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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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Shopper Insights: Driving trial and repeat purchase

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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


Main focus of NPD research


The missing insights


The store is where a brand succeeds or fails


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


Shopping

School pick-up

Work

Understand their habits and target them effectively


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

Shoppercentric research among brand owners 2008


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


Generate concepts

Screen concepts

Test products

Test market mix

CONVINCE BUSINESS & CONSUMERS


Distribution

4P planning

Commercial proposition

CONVINCE RETAILERS


Purchase trigger

Standout in-store / on-shelf

Reason to believe / buy

CONVINCE SHOPPERS


Purchase trigger

Standout in-store / on-shelf

Reason to believe / buy

CONVINCE SHOPPERS


CREATE

The role of packaging in the purchase decision


CREATE

The retail ‘rules’


SELL IN

Targeting shopper missions through channels / formats


SELL IN

The retail ‘rules’


SELL OUT

Enabling shoppers to act on the desire generated by advertising


SELL OUT

Triggering consideration / impulse purchasing


SELL OUT

Creating standout


SELL OUT

Utilising in-store levers


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


£1.4billion was spent on POS in 2007

POPAI


The average store has 5461 POS materials on site

POPAI


Shopper insight is not rocket science


Shopper Insight does not have to be expensive


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

McKinsey European Marketing Survey


You can change shopper behaviour more quickly than consumer behaviour


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


Thank you

www.shoppercentric.com


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