Ratera & van Galen has built a strong following with large international clients in implementing shopper research based strategies.

1. Ratera & van Galen
How to win at Point of Purchase
2011

2. 2
Ratera & van Galen
 Ratera & van Galen (R&G) is an independent market research and retail
consultancy firm working for both brand owners and retailers across
channels. We specialise into:
– Shopper research
– Shopper Centric Strategy
• Shopper segmentation and missions per retailer
• Category growth drivers
• Path to growth:
– Remove barriers (store layout, shelf layout, right cross merchandising)
– Category definition and segmentation
– Promotion targeting per shopper segment
– POS communication in store impact
 R&G originated in London, started in Asia in 1998. Offices: Kuala Lumpur
(Malaysia), Naarden (Holland)
– Working experience: France, Netherlands, Portugal, Spain, Switzerland, Turkey
and China, Dubai, Indonesia, Korea, Malaysia, Philippines, Taiwan and Thailand

3. 3
Ratera & van Galen: The shopper
research specialist
This book provides
practical advice about
shopper needs; retail
environments; shopper
trends; shopper
marketing strategies;
retailing relationships;
and effective packaging.
With contributions from:
Paco Underhill
Brian Harris
Herb Sorensen
Toon van Galen (Ratera
& van Galen)

4. Clients Ratera & van Galen
FMCG
&
related
Banking
Automotive
p PEERLESSPEERLESSp

5. Clients and partners
HM / SM
C-Store/
mini
markets
Sunshine
Pharmacies
Traditional trade/ sari sari, Chinese Medical Hall, on premise outlets
* Not direct clients: working experience with those retailers
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*Shedanvie * *
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Other
channels*
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6. Shopper Marketing strategy

7. 7
Find and select key shopper segments and missions

8. Category Growth Drivers

9. 9
Premiumization
Category growth drivers concept
System usage
Recruiting
young users
Recruiting male
users
Source: Ratera & van Galen

10. 10
Build brand presence around category growth drivers
Double the amount of users between 15 and 20 years old
Source: Ratera & van Galen

11. Path to Growth: remove the
barriers using
Shopper Research

12. 12
POP tracking
Recommended POS ad for each part in path of purchase
OUTSIDE STORE
Out of Sight
Out of
Category Zone
80% store
budget is
spent here
75% POS
recall is
near shelf

13. 13
100% & above- passing
90% - 99%
60% - 69% 20% - 29%
50% - 59% 10% - 19%
80% - 89% 40% - 49% 9% - 0%
70% - 79% 30% - 39%
% Passing
Shopper’s path in small store: new location increases
the impact

14. 14
Eye tracking: budget better spent on wobbler or price
sticker?

15. 15
Virtual shelf test

16. 16
We track POS
communication
We film shopping
behaviour
We analyze
traffic flows
We
measure
space &
number
of sku’s
We
analyze
scan data
Virtual
shelf
testing
Eye tracking
Focus groups
We observe
browsing behaviour
prior to purchase
We interview
customers at
point of decision
Some of our methodologies
Loyalty card
solutions
Optimize
product and
assortment
We identify
hot & dead
spots in the
store and
in the shelf
Retailer interviews
We follow shoppers from
the beginning to the end
of their shopping trip