Examines the shopper in the consumer. Isolates the shopper to better uncover the shopping drivers and barriers in any retail environment along with a clear read on the shopping experience. Captures and illustrates the shopper’s point of view in the in-store decision making process.
Advantages
- Provides in-context, real life, real time, purchase decision influences, attitudes and behaviours.
- Effectiveness of actual in-store stimuli, promotions, packaging and shelving can be assessed in any /all categories to allow cross learning and re-application.
Applications
- Need to separate recall of how she shops and why she chooses her purchases from actual, in the moment purchase choices and decisions – often affected by unconscious / un-observed in-store influences.
- Requiring input for channel /distribution priorities and trade plans.
- Seeking input for promotional, planogram, packaging and other in-store touchpoint strategies.
- Understand loyalty to brands vs. loyalty to stores.
Process
- Can place shopper diaries prior to interviews to capture usual shopping preferences.
- Begins in home for pantry /inventory check and her version of her shopping habits.
- Proceeds to store(s) to examine in-store patterns and to identify actual vs. pre-conceived shopping habits.
- Store permission is required for any audio /visual recording, photo taking.