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Shopper Insights: Driving trial and repeat purchase

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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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Presentation Transcript
slide1

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

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Shopping

School pick-up

Work

Understand their habits and target them effectively

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of suppliers claimed they receive more requests from retailers to share shopper insights than 2 years ago

Shoppercentric research among brand owners 2008

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Generate concepts

Screen concepts

Test products

Test market mix

CONVINCE BUSINESS & CONSUMERS

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Distribution

4P planning

Commercial proposition

CONVINCE RETAILERS

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Purchase trigger

Standout in-store / on-shelf

Reason to believe / buy

CONVINCE SHOPPERS

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Purchase trigger

Standout in-store / on-shelf

Reason to believe / buy

CONVINCE SHOPPERS

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CREATE

The role of packaging in the purchase decision

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CREATE

The retail ‘rules’

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SELL IN

Targeting shopper missions through channels / formats

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SELL IN

The retail ‘rules’

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SELL OUT

Enabling shoppers to act on the desire generated by advertising

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SELL OUT

Triggering consideration / impulse purchasing

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SELL OUT

Creating standout

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SELL OUT

Utilising in-store levers

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High performing Innovators “spend twice as much time as the other companies on Shopper Insights”

McKinsey European Marketing Survey

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Thank you

www.shoppercentric.com

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