Can you imagine the response rate you would get as a 35 year old researcher asking an 18 year old girl if she would show you her bedroom? So when asked to develop a new retail concept for a furniture retailer we immediately understood we would need 'to be invited in' and use non-intrusive insights generation tools. In order to develop a differentiating store concept, consumer generated content is a powerful ingredient and a holistic research approach (not just one single methodology or one single source) delivers the necessary understanding.
This paper analyses the current purchasing behaviour of shoppers in 14 countries and, in particular, their usage of different channels (on-line and bricks and mortar, retail channels) and the implications this has for companies to develop multi-channel strategies. The results are based on research conducted by Ipsos in November 2006.
This paper shows that a detailed insight into how shoppers decide what to buy, and how they actually browse and shop, can lead to better, more efficient and easier to shop in-store papers for fast moving consumer goods. This paper also describes the different research methodologies used to gain this kind of insight: interviews at the aisle, observation of browsing behaviour, hidden video cameras combined with an interview, focus groups, store audits, scan data analysis and traffic flow measurement.
Adopting a reach optimising approach to category assortment development presents significant advantages over a simplistic volume based solution. In evaluating category reach, however, we must take into account both the purchase and consumption occasions of the shopper base. This can only effectively be done via primary research employing a direct substitution exercise.
This paper describes a study conducted to simultaneously meet two objectives: efficient use of retail shelf space and harmonizing a line-up across countries to decrease the number of variants across four European countries without compromising the availability of local hero variants. The design of the study can be generalized to situations where a line-up has to be optimized within the constraints of limited shelf space, with new product concepts in a multinational competitive context.
This paper is a result of an internal study conducted by Virtual Surveys to investigate the role of online shopping within the broader retail market. Using a combination of online diaries (blogs) and interactive bulletin boards, consumers' shopping habits were investigated. In particular, focused was placed on the importance of the social aspect of High Street Shopping versus the online shopping experience. The research conclusions and the implications for the future of (online) retail are outlined.
This paper presents the sequential process followed to give birth to the retail formula, its strategy and its key elements, through the Filocolore case, a recent example of innovation in fashion retailing. The process includes market research and its strategic link with retail innovation. The paper analyses what has happened as well as key managerial learnings that may be useful for those who participating in an innovative project, especially for retailing firms.
This paper provides key learnings of 'Parentesi', the project led by P&G Italy and 'Acqua e Sapone', the Italian drug specialist leader. The project aimed to design and to implement a new in store layout, leveraging on several in store retail mix variables, including categories layout, shelf layout and assortment and in store communication. The project assessment has been provided through two technologies able to track and evaluate emotional and cognitive experience in store: Biofeedback and Eye Tracking.
This paper outlines work done to determine the success of a new category segmentation and layout trial. Results are based on in store research with shoppers and sales modelling techniques. Setting clear objectives and identifying key performance measures were critical to the assessment of the success of the trial. The potential benefit to the retailer was an increase in category sales of AUD $23 million.