The truthThe whole truth

And nothing but the moment of truth

WI•TAIL®for true shopper insights

Line ‘em up against the wall and shoot 3

A substantial percentage of the marketing budget is spent instore because marketers know quite different dynamics are at work influencing the consumer, and ABL is not enough. So, why do we still see research co’s advocating FGD’s, CLT’s etc away from the shopping environment whilst purporting to achieve shopper insights?

Impulse purchasing accounts for significant levels of spend. Do we really think that research methods that rely on recall ,or that can’t “red flag” the subconscious, will allow us to uncover all that matters?

People innately send signals to others to ensure they convey the right image about themselves. If certain social rituals are not acknowledged, the observed shopper will assume a role, and not exhibit their real behaviour. Why then do we see so much emphasis on accompanied shops as a methodology to uncover shopping reality?

WI• TAIL® - giving you a lot more of the truth. 4

On-site recruitment

Non-intrusive observations

Quantitative survey

Qualitative depth exploration

WI.TAIL is a protocol that seeks to improve on the limitations of other types of shopper research

methods

WI•TAIL® is a protocol including the following elements:

Methodology 5

Non-intrusive observations

Quantitative survey

Qualitative depth exploration

ON-SITE RECRUITMENT

Compared with pre-recruitment (a commonly used approach for accompanied shopping), on-site recruitment has the benefit of ensuring no preemption to the

shopper so that the research can capture both impulsive and

planned purchases

WI•TAIL® is a protocol including the following elements:

Methodology 6

NON-INTRUSIVE OBSERVATIONS

With the help of video recording glasses (capturing both visual and

audio), consumers can do the shopping at their own pace with zero interference from researchers. It also allows the capture of behaviors and environmental stimuli live from the

first person angle – rather than relying on “recall” of consumers

afterwards

On-site recruitment

Quantitative survey

Qualitative depth exploration

WI•TAIL® is a protocol including the following elements:

Methodology 7

On-site recruitment

Non-intrusive observations

Qualitative depth exploration

QUANTITATIVE SURVEY

To grasp the overview of behavioral patterns – after all, shopper research is meant for understanding and modifying

behaviors (instead of attitude and perceptions)

WI•TAIL® is a protocol including the following elements:

Methodology 8

On-site recruitment

Non-intrusive observations

Quantitative survey

QUALITATIVE DEPTH EXPLORATION

Follow-up in-depth interviews on the shoppers to dig out the

reasons and factors behind the exhibited behaviors based on

video

How well do you understand SHOPPERS?

WI•TAIL® 9

Shopper Quiz #1 Look at the video next page, do you know why the shopper kept on looking through the stocks at

the back of the roll?

How well do you understand SHOPPERS?

WI•TAIL® 10

Shopper Quiz #1 Do you know why the shopper kept on looking through the stock at the back of the roll?

Answer: she tries to look for the PACK (not the product) that is in

best condition, no damage or deforming…etc.

How well do you understand SHOPPERS?

WI•TAIL® 11

Shopper Quiz #2

Background:

With a promotion campaign of the TWIN PACK:• Extra 100g in TOTAL, i.e. 50g each per tube• AND selling at a discounted price, $19.9

Q1: What does the shopper consider when making the purchase? Brand vs. flavor vs. price (promotion)?

Q2: Do they notice the promotion message?

Q3: Would they really calculate the monetary benefit or just a general “good value” message”? To what extent?

Check out the video next page

How well do you understand SHOPPERS?

WI•TAIL® 12

Shopper Quiz #2From the video we also noticed that being 225g (175g + 50g) in size was the source of confusion – too similar to the 250g SKU and shoppers immediately compared the promotion offer with the 250g rather than 175g

So, somewhere in the 100g label, better to put down “Original at 175g only”

And TRY TO MAKE YOUR PROMOTION MECHANISM EASIER – 100g (actually 50g per tube), and then on top of it a price cut – better to think about something more simple and straight forward

How well do you understand SHOPPERS?

WI•TAIL® 13

Shopper Quiz #3 We often hear respondents saying…

M: Why did you buy this?R: Well, at the time the sales recommended meM: Oh really?R: Yes! She said this is goodM: What she said good about this?R: Well, just it is good, I can’t remember exactly…

Conventional deduction from the above:

Shoppers NEED sales RECOMMENDATIONS (advice)

How well do you understand SHOPPERS?

WI•TAIL® 14

Shopper Quiz #3The truth is (as demonstrated by the previous video) for most interactions with the sales/promoters, the conversation tends to be limited to checking/confirming the promotion mechanism

The following scenario is more representative:

Promoter notices a shopper feels interested in a product (picked up, examining the pack…etc.) and then approaches the shopper

Sales: Yes! (agreeing on the shopper’s pick) This one is good (confirming the shopper having a good choice), and now with promotion /actually a good price, not expensive at all

Shopper: Oh?...m…(the shopper like the product initially) Well, not bad, okay, I will have it

The Lesson:

Shoppers DON’T NEED

RECOMMENDATIONS (ADVICE);

they just NEED RECONFIRMATION

Cashier push…or cashier crash!?

Who really benefits from cashier proximity promotions

15

Cash register shelving + cashiers push probably one of the most expensive in-store touch point

Based on 2 assumptions:

The area where shopper MUST pass through and that they spend idle time there – ideal for your product visibility and accessibility

And, there money is coming out….They are just in the moment of paying, prompted to impulsive purchase if something interesting

Well, it is reasonable, is it?

thank you