1 / 12

Identifying Shopper Insights

Identifying Shopper Insights. Efrain Rosario- Global Director – Shopper Marketing, Commercial Leadership info.shoppermarketing@coca-cola.com. S H E L F - S A VV Y T O O L S. I n t r o d u c ti o n t o S h o p p e r Insights. S hoppe r I nsight s. HOW.

ashanti
Download Presentation

Identifying Shopper Insights

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Identifying Shopper Insights Efrain Rosario- Global Director – Shopper Marketing, Commercial Leadership info.shoppermarketing@coca-cola.com

  2. SHELF-SAVVYTOOLS IntroductiontoShopper Insights

  3. ShopperInsights HOW ToolsandresourcesAsuiteofglobaltoolsexiststoidentifyshopperinsights. PrimaryResearch SecondaryResearch RetailAuditHouseholdPanel BrandBeverage Advanced Analytics High Frequency Barometer(B ) 3 ShopAlongsPointofPurchase materialtesting PriceElasticityStudies Moderate Frequency MOTORSONAR ConsumerBeverageLandscape(CBL) Customer Transaction&LoyaltyCard Data Low Frequency

  4. ShopperInsights HOW Eachtooladdressescorequestions. B3 Retail Audit HH Panel POS/ Loyalty ShopAlong Pricing Motor Sonar CBL Attitudes: Pre-Shop 4 4 4 Whatbrandsdoyouprefer? 4 4 4 4 Shopper’slifestage andlifestylefactors? Preparation: 4 4 4 4 4 4 Whattype ofpre-planning? Howdoshoppersdecidewhichstore? ShoppingPatterns: During-Shop 4 4 4 4 What mission is theshopper on? 4 4 Howdo theynavigatethestore andtimespent? 4 Istheshopperalone orwithothers? DecisionMaking: 4 4 4 4 4 4 4 4 4 Whatare they buying? Are they buyingon impulse orplanned? 4 4 4 Howpriceelastic? 4 4 4 Whatare drivers andbarriers forbeverages? Consumption: Post-Shop 4 4 4 4 4 Whoare theyshopping for andwhichoccasions? 4 Who is consuming andhow? Evaluation: 4 4 4 Will the shopperrepeatpurchase?

  5. ShopperInsights HOW SONAR2.0 ShopperOpportunityNeeds AttitudeResearch What A shopperlandscape study thatallowsustounderstandshoppingoccasionsandshoppersacrossmultiplechannels—who,what,when,where,whyandhowtheyshop Providesinsightintohowshoppersuse differentchannelstomeet differentneeds Provides customer understanding:shopper profiles, strengths andweaknesses, andPITA drivers Output Shopping missionsbyshopperprofiles Revenue andopportunity mapsforchannelsby shopping missions Channelandcustomerprofiles Cross-category shoppingpatternsandcross-channelshoppingbehaviors Channel/customerimagery GlobalInsightShopperTools

  6. ShopperInsights HOW MomentofTruthOpportunityResearch Customer Transactionaland LoyaltyCardData What Secondary data analysisofexistingpurchase recordsProvidesunderstandingofprice andpromotionelasticities, assortmentoptimization andimpact ofin-store cross- merchandising Offers identification ofmost valuable shoppers andtracks theirbehavior What Detailedwithin-channelstudy Providesunderstandingofin-store shopperbehaviorandinteraction Offersinsightintoimpactofmerchandisingandin-storeactivationonbeveragechoice,withina channel Providesretailer satisfactionwithTCCCSystem Output Purchase behaviorunderstandingandshopping decisionhierarchy Adjacenciesandbasket-levelanalysis,assortment optimization Loyaltyanalytics Output OBPPCarchitecture understandingbasedonconsumptionoccasions Learningstodevelop/validate channellevelpicture ofsuccessCustomercollaborationworkshopsbasedonshopper profiles,shoppingmissionsandshoppingbehavior

