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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

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

Shopping upon row of dullness”

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

Generate concepts business

Screen concepts

Test products

Test market mix

CONVINCE BUSINESS & CONSUMERS


Shopper insights driving trial and repeat purchase

Distribution business

4P planning

Commercial proposition

CONVINCE RETAILERS


Shopper insights driving trial and repeat purchase

Purchase trigger business

Standout in-store / on-shelf

Reason to believe / buy

CONVINCE SHOPPERS


Shopper insights driving trial and repeat purchase

Purchase trigger business

Standout in-store / on-shelf

Reason to believe / buy

CONVINCE SHOPPERS


Shopper insights driving trial and repeat purchase

CREATE business

The role of packaging in the purchase decision


Shopper insights driving trial and repeat purchase

CREATE business

The retail ‘rules’


Shopper insights driving trial and repeat purchase

SELL IN business

Targeting shopper missions through channels / formats


Shopper insights driving trial and repeat purchase

SELL IN business

The retail ‘rules’


Shopper insights driving trial and repeat purchase

SELL OUT business

Enabling shoppers to act on the desire generated by advertising


Shopper insights driving trial and repeat purchase

SELL OUT business

Triggering consideration / impulse purchasing


Shopper insights driving trial and repeat purchase

SELL OUT business

Creating standout


Shopper insights driving trial and repeat purchase

SELL OUT business

Utilising in-store levers






Shopper insights driving trial and repeat purchase

Shopper can be changed 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

Thank you understand it first

www.shoppercentric.com