popular approach for shopper research and shopper marketing
TRANSCRIPT
Ratera & van Galen How to win at Point of Purchase
2011
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Ratera & van Galen
Ratera & van Galen (R&G) is an independent market research and retail consultancy firm working for both brand owners and retailers across channels. We specialise into:
– Shopper research– Shopper Centric Strategy
• Shopper segmentation and missions per retailer• Category growth drivers • Path to growth:
– Remove barriers (store layout, shelf layout, right cross merchandising)– Category definition and segmentation– Promotion targeting per shopper segment– POS communication in store impact
R&G originated in London, started in Asia in 1998. Offices: Kuala Lumpur (Malaysia), Naarden (Holland)
– Working experience: France, Netherlands, Portugal, Spain, Switzerland, Turkey and China, Dubai, Indonesia, Korea, Malaysia, Philippines, Taiwan and Thailand
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Ratera & van Galen: The shopper research specialist
This book provides practical advice about shopper needs; retail environments; shopper trends; shopper marketing strategies; retailing relationships; and effective packaging.
With contributions from:Paco UnderhillBrian HarrisHerb SorensenToon van Galen (Ratera & van Galen)
Clients Ratera & van Galen
FMCG &
related
Banking
Automotive
pPEERLESSPEERLESSp
Clients and partners
HM / SM
C-Store/ mini
markets
Sunshine
Pharmacies
Traditional trade/ sari sari, Chinese Medical Hall, on premise outlets
* Not direct clients: working experience with those retailers
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Other channels*
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Shopper Marketing strategy
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Find and select key shopper segments and missions
Category Growth Drivers
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Premiumization
Category growth drivers concept
System usage
Recruitingyoung users
Recruiting male users
Source: Ratera & van Galen
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Build brand presence around category growth drivers
Double the amount of users between 15 and 20 years old
Source: Ratera & van Galen
Path to Growth: remove the barriers usingShopper Research
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POP trackingRecommended POS ad for each part in path of purchase
OUTSIDE STORE
INSIDE STORE
ON SHELF
IN AISLEOut of Sight
Out of Category Zone
In Category Zone
Within Arms Reach
80% store budget is spent here
75% POS recall is
near shelf
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100% & above- passing
90% - 99%
60% - 69% 20% - 29%
50% - 59% 10% - 19%
80% - 89% 40% - 49% 9% - 0%
70% - 79% 30% - 39%
% Passing
Shopper’s path in small store: new location increases the impact
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Eye tracking: budget better spent on wobbler or price sticker?
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Virtual shelf test
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We track POS communication
We film shopping behaviour
We analyze traffic flows
We measure space & number of sku’s
We analyze
scan data
Virtual shelf
testing
Eye tracking
Focus groups
We observe browsing behaviour
prior to purchase
We interview customers at
point of decision
Some of our methodologies
Loyalty card solutions
Optimize product and assortment
We identify hot & dead spots in the store and
in the shelf
Retailer interviews
We follow shoppers from the beginning to the end
of their shopping trip