Ratera & van Galen How to win at Point of Purchase

2011

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Ratera & van Galen

Ratera & van Galen (R&G) is an independent market research and retail consultancy firm working for both brand owners and retailers across channels. We specialise into:

– Shopper research– Shopper Centric Strategy

• Shopper segmentation and missions per retailer• Category growth drivers • Path to growth:

– Remove barriers (store layout, shelf layout, right cross merchandising)– Category definition and segmentation– Promotion targeting per shopper segment– POS communication in store impact

R&G originated in London, started in Asia in 1998. Offices: Kuala Lumpur (Malaysia), Naarden (Holland)

– Working experience: France, Netherlands, Portugal, Spain, Switzerland, Turkey and China, Dubai, Indonesia, Korea, Malaysia, Philippines, Taiwan and Thailand

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Ratera & van Galen: The shopper research specialist

This book provides practical advice about shopper needs; retail environments; shopper trends; shopper marketing strategies; retailing relationships; and effective packaging.

With contributions from:Paco UnderhillBrian HarrisHerb SorensenToon van Galen (Ratera & van Galen)

Clients Ratera & van Galen

FMCG &

related

Banking

Automotive

pPEERLESSPEERLESSp

Clients and partners

HM / SM

C-Store/ mini

markets

Sunshine

Pharmacies

Traditional trade/ sari sari, Chinese Medical Hall, on premise outlets

* Not direct clients: working experience with those retailers

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Other channels*

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Shopper Marketing strategy

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Find and select key shopper segments and missions

Category Growth Drivers

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Premiumization

Category growth drivers concept

System usage

Recruitingyoung users

Recruiting male users

Source: Ratera & van Galen

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Build brand presence around category growth drivers

Double the amount of users between 15 and 20 years old

Source: Ratera & van Galen

Path to Growth: remove the barriers usingShopper Research

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POP trackingRecommended POS ad for each part in path of purchase

OUTSIDE STORE

INSIDE STORE

ON SHELF

IN AISLEOut of Sight

Out of Category Zone

In Category Zone

Within Arms Reach

80% store budget is spent here

75% POS recall is

near shelf

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100% & above- passing

90% - 99%

60% - 69% 20% - 29%

50% - 59% 10% - 19%

80% - 89% 40% - 49% 9% - 0%

70% - 79% 30% - 39%

% Passing

Shopper’s path in small store: new location increases the impact

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Eye tracking: budget better spent on wobbler or price sticker?

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Virtual shelf test

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We track POS communication

We film shopping behaviour

We analyze traffic flows

We measure space & number of sku’s

We analyze

scan data

Virtual shelf

testing

Eye tracking

Focus groups

We observe browsing behaviour

prior to purchase

We interview customers at

point of decision

Some of our methodologies

Loyalty card solutions

Optimize product and assortment

We identify hot & dead spots in the store and

in the shelf

Retailer interviews

We follow shoppers from the beginning to the end

of their shopping trip