Improving Shopper’s Lives

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Improving Shoppers’Lives

Finding meaningful insights that drive shopping behaviour

Creating intuitive shopping experiences

Providing solutions that trigger buying momentum both in-store and out-of-store

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Shoppers are the same

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We work with

Clients Retailers

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SHOPPER

Understanding the shopper mindset

In the MomentOn-Task

PeopleFuture-Focused

Reflective Shopper

Consumer

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Holistic Activation

AssessingDisposing / Re-usingResearching

Based on the identified barriers and opportunities, we surgically activate at the points of experience with the highest impact. We also look at how we can:

Sharing/SocialisingListing

CoordinatingLeverage Building Blocks of Experience Using product assortment, adjacencies, traffic and flow, design aesthetics, communications, and associate interaction to create the shopper’s sense of overall experience

Assessing (Product)

Planning

Responding Retailer / Channel Selecting Arriving

Consuming

Navigate ∙ Educate ∙ Inspire Providing the right guidance to move shoppers along the path to purchase Delivery /

StockingBuying

NavigatingAttract ∙ Engage ∙ Close Drawing shoppers into purchase with a hierarchy of communication that creates intrigue, engagement, and ultimately the sense of “this is right for me”

Assessing (Experience)

Purchasing

Deselecting

DiscoveringSelecting Evaluating

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Proprietary tools we use to unlock shopper challenges

Exploring

Shopping Wheel

Shopper Passes & Workshops

Drawing Board

Brainstorming

Attention zoning

Emotional Intelligence - NEI

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Proprietary tools we propose to use at your stores

Shopping Wheel

Drawing Board

NEI

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Shopping Wheel

AssessingDisposing / Re-using

Researching

Sharing/Socialising Listing

CoordinatingAssessing

(Product) Planning

Responding Retailer / Channel Selecting

Consuming

ArrivingDelivery / Stocking Buying

Navigating

Assessing (Experience) Deselecting

Purchasing Discovering

Selecting Evaluating

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Our Core Model

The Shopping Wheel is our proprietary model for examining the experiences of shoppers as they plan, execute and evaluate shopping activity

AssessingDisposing / Re-

using Researching Listing

Sharing/SocialisingCoordinating

Assessing (Product)

Planning

Responding Retailer / Channel Selecting Arriving

Consuming

Delivery / Stocking Buying

It serves as a framework for guiding insight development into the decisions and behaviours of shoppers as well as the creation of strategies to influence them.

Navigating

Assessing (Experience) Deselecting

Discovering

EvaluatingPurchasingSelecting

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The Shopping Wheel helps us to explore key contextual factors, such as perceptions, motivation, emotions, attitudes, and other influences of shopper behaviour, at key points in the shopper’s experience.

Understanding these contextual factors is critical to developing shopper communications that attract, engage, and influence shoppers and the decisions they make.

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The Shopper’s Perspective

The Shopping Wheel reflects the shopping experience from the shopper’s own point of view.

It reveals the key barriers to purchase that must be resolved and strategic opportunities to engage and influence shoppers to achieve business objectives.

As a result, it guides and influences strategy development and communication planning.

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Drawing Board

• Food Aisle in Supermarket

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Drawing Board

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So What is Drawing Board?

A visionary solution that represents the ideal shopping environment and experience for the shopper

Based on uncovering shoppers rational, emotional and psychological motivations

Centred around an inspiring shopper centric idea

Can encompass a single brand, category, department or even an entire store

Benefits:- - Visibility & Volume

- Preferential Display & Fundamentals

- Category ownership

- Improved shoppability

- Stronger shopper loyalty

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When Mom is Shopping for Infant Nutrition

She Sees She Feels She Thinks She Does

Chaos Frustration

Confusion

Intimidation

“Am I doing the best I can for

my baby?”

Leaves the aisle too soon

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Shared Business Problem

Brand Loss of brand equity Share loss to non-baby food competition

Moms leave baby food category

prematurely

Declining consumption Lost opportunity on profitable Toddler lines

Decline of overall baby department sales Reduced market basketRetailer

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So What?

