Rogil conducted a 360° dregree shopper study to get under the skin of the shopper. Using a mixed method approach of verbal measures, objective measures and ethnography.

1. THE BEER SHOPPER IN THE BREWERY
360° SHOPPER APPROACH: ETNOGRAPHY IN COMBINATION
WITH TRADITIONAL RESEARCH TECHNIQUES
Geert Laenen - ALKEN MAES
Wim Hamaekers – ROGIL SENSORY & MARKETING RESEARCH

2. CONTENT
1. INTRODUCTION
2. UNCONSCIOUS BEHAVIOR
3. CASE ALKEN MAES
4. KEY MESSAGES

3. THE CHALLENGE

4. ALKEN MAES – THE TURNAROUND OF A CHALLENGER

5. IN-STORE COM VISION ALKEN-MAES
MAXIMALLY USE THE SHOP AS A 360° CHANNEL TO:
Offering unique shopper experiences
Implement great challenger actions
Maximizing retailer opportunities
Which build our brands

6. INHOUD
1. INTRODUCTION
2. UNCONSCIOUS BEHAVIOR
3. CASE ALKEN MAES
4. KEY MESSAGES

7. PEOPLE MAKE CHOICES RATHER
UNCONSCIOUSLY THAN CONSCIOUSLY

8. 20,000 SKU’S IN BE – 50,000 SKU’S IN USA
45 MIN AVERAGE SHOPPING TRIP
THEORETICAL CHANCE TO BE NOTICED
SPLIT SECOND  INTUITIVE DECISIONS

9. 360° SHOPPER APPROACH
OBSERVATION CAMERAS
QUALI ACCOMPAGNIED
SHOPPING TRIPS
EYE TRACKING
ENTRY & EXIT INTERVIEWS IN STORE QUALI
IN STORE OBSERVATIONS & INTERCEPTS
OBSERVATIONS BY INTERVIEWERS
SHOPPER SAFARI

10. EFFECT VAN PRIMING
PRE-REKRUTEREN VS INTERCEPTS

11. BENJAMIN FRANKLIN ONCE SAID:
“ TELL ME AND I’LL FORGET,
SHOW ME AND I MIGHT REMEMBER,
“
INVOLVE ME AND I’LL UNDERSTAND”

12. ABOUT ETHNOGRAPHY

13. SHOPPER SAFARI MET TRADE MARKETING

15. ERVARING DEELNEMER

16. INHOUD
1. INTRODUCTION
2. UNCONSCIOUS BEHAVIOR
3. CASE ALKEN MAES
4. KEY MESSAGES

17. 1. BEER SHOPPING EXPERIENCE = NOT ATTRACTIVE

18. 2. SHELF STRUCTURE IMPACTS BEHAVIOR
BEER SHELF IS MOSTLY CHAOTIC - ONLY 6 OUT OF 24 WELL ORGANISED
WELL STRUCTURED NON STRUCTURED
SHOP HAS A CLEAR STRUCTURE SHOP HAS NO STRUCTURE EVEN
CHAOTIC

19. 3. TIME SPENT – AUTO PILOT SHOPPING PROCESS
LAGER BEER SPECIALTY
BEER
85% 70%
LESS THAN 20 SECONDS LESS THAN 20 SECONDS
IN AVERAGE 10-15 METRES BEER SHELF IN AVERAGE 10-15 METRES BEER SHELF

20. 3. TIME SPENT – AUTO PILOT SHOPPING PROCESS

21. 4. BEER SHOPPER SEGMENTATION
STRAIGHT FORWARD BROWSING DISCOVERY
SHOPPER SHOPPER SHOPPER

22. IN STORE
COMMUNICATION

23. INHOUD
1. INTRODUCTION
2. UNCONSCIOUS BEHAVIOR
3. CASE ALKEN MAES
4. KEY MESSAGES

24. KEY MESSAGES

25. 1. THINK OUT-OF-THE-BOX
MIX WITH ETNOGRAPHY

26. 2. SHORT SPONTANEOUS INTERVIEW IN THE SHOP
OFTEN MORE VALUABLE

27. 3. MIX ETHNOGRAPHY WITH TRADITIONAL RESEARCH

28. 4. OBJECTIVE MEASURES TO UNDERSTAND
BEHAVIOUR BETTER

29. 5. INVOLVE YOUR ORGANISATION

30. 6. AGENCY & CLIENT AS SPARRING PARTNER

31. CONTACT ROGIL
@WIM_ROGIL
+32 498 46 06 72
W.HAMAEKERS@ROGIL.EU