  7. ShopperInsights HOW Shop-Alongs RetailAudit(ScanAudit) What Shopperimmersionstoseein-store shoppingbehaviorOffers a mockshoppingtriptocompare expectedactions withactualshoppers Providesinterviewswithshopperstoaskquestionsalong theirshoppingjourney Output First-handqualitative insightsthataddcolorandtexturetounderstanding whyshoppersdowhat theydo Usedtogatherinsightsorimmersionforemployeesandcustomerstotake offbusinesshatandslide into shopper’sshoes What Panelofstores/scanneduniverse ofstoresthat representvolume off-take ofthe store universe coveredonanongoingbasis May include informationonadditionalmeasureslikedistribution,stockinventory,selectpointofsale material, otherstore characteristics Output Markettracking(category performance)andmonitoring key businessmetricssuchasvolume/value share, distribution,etc. Marketstructure (category/brand/pack atgeography/channellevel) Identifies leading indicators (forwardshare,SOVI,etc.) andtrackskeybusinessperformance

  8. ShopperInsights HOW PointofPurchaseMaterialsPre-Testing HouseholdPanel (andHomeScan) What Offersunderstandingofthe interactionofdifferentelementsforpoint ofpurchasematerials Providesevaluationofdifferentpointofpurchase materialsonhowmaterials“breakthroughthe clutter”anddrivepurchaseinterest Output Offersanoptimalcombinationofpointofpurchase materials for specific brands within an occasion andchannel(i.e. whatkey visual,backgroundandmessage are the best combination) Determineswhichpointofpurchase materialsdrive thehighestpurchaseinterest What A study thatmonitorsthe householdpurchasesof a samplepanelwhichrepresentsthe householduniverse of a givengeography Measurementmay be basedon“diary”ofpurchasesoritems scanned athomeafterpurchase Output ProvidesanabilitytotrackPITA Offersunderstanding ofclosure rate andpurchase frequencyIndicatesloyalty ofshopperstobrands andretailers Provides insightintoshoppers’switchingbehavior

  9. ShopperInsights HOW PricingResearch AdvancedAnalytics What Understandpriceelasticities ofvariousbrands andpacksUnderstandtrade-offsthatshoppersmake betweenpacks, brands andprice Canbe basedonsecondary data (purchase recordsorstores/households)and/orfromprimary survey using differentpricingresearchtechniques(conjoint,price sensitivitymeasure,etc.) Output Price elasticity—bybrand,pack,channel Pricing strategy(OBPPCstrategy) Promotion andpriceeffectiveness Volume decomposition(baseline vs.pricing/promotiondriven) What Basedonsecondary analysisofRetailAudit/HouseholdPanel/ScannedSalesData Enablesinterrogation ofdata atstore/customer/basketlevel Usedfor store-levelmodelingandopportunityidentificationOutput Opportunity identificationandmarketprioritization Assortmentoptimization Share amonghandlers,pricecompliancereports,etc.

  10. ShopperInsights HOW BeforeinvestinginShopperInsightstools, considercapabilitiesandresources. ResearchDollars Howbig isyourmarket’soverallresearchbudget? Ensurethatshopperresearch isgivenappropriateconsiderationwithinthemarketingmix MarketCapability ResearchdollarsAccesstoanalytic resources AccesstoAnalytic Resources Doyouhave internalresourcesthatcan interpret theresearch? Doyouhaveaccesstoathirdpartyanalyticresource? Doavailableresourceshavetherequiredskillto interpret theresearch?

  11. ShopperInsights HOW Sometoolsareconsiderablyeasier touseandlessexpensive. ContactyourlocalMarketingStrategy &Insightresourcetodeterminetheappropriatemethodology foryourbusinessissueandget additional informationontimingandcost. High • POS/loyalty • Conjoint • Sonar AnalyticResources • POPM • HHPanel • Shop-Alongs • Retail/Scan Low ResearchCosts Low High

More Related