Create a shopping environment that is enjoyable, easy and efficientHelp Mom find what is relevant to her Give Mom solutions that solve her problems at shelf Inspire and educate her

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A Keen Insight Insights

• Mom wants to make good nutritional choices

• Fails to understand baby’s developmental needs

• Doesn’t view feeding as a teaching activity Starts table food as soon as possible

• Confused by the shelf

Emotional payoff:

Look what my baby can do!

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How do we impact growth?

Improve shoppability and keep mom in the aisle longer.

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OIIC

Objective: Get mom to stay in the baby food aisle past the first 12 - 18 months of her baby’s life.

Issues: –Mom feels that her baby is ready for non-baby food too early –The retail experience does not engage mom after the first year –Mom is confused about which baby foods to feed growing infant

Insight: “If I felt that baby food was what my baby wants and needs, I’d stay in the aisle”

Challenge: Allow mom to better understand her baby while shopping the aisle.

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The Strategy

Meet the objective of keeping mom in the baby aisle by allowing her to betterconnect with her baby while shopping.

To do this, we need to allow mom to…

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The Idea

“I see my baby at shelf”

Transform the way she shops

Transform the way she feeds her baby Transform the way she feels about herself as a

mom

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The Drawing Board: Allowing mom to see her baby at the shelf

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Colour-coded header not only calls out the category at a distance, but also helps her determine

what stage her baby is in. Corresponding shelf strips quickly guide her to the correct stage at the shelf.

At-shelf education inspires her, empowers her, and gives her

confidence in her feeding choices.

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HEADER sets the stage for thetime that Mom and Baby are in the

shelf set.

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Educational Tools allow mom to learn more about what her baby needs in a fun and interactive way.

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Shopper experience - NEI

NAVIGATE Help me know where I am, find where I need to go and get there easily

EDUCATE Anticipate my questions and tell me about products and services that you have to offer

INSPIRE Give me ideas, solve my problems and

show me things I haven’t thought of yet

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What is it?

Navigation Education Inspiration

NEI is a framework for identifying, understanding, prioritising the communication needs of

shoppers. to identify the building blocks of effective

and

It helpsshopper communications that facilitate satisfying

retail experiences. It can help to uncover unmet communication needs

that lead to barriers to purchase.

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Use it to…

• Develop and guide strategies for creating compelling retail experiences and overcoming barriers to purchase by meeting shoppers’ most pressing needs for communication

• Create lines of questioning for audits, discussion guides, interviews, and other exploration vehicles

• Evaluate retail experiences and environments

• Identify unmet communication needs of shoppers and key barriers to purchase

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Navigation

Direction, organisation, and guidance to help the shopper know where she is, find

her way, and easily locate what she’s

looking for.

“Help me know where I am and how to get where I want to go.

Then help me locate the items that I’m interested in.”

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Education

Communication that imparts information, knowledge, or instruction to the shopper.

“Help me determine what is best for my needs.”

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Inspiration

Stimulation of thoughts and feelings that moves shoppers to action. Ideas and

solutions that provide motivation to make purchases.

“Help me to see new possibilities. Show me ideas and solutions

that will improve my life. Give me a reason to buy now.”

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Our CapabilitiesDiscovery Emotional Drivers Shopping Cycle Purchase Barriers

Research Quantitative

Internet Shop-Alongs Shopper Labs

Retail Shopper Segments Retailer Strategy Brand Target

Response Real-Time Feedback

Financial ROI

Campaigns Big Idea

Creative Copy/Art

Sourcing Supplier Management Supplier Development

Innovation

Message Architecture Navigation Inspiration Education

Shopper

Design Environmental Product Package/Display Digital

Project Mgmt PMI Certified Collaboration

End-to-End Existing knowledge

Tactics Online

In-Store

In-Hand

Development Creative Alignment Partner Engagement Simplification Internal and External

Internal and External

Internal and External

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Thank you

Contact: jaydeep.banerjee@me.com CONFIDENTIAL AND PROPRIETARY DO NOT

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