A year into the COVID-19 crisis, understanding fixtures impact in real stores is as relevant as ever, especially in countries like France where store experience remains key in the path of purchase. However, research in stores has been significantly impacted by real-life limitations. To surpass them during the crisis, both tech giants like Google and companies from countless other industries turn to Virtual store environments and online research. Join the session to learn how Google used EyeSee's virtual store capabilities for smart learnings, the process of setting up studies for validating store setups and refining messaging, and the value of measuring consumer behavior in a realistic retail setting.
The general objective of this study is to analyze shopper's behaviour during their purchase intention processes at the retail outlet for the hair care category, specifically shampoo, and provide ELVIVEs brand with relevant information to work on their marketing strategy. A sample composed of 40 female participants within one supermarket store was analyzed and the eye-tracking method was used to analyze their visual attention to different visual stimuli at a retail outlet. The results indicate that the more visual attention the consumer has to a specific shampoo brand, the greater their intention to purchase will be. Likewise, the more the consumer looks at the price of a shampoo brand, the greater their intention to purchase will be. However, not enough evidence has been found to affirm that the more visual attention paid by the consumer to the advertising of a specific shampoo at the retail outlet, the greater their intention to purchase will be.
In Latin America, many traditional firms still envision and reach consumers from emergent populations as if they were newcomers to the traditional middle class. Nonetheless, our research on lifestyle segmentation, in Peru and later in Mexico, Chile, Brazil, Colombia and Costa Rica, reveals that these 'new' members of the middle class are everything except 'typical'. In fact, emergent populations show traits that go beyond one particular socioeconomic stratum. We present as evidence the case of the very successful and now iconic 'Mega Plaza' the first mall in the slums of Northern Lima, where research findings were fundamental for designing a mall that took into account the actual characteristics of the consumers from emergent classes.
This paper reports on two studies researching the effect of mobile location-based ads to perceived intrusiveness of those ads. For the reported studies, shoppers received an ad on a smartphone in a simulated 3D supermarket (projected in four rear-projection screens). Participants received either a location congruent ad (showing a product on a shelf near the consumer), or a location-incongruent ad (the advertised product was not near the consumer). Results show that consumers perceive less intrusiveness when receiving location-congruent ads.
Great change is now unfolding in the retail sector, with social media and mobile commerce driving whole new opportunities for the businesses involved in retail. With great innovation, however, comes great uncertainty. Many businesses are struggling to identify the appropriate role that these new technologies or channels can have in driving sales. Based on original research this paper seeks to provide a framework for thinking that can be utilised by brands and retailers, in order to harness the potential opening up before them.
ProcterGamble is widely seen as cutting edge in how well we understand consumer and market dynamics and how we bring this knowledge to our retail partners. The project 'How to Shape Future Health and Beauty Shopping' embarks on a highly collaborative journey together with retail partner dm and GIM as the chosen partner for in-depth consumer understanding. This paper will reveal the need to evolve the shopping environment into a place for exchange with the need to view health and beauty as two sides of the same coin.
We cannot turn our backs on progress and progress is now linked to neuroscience. The challenge is to demonstrate how a neuroscientific approach can represent an opportunity to improve the research tools which are currently at our disposal. Can it help us understand the true facets of decision-making? Can it open new ways of viewing the influential aspects of our communication whether that is packaging, shopper marketing or advertising? Starting with the innovative thinking of renowned neurologist Antonio Damasio and his scientific proof that emotions are essential to rational thinking, the authors will translate the findings into day-to-day aspects of marketing and retail research. Do these open new perspectives and opportunities for the future of market research?
This paper will offer a unique view of the Chinese media marketplace, that of the Chinese retail consumer. We present data from a 2009 study of 7,000+ Chinese consumers, age 18 to 34, who have reported on what media they use, i.e., consume, not what marketers and media organizations report as having distributed. Drawing on data from the BIGresearch online "Chinese Quarterly Media Studies" reports, which have been gathered four times per year since 2006, we report on the media forms Chinese consumers report using the most, the time spent with each media form and which media form or forms are reported as having the greatest influence on their purchasing decisions in a number of product categories. These prior-to-the-store media exposures (22 external media forms, both online and offline) are then correlated to the Chinese consumer's reported exposure to in-store media. The combining of the external-to-the-store and in-store promotional activities provides a unique, holistic view of how media actually is consumed in China among a very critical market segment. Since the same type of data has been gathered in the same way in the U. S. since 2001, we are also able to compare media consumption patterns for the U.S. and Chinese consumers.
Almost nobody doubts of the importance of innovation for retail success. it is also evident that the shopping experience plays a key role in stimulating customers not only to purchase once, but also to return. The challenge is to decide which road is better when going-to-the-innovation in retailing and also to create a no nonsense shopping experience.this paper is about a real retail case that demonstrates a proven holistic method to create innovation in retailing, including a meaningful shopping experience. One of the focal points of this document is how to detect shopper insights and use them as inspiration for the starting point as well as for the rest of the process, until the goal of creating a meaningful and attractive shopping experience is achieved. With this paper the delegates will understand a full process: choosing the market targets, devising the retail concept and creating the shopping experience.
The advancement of the digital experience has opened up new and exciting worlds for consumers in ways that were only imagined ten years ago.The adoption curve of consumers of new digital products is accelerating, resulting in a changed shopping behaviour. Shopper research has taught us that although the digital industry tends to commoditize their go-to-market strategy with a strong focus on price, the consumer is applying a rather long and complex purchase process, with clearly different needs in the various phases of the process.