Retail & Shopper

There are two strands to retail research:

Shopper Research: Evaluates every step of the purchase process. By understanding your shopper, you can identify Key Performance Indicators that should drive your prioritisations and investment. Key to understanding this relationship is the role that staff play, through the interaction and experience they provide.
Consumer Research: Examines all the other aspects that comprise the relationship between a consumer and a brand. By understanding your consumer you will understand what’s ‘missing’ from their experience of your brand.

Can you answer these questions about your customers?

Who is using your stores, when and why?
What are the ‘need states’ you are currently meeting (and those you are failing to meet)?
Where and how do you fit into your customers’ lives?
Are you a ‘destination’ brand for your customers?
What influence do advertising and recommendations have in your customers’ choice?
What research is undertaken and what information sources are used by the consumer to decide where to buy?
Which improvement(s) to your store, range or business will deliver most against your customers’ overall satisfaction?
Do you understand how shoppers move and interact around your store and how best to lay out the environment to maximise your return on investment?
Do you understand your customer’s multi-channel shopping behaviour?

A few recent examples of how we have helped clients include:

Relationship of journey to key marketing touch points. Understanding the shopper’s through the line brand experience
Sharpening category performance. Segmenting key shopper groups at the category, identifying who to focus on and how to activate
Informing channel strategy. Identifying how shoppers access the category in the multi-channel world
Understanding the European online shopper to make recommendations for website development
Delivering best practice merchandising: Evaluating specific merchandising initiatives before roll out.
Informing communication principles: Understanding the role of PoS in the purchase process to drive creative effectiveness
Evaluating key drivers of satisfaction, monitoring trends and recommending priorities for improvement: Track the effect of short & long term initiatives on customer satisfaction & retention.

For further information please contact: Jamie Rayner, Research Director: Shopper & Retail Insight

T: +44 (0) 1865 336 400

We provide an extensive understanding of the retail environment for both retailers and manufacturers to evaluate shopper motivation and behaviour, and customer experience.