Develop retail mix elements and optimize shelf and stimuli options to maximize purchase motivation.
Advantages
- Can be conducted in controlled retail lab setting or via computer generated planograms depending on issues at hand.
- Assess and compare mix elements to each other as well as against control to explore impact and opportunities for improvement.
- Identify mix with greatest potential to grab attention, generate interest and motivate purchase.
- Provides input and support for proposals to retailers.
Applications
- Observe shopper reactions to products and retail stimuli.
- Pre-test retail stimuli in confidential setting, prior to production investment.
- Develop different fixtures and layouts.
- Explore retail media options.
- Better understand shopper decision making process.
Process
- Individual, preliminary interviews are conducted prior to group discussions in order to capture ‘pure’ perceptions and comments.
- Can combine with Eye Tracker glasses to pinpoint what is actually being observed in purchase decision making process.
- Mini groups follow to share and build on individual comments and to hear different perspectives, rationalizations.