Lo shopper vede, in 30 minuti all'interno del supermercato, circa 15.000 prodotti ma ne compra mediamente 12. Diventa fondamentale allora, offrire soluzioni di testing che quantifichino le perfonrmance a scaffale dei cambiamenti previsti per i pack, i layout o anche il materiale di merchandising per il punto vendita. TNS offre una serie di soluzioni che sfruttano diverse metodologie, TNS Shopper Directions, per testare in modo efficace ed efficiente le attività di marketing prima della loro implementazione. Sono disponibili anche soluzioni di testing in virtual reality, dove è possibile valutare con soluzioni digitali il prodotto/pack, esaminandolo in ogni sua parte.

1. Testing and identifying winning
initiatives to drive sales in-
store
©TNS 2013
Changes to packaging or point of sale layout often confuse habitual
shoppers, and new pack, product and point of sale ideas that work in
concept often don’t work on a busy store shelf. Testing new
initiatives in a realistic retail context before roll-out is therefore
critical in order to select the ideas that work best on shelf, gain buy-
in from retail partners and avoid costly mistakes.
In a regular 30 minute shopping trip, a shopper
passes over 15,000 products but ends up buying
just 12. Standing out in busy retail environments is
a major challenge facing marketers and is critical to
drive brand and category sales.
Precise directions for shopper marketing
TNS Shopper Directions is a comprehensive range of
sophisticated testing solutions that quantify the
relative on-shelf performance of planned changes to
pack, shelf layout and point of sale material. .
Recognising that different challenges require
different methodologies, the Shopper Directions
portfolio allows testing at real in-store displays and
mock shelves (where qualitative and eye-tracking
methods can be integrated), 2D static display
images and more frequently realistic virtual retail
environments (on and offline), providing flexibility
and choice to test all shopper marketing initiatives
before roll-out.
Retail & Shopper
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Shopper Directions

2. The power of virtual reality
Overcoming the need for retailer permission and the
expense of testing in real stores, our virtual reality
solutions are a vital platform for clients to test their
ideas regularly.
Complementing our central location 3D virtual stores
(offered in partnership with sister company Red Dot
Square) our 3D online virtual reality tool is a huge
step forward in making new idea testing in a realistic
A consistent framework for precise insights
No matter the methodology, we use the same
research framework to test all initiatives, ensuring
consistency and creating worldwide benchmarks
across categories and countries. We understand that
what shoppers say and what shoppers do are not
the same; observing their actual behaviour when
faced with a change to pack, shelf or in-store
communications, is crucial for delivering the precise
and accurate research needed for decision making.
Precision growth
At TNS we know that every marketing penny spent
on testing counts. We understand our clients’ growth
imperative and always provide them precise and
accurate direction, so our clients know how to find
growth in-store.
About TNS
TNS advises clients on specific growth strategies
around new market entry, innovation, brand
switching and stakeholder management, based on
long-established expertise and market-leading
solutions. With a presence in over 80 countries, TNS
has more conversations with the world’s consumers
©TNS 2013
step forward in making new idea testing in a realistic
store setting, an everyday research option. Without
revealing confidential ideas in public before launch,
virtual reality testing is fast, flexible, reaches large
or niche samples and facilitates testing of multiple
scenarios.
Respondents complete a simulated ‘shop’ on their
home computers anywhere in the world. They can
pick up, zoom in and examine all sides of the
products from the shelves. Shopper behaviour and
purchases at shelf are logged and combined with
additional feedback from the respondents through a
post-shop questionnaire.
has more conversations with the world’s consumers
than anyone else and understands individual human
behaviours and attitudes across every cultural,
economic and political region of the world.
TNS is part of Kantar, one of the world’s largest
insight, information and consultancy groups.
For more information, please visit
www.tnsglobal.com or contact
Carolina Gerenzani
Retail & Shopper Practice Lead
carolina.gerenzani@tnsglobal.com
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Retail & Shopper Shopper Directions