BURKE SHOPPER INSIGHTS RM02 Shopper Marketing Insights, Innovation, Implementation Develop a shopper

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  • B U R K E S H O P P E R I N S I G H T S In a complicated omnichannel world, Burke helps you focus on understanding the shopper so you can focus on growing your business.

    R e l i a b l e P a r t n e r s . S m a r t S o l u t i o n s . T r u s t e d R e s u l t s .

  • LET THE SHOPPER BE YOUR BEACON.

    Know your shoppers so well that they keep coming back for more.

    It can be hard to find your way in an omnichannel world that seems to grow murkier every day. That’s why Burke is dedicated to providing shopper-focused insights that empower our clients with the clarity they need to meet shoppers’ needs. The result? Exceptional experiences that deliver the right products, in the right places, at the right times...helping you convert shoppers into loyal customers.

    R e l i a b l e P a r t n e r s . S m a r t S o l u t i o n s . T r u s t e d R e s u l t s .

    NEEDS Unlock the key aspects of the shopper’s journey to understand needs, behaviors, emotions and attitudes.

    PRODUCTS Develop products that meet your shopper’s real needs and develop them with a retail-ready lens.

    CHANNEL Optimize the retail experience that engages the shopper both

    functionally and emotionally.

    BURKE’S SHOPPER-CENTRIC

    SOLUTIONS

    Segmentation Category Attitudes & Usage Habits & Practices Journey Mapping

    Innovation Packaging

    Pricing

    Assortment/Adjacency Shopper Engagement Retailer Loyalty Study

    Shopper Decision Hierarchy Product Optimization

  • Seek to understand your consumers’ path to purchase to enhance their experience. Shoppers are not one-dimensional and every journey is different. The complexity of multiple overlapping channels, coupled with the access to endless information about products and services makes it easy to lose sight of people’s need for better shopping experiences and their desire for goods that deliver a brand promise.

    Burke tailors the exploration of the shopper’s journey to give you the clearest view into the way shoppers buy products and services. We create flexible learning plans that provide insight to help you better meet your shoppers’ needs (including emotional needs) so you can engage and guide them throughout their journey.

    JOURNEY MAPPING

    BLUEPRINT

    CONFIRM

    PRIORITIZE

    A work session with your team to produce the “inside out” view of the journey. We gather your hypotheses, primary and secondary information to provide structure for external exploration.

    We identify priority areas for action based on the opinions of a quantitative sample of consumers. We refine our knowledge of the journey with incidence, frequency and relative impact.

    We talk to consumers to obtain the qualitative “outside in” view of the journey from their perspective. Compare to the blueprint and refine. Output guides the quantitative phase.

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    OPTIMIZE THE JOURNEY.

    R e l i a b l e P a r t n e r s . S m a r t S o l u t i o n s . T r u s t e d R e s u l t s .

    BURKE’S JOURNEY MAPPING LEARNING PLAN

  • Understand decision hierarchy within the category to make it easier for shoppers to find and select your products.

    Do you know exactly how shoppers shop your category? Whether brick and mortar or e-commerce, today’s shopping environments are complex and filled with endless options. The way you present your offering can increase shopability, decrease frustration and make the difference between a sale and a lost opportunity.

    Burke provides you a unique way to explore the way shoppers buy within a category. Unlike decision hierarchies that are based on transactional information of what was bought, we provide you shopper-based insight into what they would buy and not buy with the added flexibility of testing existing products as well as new concepts.

    BURKE’S SHOPPER DECISION HIERARCHY

    HELPS YOU: SO YOU CAN:

    STREAMLINE SHOPABILITY.

    R e l i a b l e P a r t n e r s . S m a r t S o l u t i o n s . T r u s t e d R e s u l t s .

    DEFINE THE CONSIDERATION

    SET

    IDENTIFY SUBSTITUTION

    PATTERNS

    QUANTIFY WALK RATE

    % • Conceptualize

    better planograms

    • Highlight the most in�uential features in driving choices

    • Prioritize SKUs based on how shoppers substitute products

  • Turn satisfied shoppers into engaged customers to drive ROI.

