Uncovering the shopper

journey to gain the edge

at retail
Pat McCann
June 2007

Retail is the New Frontier.

The
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somuch
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Retail and Shopper Insights and

The Shopper Journey

Date

The Shopper Journey

Brand
BrandEquity
Equity
Pre-Disposition
Pre-Disposition
Shopper type

PRE-STORE

Type of occasion

Propensity
Propensityto
topurchase
purchaseaa
brand
brandcan
canpotentially
potentiallybe
be
impacted
at
each
stage
impacted at each stageofof
this
thisjourney
journey

State of mind
Channel choice
Pre-planning
Retailer choice
Retailer experience

STORE

Store layout
Store dynamics
Store atmosphere
Shopping style
Shopping basket

Consumption
Consumption
experience
experiencefeeds
feeds
back
into
brand
back into brand
equity
equity

Shopping route
In-store advertising

P.O.P.

Shelf layout
Signage
Promotions
Pack standout
Pack communication

Transaction
TransactionSeals
Seals
Purchase
Purchase
decision
decision

Along
Alongthe
thejourney,
journey,several
several
moments
momentsofoftruth
truthor
or
success/failure
success/failurepoints
pointsexist
exist
for
foraabrand
brand
4

The Shopper Represents the Consumer at Retail

Brand
BrandEquity
Equity
Pre-Disposition
Pre-Disposition
Shopper type
Type of occasion
State of mind
Channel choice
Pre-planning
Retailer choice
Retailer experience

Research
Researchby
by
Shopper
Shopper
Experts
Experts

Store layout
Store dynamics
Store atmosphere
Shopping style

Research
Researchby
by
Consumer
Consumer
Experts
Experts

Shopping basket
Shopping route
In-store advertising

Propensity
Propensityto
topurchase
purchase
can
potentially
can potentiallybe
be
impacted
at
each
stage
impacted at each stage
of
of journey
journey

Shelf layout
Signage
Promotions
Pack standout

Consumption
Consumption
experience
experiencefeeds
feedsback
back
into
brand
equity
into brand equity

Pack communication

Transaction
TransactionSeals
Seals
Purchase
Purchase
decision
decision

Defining - Shopper Insights

Shopper insights is consumer

learning that can be applied
to improve equity, sales and
profitability of a brand,
category or store through
consumer-centric changes to
the retail environment and its
messaging.

How can Retail and Shopper Insights contribute to your

business?
There are 4 ways in
which retail and
shopper insights can
make an important
contribution to your
business
TNS specialist strengths
will ensure that this
contribution is
significant and help you
win at retail

Maximising
Retail
Strategy

Driving
Customer
Partnership

In-Store
Marketing
Activation

Synchronising
Brand Equity &
Retail Delivery

Maximising
Maximising Retail
Retail Strategy
Strategy
Channel strategy
Tracking changing retail landscape
Identifying alternative, non traditional and emerging channels
Cross channel optimisation
Customer strategy
Customer collaboration strategy
Maximising specific customer opportunities
Developing effective customer specific
business plans

In-Store
In-Store Marketing
Marketing Activation
Activation
Brand

Retailer
Brand Management

Category
Management

Retail
Management

Pack Shelf Impact & communication

Price Regular& promotional pricing
Ads and Circulars
Promotions - Messaging & communication
Displays Location and effectiveness
Assortment
Plan-o-gram or Shelf Set Management
Fixtures, Signage and Store Design
Execution

To implement strategy and win at retail, in-store activation is crucial

Activating right levers and applying them effectively will maximise purchase

Synchronising
Synchronising Brand
Brand Equity
Equity and
and Retail
Retail Delivery
Delivery
Dual
Dualaspects
aspects
of
of brand
brandequity
equity

Brand power in the

market

Brand power in the

mind

Brand Purchase
Decision

Importance of Brand Power in Market suggests brand owners need to optimise.

allocation of marketing budget across Above/Below the Line including retail
brand performance by developing synergy between brand equity and retail delivery
brand communication strategy by focusing on shopper as well as consumer needs

10

Driving
Driving Customer
Customer Partnership
Partnership
Driving category growth in partnership with
customers
Helping customers to develop better
relationship with shoppers
Assist customers to understand and
improve the shopping experience
Improve connections between shopper
needs and retail activation

Category/
Brand

Customer

Collaborative
Category
Development

Creating innovative category strategies

Showing brand loyalty leads to retail loyalty

Shopper

Introducing
TNS Retail and
Shopper Insights

Annual Global Consumer Sector Summit 2007

TNS Retail and Shopper Insights

Offer 4 Specialist Strengths

Brand
Equity

Purchasing
behaviour

Retail
Strategy

In-store
marketing

These combined strengths

form TNS Unique Shopper offer

Retail
Strategy

Brand
Equity

No one else has as deep or broad

combined offering - Globally

In store
Marketing

Purchasing
Behaviour

14

Introducing TNS Retail Forward

Retail Growth Consultants

Forward thinking retail

consultancy
Create strategies for profitable
growth
Business intelligence and
strategic perspectives on
retailing

