Shopper Insights That Matter to the Bottom Line Retailer Loyalty Study
Why does a shopper buy dishwashing detergent at the grocery store but laundry detergent at mass retailers?
Why does a shopper buy facial wash at the drug store and body wash at whatever store is most convenient?
Since shopper behavior differs by category, building loyalty and driving category sales is best done by understanding the specific factors that influence store choice and loyalty at the category level.
A Burke Retailer Loyalty Study provides category-level understanding with insights that are retailer and category specific identifying:
The depth of retailer loyalty among category shoppers.The factors that drive retailer loyalty among category shoppers for their
store, their competitors and in total.How category shoppers perceive each retailers performance on those
key drivers of loyalty.How each retailers performance stacks up against their competitors
on those key drivers of loyalty.The leverageable strengths and critical improvement issues that each
retailer can use to strengthen loyalty among its current shopper base and attract new category shoppers.
Burkes approach to Retailer Loyalty Study is better than standard loyalty measurement approaches. Burkes approach:
Uses a proprietary measure of derived importance that can accommodate a large number of attributes.
Provides insights specific to one product category at a time.
Decisions Supported By Burkes Retailer Loyalty Study
For Retailers:How can I increase loyalty in a given product category and drive more traffic into my store?
How do I prioritize assortment, shelf layout, pricing and promotion to drive shoppers to select my store as their destination for shopping the category?
For Manufacturers:How do I help my key retail partners increase store loyalty among shoppers of my category?
How do I demonstrate to each of my retail partners which specific factors are key to driving shoppers to my category in their store?
A P P L Y I N G K N O W L E D G E I M P R O V I N G D E C I S I O N S
The Fine Art of Marketing Research
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Store A Current Shoppers Store B Current Shoppers