    Engaged shoppers are more likely to pay a premium price and give you a higher share of their wallets. Burke helps you explore both the functional and emotional aspects of the shopping experience in order to identify the best ways to drive customer engagement so you can unlock greater retention and profitability.

    Our Shopper Engagement Learning Plan focuses on three key objectives that will shape your actions:

    EXAMINE your shopper’s journey with an eye towards identifying the emotional and functional factors that influence them at each touch point.

    PRIORITIZE & ACT

    IDENTIFY what drives engagement to help you prioritize action based on what has the highest impact on your key performance indicators.

    DESIGN and deploy a shopper feedback measurement program that tracks how well you are doing engaging with your shoppers overall.

    R e l i a b l e P a r t n e r s . S m a r t S o l u t i o n s . T r u s t e d R e s u l t s .

    ENGAGE SHOPPERS.

  • Move from where you are today to where you want to be tomorrow – faster.

    R e l i a b l e P a r t n e r s . S m a r t S o l u t i o n s . T r u s t e d R e s u l t s .

    Innovative solutions for all your Shopper

    Insight needs. Burke and Seed Strategy can seamlessly integrate your research with smart strategy and sharp creative to deliver a custom plan with zero stops between you and your goals.

    seedstrategy.com | 859.594.GROW (4769)

    STAND OUT AT SHELF

    R e l i a b l e P a r t n e r s . S m a r t S o l u t i o n s . T r u s t e d R e s u l t s .

    Innovation We ideate and bring to life new-product and commercial innovations that can change consumer behavior. As part of this practice, we specialize in photorealistic creative which stimulates the real-world retail experience.

    Brand Positioning and Renovation By creating a strong brand position, we can help you own a unique space in the hearts and minds of consumers.

    Storytelling We unlock the power of your story to align, excite and inspire the people who matter to your success.

    AREAS OF EXPERTISE:

    Seed Strategy is a division of Burke, Inc.

  • Confidently navigate the new landscape of research innovations for more holistic insight.

    Complement existing methods with viable new tools, approaches, and data sources.

    Leverage viable new tools for measuring non-conscious aspects of what people do and why.

    Triangulate and synthesize information from various sources to complete our understanding.

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    OUR LEARNING PLANS:

    THE NEW RESEARCH TOOLKIT

    THINK FEEL SAY DO SEE WHERE

    Triangulation of different sources equals a more holistic behavior perspective

    GO BEYOND.

    R e l i a b l e P a r t n e r s . S m a r t S o l u t i o n s . T r u s t e d R e s u l t s .

    Today’s research toolkit and availability of new data streams are growing exponentially. Burke can help you navigate the new landscape to find ways to gain more holistic insight about behavior, preferences, and how people make decisions.

  • Turn research into action with stories that align, excite and persuade stakeholders.

    What does your audience need, and what is most meaningful to them?

    What are the most important insights that should be communicated?

    How do we weave our insights into stories, and bring them to life visually for the audience?

    WHO

    WHAT

    HOW

    OUR DELIVERY PLANNING PROCESS CONSIDERS:

    BRING RESEARCH TO LIFE.

    R e l i a b l e P a r t n e r s . S m a r t S o l u t i o n s . T r u s t e d R e s u l t s .

    Burke helps you get more out of your research by going beyond simply reciting facts and providing information. We work hard to tell stories to help instill meaning, context, and emotion in our deliverables so that it drives action with your stakeholders. Our delivery planning process aims to find ways to narrate, not just inform.

  • Contact Burke for more information: 800.688.2674

    burke.com

    RM02 Shopper Marketing Insights, Innovation, Implementation

    Develop a shopper marketing framework specific to your organization’s goals. Our two-day on-site Shopper Marketing course is customized to help you develop a stronger shopper marketing discipline and the right shopper insights programs

    to support it.

    Contact us to learn more about our on-site custom Shopper Marketing seminar.

    burkeinstitute.com 800. 543.8635