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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

Danielle PinningtonManaging Director

PO Box 435 Harpenden Hertfordshire  AL5 2WZ Tel  +44 (0)1582 468047 www.shoppercentric.com






Shopping upon row of dullness”

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



Generate concepts business

Screen concepts

Test products

Test market mix

CONVINCE BUSINESS & CONSUMERS


Distribution business

4P planning

Commercial proposition

CONVINCE RETAILERS


Purchase trigger business

Standout in-store / on-shelf

Reason to believe / buy

CONVINCE SHOPPERS


Purchase trigger business

Standout in-store / on-shelf

Reason to believe / buy

CONVINCE SHOPPERS


CREATE business

The role of packaging in the purchase decision


CREATE business

The retail ‘rules’


SELL IN business

Targeting shopper missions through channels / formats


SELL IN business

The retail ‘rules’


SELL OUT business

Enabling shoppers to act on the desire generated by advertising


SELL OUT business

Triggering consideration / impulse purchasing


SELL OUT business

Creating standout


SELL OUT business

Utilising in-store levers






Shopper can be changed 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




Thank you understand it first

www.shoppercentric.com


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