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Shopper Insights: Driving trial and repeat purchase

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

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  1. 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

  2. Main focus of NPD research

  3. The missing insights

  4. The store is where a brand succeeds or fails

  5. “It’s quite depressing really… you’re faced with row upon row of dullness”

  6. Shopping School pick-up Work Understand their habits and target them effectively

  7. of suppliers claimed they receive more requests from retailers to share shopper insights than 2 years ago Shoppercentric research among brand owners 2008

  8. Once launched, the barriers to success are external to your business

  9. Generate concepts Screen concepts Test products Test market mix CONVINCE BUSINESS & CONSUMERS

  10. Distribution 4P planning Commercial proposition CONVINCE RETAILERS

  11. Purchase trigger Standout in-store / on-shelf Reason to believe / buy CONVINCE SHOPPERS

  12. Purchase trigger Standout in-store / on-shelf Reason to believe / buy CONVINCE SHOPPERS

  13. CREATE The role of packaging in the purchase decision

  14. CREATE The retail ‘rules’

  15. SELL IN Targeting shopper missions through channels / formats

  16. SELL IN The retail ‘rules’

  17. SELL OUT Enabling shoppers to act on the desire generated by advertising

  18. SELL OUT Triggering consideration / impulse purchasing

  19. SELL OUT Creating standout

  20. SELL OUT Utilising in-store levers

  21. Shopping is a journey with key touchpoints when behaviour can be changed

  22. £1.4billion was spent on POS in 2007 POPAI

  23. The average store has 5461 POS materials on site POPAI

  24. Shopper insight is not rocket science

  25. Shopper Insight does not have to be expensive

  26. High performing Innovators “spend twice as much time as the other companies on Shopper Insights” McKinsey European Marketing Survey

  27. You can change shopper behaviour more quickly than consumer behaviour

  28. You can only change behaviour to your advantage if you understand it first

  29. Thank you www.shoppercentric.com

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