TOP 10 SHOPPER RESEARCH TOPICS 10
What is the optimal planogram from a shopper point of view? In store, our category is displayed in a way that is out-of-date and based on a segmentation that is too technical. A planograms should rather reflect the development of the assortment and meet the needs of the modern shopper. How can we develop the planogram in order to support future growth of the category?
How do we relieve the pressure on price? Our product is very popular among consumers and therefore it’s used as a catchpenny by retailers. Stores are using promotions and cutting the price of products which reduces our profitability. How do we get out of this situation and restore value?
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How do we modernize our pack design without losing loyal brand buyers? Our product has stagnated in terms of sales. The pack design needs to be improved to reach new consumer segments. However, we know that shoppers make their purchase decisions a split second. Which elements of the design can be changed without creating confusion among buyers?
How should we best serve the omni-channel shopper? Many of our consumers have already become omni-channel shoppers, regarding both information seeking and product purchase. We need to understand this new path to purchase in order to interact with them most effectively, and move towards an omni-channel retailing approach.
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How do we defend our shelf space? Which key items should we ensure we keep across all retail channels? Which items can we recommend that retailers remove from the category without losing sales?
Sometimes small changes in pricing have a great impact on sales volume. Which price thresholds must not be crossed? What are the price limits on products within our category? Are these fixed price points, or are they linked to the price of a certain competitor or to a reference product?
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What product messages should we communicate in-store and on-pack? We want to get the attention of consumers in-store and disrupt their shopping behaviour. Which call to action will drive the consumer to choose our product instead of the competitor’s? How do we communicate this on the pack to the greatest effect?
How can we simplify our portfolio across different markets and retailers? We currently have a large number of product variants and packaging solutions in different markets and retail channels. Is there a simplified strategy for our range that we could apply across all markets/retailers without the risk of losing sales at a local level?
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How do we avoid the risk of being delisted from the assortment?
What are the magic price thresholds for our products?
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How do we stay relevant while e-commerce continues to grow? Buying groceries via web shops is still relatively unusual but the practice is growing rapidly. Product presentation, search habits and shopper behavior all differ greatly between web shops and grocery stores. Previous insights and logic no longer apply to online shopping. How should we anticipate?
How do we optimize our portfolio and pricing strategy? We need to optimize our prices and profitability but cannot afford to risk losing volume by increasing prices across the entire portfolio. What are the opportunities to differentiate the pricing in our portfolio? Should we launch different pack sizes or a range of more premium products?
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