Bring Shopper Research Into Category Solution
Content What is the difference between Shopper Research and Consumer Research? Bring Shopper Research into Category Solution Case Share Page 2
Shopper Research is focus on Shopper Moment deciding to shop & buy Shopper Moment vs. Consumer Moment () () Page 3
Shopper research aimed Push rather than Pull Difference between Shopper Research and Consumer Research Shopper Moment Pull Push Page 4
Shopper Research focus on Key Drivers- Distribution, Shelving, Pricing, Merchandising Promoter Shopper Research & Key Drivers Consumer Moment Shopper Moment AD Distribution- I can buy I want in store Shelving- Easy see, reach, selected Word of Mouth When Shopper Come Pricing-Value not Price - Brand Image Promoter - Professional Consulting Brand Voice - Merchandising- Eye-catch &- Shopper research helps on Category solution Page 5
Content What is the difference between Shopper Research and Consumer Research? Bring Shopper Research into Category Solution Case Share Page 6
The output of Shopper Research will lead solutions for Category Management Questions around Shopper Moment - - - Page 7
Shopper Research Tools Business Areas // Trade, Channel and Customer Strategy Shopper Behavior Analysis In-store/Shopper Marketing New Product Launches and Planning Category Management Promotion/POSM Evaluation In-store Performance - - - - - - - - - - - - - - - - - / - - - - - Research Tools Page 8
Shopper Research result will input for Store & Category lever decision making Input to Category Management Solutions Page 9
Content What is the difference between Shopper Research and Consumer Research? Bring Shopper Research into Category Solution Case Share Page 10
Diary Category Shopper Research Page 11
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Find out the Key Drivers for In-store business improvement Output for In-store Key Drivers Page 14
Help to focus on key drivers and improve ROI Page 15
Drug Store Case Before Page 16
Use Path-to-Purchase Model define category & roles, change store layout, adjacency and open shelves Path-to-Purchase Model Page 17
, Based on shopper research and data analysis set store standards 4 200 3 100 200 2 60 100 1 60 Page 18
- After Page 19
KPI review shows the new store business consistently increased (1/3) 标 KPI 2006 年 1-5 before 2007 年 1-5 ( after) 2008 年 1-5 (1 年 Yr after) 19% 19% 24% 26% 20% 62% 75% 75% 13% 14% -4% 2% 25% 41% * 2007 2008 Page 20
KPI review shows the new store business consistently increased (2/3) 标 KPI 2006 年 1-5 before 2007 年 1-5 ( after) 2008 年 1-5 (1 年 Yr after) Page 21
KPI review shows the new store business consistently increased (3/3) 标 KPI 2006 年 1-5 before 2007 年 1-5 ( after) 2008 年 1-5 (1 年 Yr after) Page 22
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: : 86-20-22273535-618 : kenzhang@zdology.com : 86-10-65885912 : jenniferzheng@zdology.com Page 24
Speaker Introduce