SHOPPER
DYNAMICS
Holistic analysis of the contexts in which products and brands are purchased (shopper insights) – experience and behaviour
LAUNCH
Shopper Missions
- Reasons for visiting/rejecting certain shopping locations
- Shopping frequency/shopping days
- Shopper expectations of retailers/chains/categories
- Satisfaction with and loyalty towards shopping locations
Shopper Motivation
After-sales situation/usage
- “Shopper as a consumer”, product satisfaction
- Emotional and rational experiences
- Buying motives at product level (what-why-when-where-who)
- Analysing decision-making processes during the buying process
- Analysing planned/impulse/substitution purchases
Shopper Profiles
Pre-purchase situations
- Shopper types – optional: supplemented by analyses from household panel surveys/external data
- Choice of shopping location, purchase planning
Shopper Behaviour
POS – store, category, shelf/surrounding area, product/brand
- Shopping moods, ambiance, orientation/paths
- Promotions, placement in the store, product offer
- Shelf structure/orientation, range design, shelf promotions
- Price, packaging, product information, brands as ambassadors
- Shopper behaviour measurement via digital customer feedback systems & touchpoint analyses
