retail & shopper insights · brand equity retail strategy purchasing behaviour the 4 specialist...
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Retail & Shopper Insights20 juni 2007
Why
• Fragmentation of traditional media and growing influence of new media
One thing for sure: contact at POS / POC
• Consumers are more selective
• Have to use a large number of different contacts to reach the consumer
In-store marketing
Brand Equity
Retail
Strategy
Purchasingbehaviour
The 4 specialist areas in Retail & Shopper Insights
De shopper journey
Brand Equity Pre-Disposition
Brand Equity
Pre-Disposition
Transaction Seals Purchase decision
Transaction Seals Purchase decision
Shopper type
Type of occasion
State of mind
Channel choice
Pre-planning
Retailer choice
Retailer experience
Store layout
Store dynamics
Store atmosphere
Shopping style
Shopping basket
Shopping route
Shelf layout
Signage
Promotions
Pack standout
PRE-STORE
STORE
P.O.P.
Pack communication
In-store advertising
Propensity to purchase can potentially be
impacted at each stage of journey
Propensity to purchase can potentially be
impacted at each stage of journey
Consumption experience feeds back
into brand equity
Consumption experience feeds back
into brand equity
Programma
TNS NIPO
Hette Spoelstra
juni 2007
14.10 Global retail trends
Tom Rubel
14.40 The shopper journey
Pat McCann
15.00 Merk & Marktfactoren
David Schat
Pauze
15.45 Shopper Insights
Herb Sorensen
17.00 Borrel
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