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 ShopperScan
Help you master shopper’s shopping behavior and attitude.
Zdology ShopperScanTM
1 Target at shopper’s behavior and attitude in the shopping process
2 Combining the shopper’s attitude and behavior in research helps to identify different elements from diverse angles at the point-of-sale
3 The most outstanding output of shopper research lies in providing improvement suggestions at the point-of-sale, which is also the ultimate target of Zdology in assisting the clients to win
Key Benefits offered by Zdology ShopperScanTM:
* Provide deep and comprehensive insight on shoppers’ behavior and attitude at the point-of-sale
* Shopper-oriented, highly improved shopper based solution.
* Identify and prioritize location, promotion and occasion opportunities.
* Final Goal is to help our customers to win at the point-of-sale.
Do you know…?
What is happening at the point-of-sale
What are the features of the buyers of my product
How the shoppers behave in front of the shelf/brand counter
What are the shoppers’ perception and attitude about my product
What are the triggers and barriers of my product in the store
ShopperScan makes these easy！
Research Objectives:
* Identify and prioritize location, promotion and occasion opportunities to help shape merchandising development;
* Design tools to overcome category and brand purchase barriers and eventually drive purchase incidence and frequency
Behavior Scan
1 Observation Scan
* Hide video camera installation and video recording
* Video record analysis
2 Fix Point Scan
* Center observation is used to replace the role of camera in stores where secret shooting is inappropriate
* Observers fill out the designed form and note down observation results
3 Shopper Along
* If the target categories are relevant with each other and the coverage of target group is large, this methodology is applicable, as it’s more flexible and capable of recording the shoppers’ behavior more comprehensively
* Shoppers will be tailed by observers during the whole process and their purchasing behavior will be noted down or specially recorded as well, especially when they come across target categories
Through shopper behavior observation, we are able to deeply understand and quantify each step of shopper’s purchase path.
1 Outside Store: Traffic and crowding situation
2 Inside Store: Time spending in the store shopping route
3 Shelf/Counter: % visited of shelf/ brand’s counter, Avg. #shelf/counters total visited % contact with promoter
4 Products: % pick up the product, Avg. # of products picked up, % read the package % browse/ take POSM
5 Purchase: % purchased products
Mind Scan
1 Focus Group Discussion
* As a widely used qualitative method, focus group discussion provides theoretical basis and experiential support to the whole project
* Focus group discussion has been proved to be an effective method to get useful qualitative materials
2 Entrance & Exit Interview
* To understand what key factors influence shopper’s decision making process in the store, at first we should know whether shopper changes her purchase plan or not...
* Thus, understanding of their pre-plan before shopping is critical, an “Entry” interview is served for this purpose.
* After then, in the exit of the store, shoppers will be intercepted again to finish an interview & recorded their purchase receipt.
3 In-depth Interview
* In-depth interview focuses on the shoppers in the store. It will be carried out after shopper along process
* Combining with shopper along, the objective of in-depth interview is to find the attitude and reasons lying in the shoppers’ each conduct. It is an effective method to help explain why the shoppers behave like this.
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1 Mirror the authentic situation of shoppers without bias at point-of-sale
2 Observe from the combined angle of both shoppers’ behavior and attitude
3 Diverse methodologies can complement each other
4 Detect the effectiveness of various elements at point-of-sale
5 Offer keys to different issues related to product performance at point-of-sale
6 Improve clients’ business performance at point-of-sale
1. Fast moving consumer goods industry
Research illustrates that 80% of Shoppers tend to make final purchase decisions on fast moving consumer goods in the store, including impulse shoppers, pre-plan fulfilled shoppers and pre-plan failed shoppers.
2. Durable consumer goods industry
Research also illustrates that 30% of shoppers change pre-plan on brand in the store when purchasing durable consumer goods.
* Shopper based research can help us to identify these shoppers, shape merchandising development and eventually win at the point-of-sale.
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