strategir shopper doc_pwp

Integrating Consumer and Shopper

SHOPPER INSIGHTTo better manage

categories andpoints of sales

As a starter…

The two moments of truth

The two moments of truth: first, when they buy the product and the

second, when they use it

Brand or trade?

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Stratégir, a growing, independent, international, market research group

Stratégir France

Stratégir GmbH

Stratégir UK

StratégirWisdomAsia

Stratégir Retail

FMCG

RETA

IL

+ =SHOPPER Department

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Shopper Department : the story of a meeting…

FMCG and Retail…

…Consumer and shopper

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Cross points of view …

…to improve the relevance of the results

With a strong belief

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Ingrid BarthodManaging Director Retail

Agathe CouvreurGroup Manager Shopper

Shopper insight Managers

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• Since 2002

• 30 categories : groceries (savoury & sweet), dairy products, drinks, personal care, home care, pet food, cultural & leisure goods, etc…

The Strategir shopper expertise

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Today’s objectives : share with you …

Our key beliefs about Shopper research …

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RETAILERS

SHOPPERS

MANUFACTURERS

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Answer the expectations of 3

stakeholders

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Understanding

shoppers’

expectations

RETAILERSMANUFACTURERS

SHOPPERS

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To start with…

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Like us,products have two

lives!

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A public life

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A private life

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To succeed in bothlives

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It is the same for consumer goods

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Talking to the shopper

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Talking to the consumer

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A life in shelf talking to the shopper

To be seenTo be recognizedTo be competitive

A life out of the shelf talking to the consumer

To seduceTo tell a storyTo convey a positioning

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To think like a shopper,

a key concept : the decision tree

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Motivations Barriers

Let’s go back to marketing theory !

A purchase behaviour is the resolution of a state of conflict between purchasing barriers and motivations.

Reduce the barriers

Strengthen the motivations

From a RETAIL perspective : WHERE ?

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What leads the shopper to buy my

product ?

What leads the shopper to visit the category ?

From a SHOPPER perspective : WHY ? WHAT ?

... Then what happens in front the shelf ?

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Does the shelf convey consumers’expectations and planned

consumption ?

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Think like

the

RetailersSHOPPERS

RETAILERSMANUFACTURERS

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Consider shopper research from a Trade Marketing cooperation

perspective

Let retailers express their expert vision on shopper profile and

expectations

…As they have a day to day

contact with the shoppers

To get both retailers and internal teams

involved

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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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Understanding

your

expectations

RETAILERSMANUFACTURERS

SHOPPERS

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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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Our key belief

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Kick-off meetingwith the project team

(Catman, merchandising, sales, key account managers…)

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Final workshopand project management

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Our key beliefsto successfully conduct

shopper research

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Integrate Shopper, Consumer and Retail in Shopper Research

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Ad hoc methods based on research objectives and specific

questions to be adressed

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Integrate Qual’ and Quant’ in Shopper Research

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Data collectionboth in situ and out of store

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Qualitative immersion

• Participative observations

• Masked interactive observations

Qualitative exploration

• Focus groups

• Expert interviews

Quantitativeimmersion

• In store observations and interviews

Quantitative assessment

• Consumer interviews

• On line / off line

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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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Thank youFor your attention

5 rue Foy - 33 000 Bordeaux – France - Tel +33 (0) 556 00 89 89 www.strategir.com