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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.

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Presentation on theme: "Shopper Insights: Driving trial and repeat purchase Danielle Pinnington Managing Director PO Box 435  Harpenden  Hertfordshire  AL5 2WZ Tel  +44 (0)1582."— Presentation transcript:

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

2 Main focus of NPD research

3 The missing insights

4 The store is where a brand succeeds or fails

5

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

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

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

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

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

11 Distribution 4P planning Commercial proposition CONVINCE RETAILERS

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

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

14 CREATE The role of packaging in the purchase decision

15 CREATE The retail ‘rules’

16 SELL IN Targeting shopper missions through channels / formats

17 SELL IN The retail ‘rules’

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

19 SELL OUT Triggering consideration / impulse purchasing

20 SELL OUT Creating standout

21 SELL OUT Utilising in-store levers

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

23 £1.4billion was spent on POS in 2007 POPAI

24 The average store has 5461 POS materials on site POPAI

25 Shopper insight is not rocket science

26 Shopper Insight does not have to be expensive

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

28 You can change shopper behaviour more quickly than consumer behaviour

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

30 Thank you


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