Shopper Insights: Driving trial and repeat purchase Danielle Pinnington Managing Director PO Box 435  Harpenden  Hertfordshire  AL5 2WZ Tel  +44 (0)

Main focus of NPD research

The missing insights

The store is where a brand succeeds or fails

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

Understand their habits and target them effectively Work Shopping School pick-up

of suppliers claimed they receive more requests from retailers to share shopper insights than 2 years ago Shoppercentric research among brand owners 2008

Once launched, the barriers to success are external to your business

Generate concepts Screen concepts Test products Test market mix CONVINCE BUSINESS & CONSUMERS

Distribution 4P planning Commercial proposition CONVINCE RETAILERS

Purchase trigger Standout in-store / on-shelf Reason to believe / buy CONVINCE SHOPPERS

Purchase trigger Standout in-store / on-shelf Reason to believe / buy CONVINCE SHOPPERS

CREATE The role of packaging in the purchase decision

CREATE The retail ‘rules’

SELL IN Targeting shopper missions through channels / formats

SELL IN The retail ‘rules’

SELL OUT Enabling shoppers to act on the desire generated by advertising

SELL OUT Triggering consideration / impulse purchasing

SELL OUT Creating standout

SELL OUT Utilising in-store levers

Shopping is a journey with key touchpoints when behaviour can be changed

£1.4billion was spent on POS in 2007 POPAI

The average store has 5461 POS materials on site POPAI

Shopper insight is not rocket science

Shopper Insight does not have to be expensive

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

You can change shopper behaviour more quickly than consumer behaviour

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

Thank you