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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

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


Shopper insights driving trial and repeat purchase

Main focus of NPD research


Shopper insights driving trial and repeat purchase

The missing insights


Shopper insights driving trial and repeat purchase

The store is where a brand succeeds or fails


Shopper insights driving trial and repeat purchase

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


Shopper insights driving trial and repeat purchase

Shopping

School pick-up

Work

Understand their habits and target them effectively


Shopper insights driving trial and repeat purchase

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

Shoppercentric research among brand owners 2008


Shopper insights driving trial and repeat purchase

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


Shopper insights driving trial and repeat purchase

Generate concepts

Screen concepts

Test products

Test market mix

CONVINCE BUSINESS & CONSUMERS


Shopper insights driving trial and repeat purchase

Distribution

4P planning

Commercial proposition

CONVINCE RETAILERS


Shopper insights driving trial and repeat purchase

Purchase trigger

Standout in-store / on-shelf

Reason to believe / buy

CONVINCE SHOPPERS


Shopper insights driving trial and repeat purchase

Purchase trigger

Standout in-store / on-shelf

Reason to believe / buy

CONVINCE SHOPPERS


Shopper insights driving trial and repeat purchase

CREATE

The role of packaging in the purchase decision


Shopper insights driving trial and repeat purchase

CREATE

The retail ‘rules’


Shopper insights driving trial and repeat purchase

SELL IN

Targeting shopper missions through channels / formats


Shopper insights driving trial and repeat purchase

SELL IN

The retail ‘rules’


Shopper insights driving trial and repeat purchase

SELL OUT

Enabling shoppers to act on the desire generated by advertising


Shopper insights driving trial and repeat purchase

SELL OUT

Triggering consideration / impulse purchasing


Shopper insights driving trial and repeat purchase

SELL OUT

Creating standout


Shopper insights driving trial and repeat purchase

SELL OUT

Utilising in-store levers


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

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


Shopper insights driving trial and repeat purchase

£1.4billion was spent on POS in 2007

POPAI


Shopper insights driving trial and repeat purchase

The average store has 5461 POS materials on site

POPAI


Shopper insights driving trial and repeat purchase

Shopper insight is not rocket science


Shopper insights driving trial and repeat purchase

Shopper Insight does not have to be expensive


Shopper insights driving trial and repeat purchase

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

McKinsey European Marketing Survey


Shopper insights driving trial and repeat purchase

You can change shopper behaviour more quickly than consumer behaviour


Shopper insights driving trial and repeat purchase

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


Shopper insights driving trial and repeat purchase

Thank you

www.shoppercentric.com


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