shopper insights: driving trial and repeat purchase
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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. - PowerPoint PPT PresentationTRANSCRIPT
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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
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Main focus of NPD research
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The missing insights
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The store is where a brand succeeds or fails
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“It’s quite depressing really… you’re faced with row upon row of dullness”
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Understand their habits and target them effectively
Work
Shopping
School pick-up
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of suppliers claimed they receive more requests from
retailers to share shopper insights than 2 years ago
Shoppercentric research among brand owners 2008
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Once launched, the barriers to success are external to your
business
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Generate conceptsScreen concepts
Test productsTest market mix
CONVINCE BUSINESS & CONSUMERS
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Distribution4P planning
Commercial propositionCONVINCE RETAILERS
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Purchase triggerStandout in-store / on-shelf
Reason to believe / buyCONVINCE SHOPPERS
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Purchase triggerStandout in-store / on-shelf
Reason to believe / buyCONVINCE SHOPPERS
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CREATEThe role of packaging in the purchase decision
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CREATEThe retail ‘rules’
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SELL INTargeting shopper missions through channels / formats
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SELL INThe retail ‘rules’
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SELL OUTEnabling shoppers to act on the desire generated by advertising
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SELL OUTTriggering consideration / impulse purchasing
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SELL OUTCreating standout
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SELL OUTUtilising in-store levers
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Shopping is a journey with key touchpoints when behaviour can be
changed
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£1.4billion was spent on POS in 2007
POPAI
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The average store has 5461 POS materials on site
POPAI
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Shopper insight is not rocket science
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Shopper Insight does not have to be expensive
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High performing Innovators “spend twice as much time as the other companies on Shopper Insights”
McKinsey European Marketing Survey
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You can change shopper behaviour more quickly than consumer
behaviour
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You can only change behaviour to your advantage if you understand it
first
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www.shoppercentric.com
Thank you