1. Integrating Consumer
and Shopper
SHOPPER INSIGHT
To better manage
categories and
points of sales

2. As a starter…

3. The two moments of truth
The two moments of truth:
first, when they buy the product and the
second, when they use it

4. Brand or trade?

5. Stratégir, a growing, independent,
international, market research group
RETAIL
Stratégir Retail
+ =
Stratégir France SHOPPER Department
Stratégir GmbH
FMCG
Stratégir UK
Stratégir
WisdomAsia
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6. Shopper Department : the story of a
meeting…
FMCG and Retail…
…Consumer and shopper
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7. With a strong belief
Cross points of view …
…to improve the relevance of the results
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8. Ingrid Barthod Agathe Couvreur
Managing Director Retail Group Manager Shopper
Shopper insight Managers
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9. The Strategir shopper expertise
• Since 2002
• 30 categories : groceries (savoury &
sweet), dairy products, drinks,
personal care, home care, pet food,
cultural & leisure goods, etc…
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10. Today’s objectives : share with you …
Our key beliefs about
Shopper research …
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11. 11

12. SHOPPERS
MANUFACTURERS RETAILERS
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13. Answer the
expectations of 3
stakeholders
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14. 1
1
Understanding
shoppers’
SHOPPERS
expectations
MANUFACTURERS RETAILERS
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15. To start with…
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16. Like us,
products have two
lives!
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17. A public life
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18. A private life
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19. To succeed in both
lives
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20. It is the same for
consumer goods
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21. Talking to the
shopper
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22. Talking to the
consumer
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23. A life in shelf A life out of the shelf
talking to the shopper talking to the consumer
To be seen To seduce
To be recognized To tell a story
To be competitive To convey a positioning
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24. To think like a shopper,
a key concept : the decision tree
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25. Let’s go back to marketing theory !
A purchase behaviour is the resolution of a state of
conflict between purchasing barriers and motivations.
Motivations Barriers
Strengthen Reduce
the motivations the barriers
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26. From a RETAIL perspective : WHERE ?

27. From a SHOPPER perspective :
WHY ? WHAT ?
What leads the What leads the
shopper to visit shopper to buy my
the category ? product ?
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28. ... Then what happens in front the shelf ?

29. Does the shelf convey consumers’
expectations and planned
consumption ?
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30. 2
2
Think like
the
SHOPPERS Retailers
MANUFACTURERS RETAILERS
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31. Consider shopper research from a
Trade Marketing cooperation
perspective

32. Let retailers express
their expert vision on
shopper profile and
expectations

33. …As they have a day to
day
contact with the shoppers

34. To get both retailers
and internal teams
involved

35. What are Retailers’ expectations
• They want you to demonstrate that the category is
going to benefit from the planned actions.
• They want you to take into consideration the
merchandising constraints.
• They want to get from you a relevant and operational
recommendation, easy to seize and to implement, in
which key ideas are ideally illustrated with pictures or
video.
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36. 3
3
Understanding
your
SHOPPERS
expectations
MANUFACTURERS RETAILERS
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37. Your issues
• To demonstrate that your brands are going to benefit
from the planned actions, and ideally gain market
share.
• To create a multi-disciplinary project team (catman,
merchandising, sales, research, marketing, etc.) with
shared objectives. This team will take over the results
and translate them into action plans.
• To help you concentrate on strategic issues by relying
on a well-experienced agency, that will bring value to
the research and take in charge all the logistics.
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38. Our key belief
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39. Kick-off meeting
with the project team
(Catman, merchandising, sales, key account
managers…)
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40. Final workshop
and project management
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41. Our key beliefs
to successfully conduct
shopper research
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42. Integrate Shopper, Consumer
and Retail in Shopper Research
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43. Ad hoc methods based on
research objectives and specific
questions to be adressed
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44. Integrate Qual’ and Quant’ in
Shopper Research
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45. Data collection
both in situ and out of store
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46. Qualitative Qualitative
immersion exploration
• Participative
observations • Focus groups
• Masked interactive • Expert interviews
observations
Quantitative Quantitative
immersion assessment
• In store observations
and interviews • Consumer interviews
• On line / off line
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47. Shopper Data Base
40 indicators for both Supermarkets and Hypermarkets :
• Performance of the shelf (time spent, % of buyers, conversion rate, …)
• Nature of the purchase (number and type of the purchased products,
purchased sub-categories…)
• Nature of the category (level of impulse, shopper involvement …)
• Attractiveness of the shelf & purchase comfort
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48. Thank you
For your attention
5 rue Foy - 33 000 Bordeaux – France - Tel +33 (0) 556 00 89 89 www.strategir.com
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