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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

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 Presentation

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Page 1: Shopper Insights: Driving trial and repeat purchase

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

Page 2: Shopper Insights: Driving trial and repeat purchase

Main focus of NPD research

Page 3: Shopper Insights: Driving trial and repeat purchase

The missing insights

Page 4: Shopper Insights: Driving trial and repeat purchase

The store is where a brand succeeds or fails

Page 5: Shopper Insights: Driving trial and repeat purchase
Page 6: Shopper Insights: Driving trial and repeat purchase

“It’s quite depressing really… you’re faced with row upon row of dullness”

Page 7: Shopper Insights: Driving trial and repeat purchase

Understand their habits and target them effectively

Work

Shopping

School pick-up

Page 8: Shopper Insights: Driving trial and repeat purchase

of suppliers claimed they receive more requests from

retailers to share shopper insights than 2 years ago

Shoppercentric research among brand owners 2008

Page 9: Shopper Insights: Driving trial and repeat purchase

Once launched, the barriers to success are external to your

business

Page 10: Shopper Insights: Driving trial and repeat purchase

Generate conceptsScreen concepts

Test productsTest market mix

CONVINCE BUSINESS & CONSUMERS

Page 11: Shopper Insights: Driving trial and repeat purchase

Distribution4P planning

Commercial propositionCONVINCE RETAILERS

Page 12: Shopper Insights: Driving trial and repeat purchase

Purchase triggerStandout in-store / on-shelf

Reason to believe / buyCONVINCE SHOPPERS

Page 13: Shopper Insights: Driving trial and repeat purchase

Purchase triggerStandout in-store / on-shelf

Reason to believe / buyCONVINCE SHOPPERS

Page 14: Shopper Insights: Driving trial and repeat purchase

CREATEThe role of packaging in the purchase decision

Page 15: Shopper Insights: Driving trial and repeat purchase

CREATEThe retail ‘rules’

Page 16: Shopper Insights: Driving trial and repeat purchase

SELL INTargeting shopper missions through channels / formats

Page 17: Shopper Insights: Driving trial and repeat purchase

SELL INThe retail ‘rules’

Page 18: Shopper Insights: Driving trial and repeat purchase

SELL OUTEnabling shoppers to act on the desire generated by advertising

Page 19: Shopper Insights: Driving trial and repeat purchase

SELL OUTTriggering consideration / impulse purchasing

Page 20: Shopper Insights: Driving trial and repeat purchase

SELL OUTCreating standout

Page 21: Shopper Insights: Driving trial and repeat purchase

SELL OUTUtilising in-store levers

Page 22: Shopper Insights: Driving trial and repeat purchase

Shopping is a journey with key touchpoints when behaviour can be

changed

Page 23: Shopper Insights: Driving trial and repeat purchase

£1.4billion was spent on POS in 2007

POPAI

Page 24: Shopper Insights: Driving trial and repeat purchase

The average store has 5461 POS materials on site

POPAI

Page 25: Shopper Insights: Driving trial and repeat purchase

Shopper insight is not rocket science

Page 26: Shopper Insights: Driving trial and repeat purchase

Shopper Insight does not have to be expensive

Page 27: Shopper Insights: Driving trial and repeat purchase

High performing Innovators “spend twice as much time as the other companies on Shopper Insights”

McKinsey European Marketing Survey

Page 28: Shopper Insights: Driving trial and repeat purchase

You can change shopper behaviour more quickly than consumer

behaviour

Page 29: Shopper Insights: Driving trial and repeat purchase

You can only change behaviour to your advantage if you understand it

first

Page 30: Shopper Insights: Driving trial and repeat purchase

www.shoppercentric.com

Thank you