of sale materials according to the type of shopper
Is the product a planned purchase?
Are the purchases decided in front of the fixture?
Convert browsers to buyers by understanding shopper behaviour
How long is spent at the shelf?
What is the conversion rate between interaction and purchasing?
Implement effective promotional strategies by establishing shopper decision trees
When the purchase decision has been predetermined, what are the reasons for this?
Do promotions have an impact?
Establish how to target in-store marketing by understanding the audience
How old is the shopper?
As this research is syndicated, the cost is low compared to that of an ad hoc study. Research will begin in September with results delivered in November. The deadline is the end of August.
Ad hoc research
Larger, more complex studies can also be undertaken and tailored to meet your requirements. These can be run continuously over a period of weeks and can be supplemented and evaluated by IRI's scanning data at individual store level - a significant USP over other shopper research agencies.
For more information please contact:
Clara Barrington
E-mail: clara.barrington@infores.com
Phone: +44 (0)1344 747943