15

Introducing TNS Sorensen

the in-store research company

In-store research specialists

for 35 years
Heavy
Traffic

Unique level of retail

understanding
Unparallelled experience of
shopping behaviour

Light
Traffic

16

TNS Tools to uncover

the Shopper Journey
Date

17

TNS Retail and Shopper Insights tools

Shopper observation via innovative data collection

Video
PDA

Eye Tracking

Ethnographic
Video

Paper & pencil

RFID PathTracker

People
Counters

Tablet PC
Statcam

18

TNS shopper experts

Tools to uncover the Shopper Journey

Brand
BrandEquity
Equity
Pre-Disposition
Pre-Disposition

TNS
TNSTOOLS
TOOLS

Shopping
ShoppingMission/
Mission/Needstate
NeedstateStudy
Study
PathTracker
Store
Optimiser
PathTracker Store Optimiser
Brand
BrandPurchasing
PurchasingStudy
Study
Retail
Brand
Alignment
Retail Brand Alignmentstudy
study
Purchase
PurchaseDecision
DecisionStudy
Study
Learning
LearningLab
Lab
Controlled
ControlledStore
StoreTest
Test
Shelf
Impact
Test
Shelf Impact Test
Virtual
VirtualShopping/Shelf
Shopping/ShelfTest
Test
Bonsai
Test
Market
Bonsai Test Market
Observation/Ethnography
Observation/Ethnography
In-Store
In-StoreQualitative
Qualitative

Type of occasion
State of mind
Channel choice
Pre-planning
Retailer choice
Retailer experience

STORE

Store layout
Store dynamics
Store atmosphere
Shopping style
Shopping basket
Shopping route

In-store advertising

P.O.P.

TNS
TNStools
toolscover
coverthe
thewhole
whole
shopper
shopperjourney
journey

Shopper type

PRE-STORE

Shelf layout
Signage
Promotions
Pack standout
Pack communication

Transaction
TransactionSeals
Seals
Purchase
Purchase
decision
decision

19

Retail and Shopper Insights Process

Beyond the Shopper Journey
Shopper Journey

Customer
Involvement

Solution
Testing

Implement,
monitor

TNS covers the whole retail and shopper insights process including testing,
implementation of solutions and end-to-end Consultancy.
Retail strategy projects typically cover entire process
20

TNS Tools to
Address the Key Business Issues
Date

21

For Pre Store Shopping Mission/ Needstate Study

Summary: Segmentation of shopping occasions (missions) and category purchasing
occasions (needstates) based on behaviour and motivations
Objective: To understand different types of trip and category needstate and their impact on
behaviour and category purchase decision

Create needstate or mission-based layout, communication and input

to marketing strategy

Benefit:

Shopping mission/ needstate

Pre Store

Shopping Needstates
In-home/on line
Segments both shopping occasion
(trip) and category purchasing occasion
by motivation and basket type.
Accompanied shop/ shopalong
Qualitative integral to category
needstate study
Emotive insights

22

For the Store Store Management Study: PathTracker

Summary: Suite of tools to observe shopper flow and response to category merchandising
Objective: Measure time spent, location, direction facing, items passed,/examined/ purchased
Benefit:

Design more effective store/ impactful category merchandising

PathTracker Methods

RFID PathTracker
Full store management tool
Dwell Density

Store

Audit PathTracker
Less comprehensive
Video/Person PathTracker
Small stores or category focus
Data Mining
Analysis existing PT data

Traffic Flow

23

For Category at P.O.P. Purchase Decision Study

Summary: For category managers to understand shopper behaviour and attitudes at POP
Objective: To understand category purchase decision hierarchy, drivers/motivations,
shopability, shelf behaviour

Improve category conversion through active category management

strategies

Benefit:

Purchase Decision Study

Purchase decision study method
Observation, Video Ethnography,
Intercept and interview.
Understand shopper needs/priorities
and at shelf behaviour.
P.O.P.

Actively identify ways of improving

category management and brand/
category conversion.

24

For Brand at P.O.P Brand Purchasing Study

Summary: To assess impact of brand commitment on in-store behaviour/ response to
competitor activities
Objective: Understand role of brand power in mind/ brand power in market on in-store
purchasing decision
Benefit:

Devise in-store communication strategies to reinforce brand

equity/ improve retention of purchasers
Brand Purchasing Study
methods
In-store Brand Purchasing study
Understand brand commitment,
brand purchasing and reactions to
in-store environment
Accompanied shop/ shopalong

P.O.P.

Sub-conscious and visual aspects of

brand purchasing
Emotive Insights
Projective techniques to identify
shopper emotions associated with
brand purchase
25

For entire Shopper Journey In-Store Qualitative

Summary: Deep understanding shopper journey: implications for brand/category communication
Objective: Understand behaviour, purchasing barriers/triggers, in-store levers, emotions, visual
category language, sub-conscious factors. Provide contextual story/ quantitative input
Benefit: Ensure retail environment reflects optimal visual and emotive

communication to maximise brand/category purchase

Qualitative Methods
Accompanied shop/ shopalong
Walk & Talk Workshop
Mini group discussion on-the-go
Retail Documentary
Shopper commentary on eye tracking
Qualitative Intercept
Ethnography
Deep observation

26

TNS tools to
Align in-store delivery/
communication with
brand promise

Provide quick realworld feedback on

any in-store issue

Design more
effective store/
more impactful
category
merchandising
Determine
ROI on in- store
initiatives

Evaluate pack /P.O.S. in real-world

setting to prevent costly
errors.
4-Sight
Conference 2006

Why TNS Retail and Shopper Insights?

Deep experience/validation shopper behaviour

Understanding of retailers/retail environment

Leading edge observation/analysis technology

Powerful PathTracker store optimiser tool

Holistic understanding of shopper/ consumer

Unique in-store brand equity solutions

Emotive aspects of shopper journey

Global reach, local expertise

28

Uncovering the shopper

journey to gain the edge
at retail
Thank you