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Live from #shopper360: Day 1

Duncan McConnol, CEO of Kantar retail Europe started the day with some mind searching slides about the state of shopper marketing based on the Kantar Retail Shopper Power survey. Some very interesting insights are shared, still only 33% of companies acknowledge that they have integrated shopper marketing, two thirds acknowledge they have no professional way of approaching the topic. Also interesting is that one of the key barriers is lack of clear kpi’s, which I have to admit we see a lot in our daily practice. we can do a lot better making them more focused around solving barriers and raising conversion in store. I also like the 7 steps to customer centricity, most companies are only scratching the surface by covering only one or 2 of those.
Phil Barden, author of ‘Decoded, the science behind why we buy’ is explaining us how our brain tries to make a trade off between pain and reward and how this can actually be predicted, and how this helps understand why shoppers prefer a menu price sign that says 10 above one that says 10 Euro and how a lot of brain activity is not necessarily a good sign, most of processing in our brain is done when we are faced with unknown brands or over complicated shelves.
Also very interesting was his TIC promo checklist, tangibility, immediacy,certainty. Shockingly few of our  promotions fulfill these criteria.
Crawford Davidson, customer director of Morrisons shared the workings of their brand new loyalty system Match & More which has been launched last month.The system compares for you at checkout the actual price difference of all items you have in your trolley with other key retailers including Lidl and Aldi and gives you a voucher of rthe difference in price if any. As opposed to ASDA’s EDLP and Tescos loyalty system this is a very direct and powerful give back to shoppers who are hurting in current difficult retail times. Morrisons on stage also  introduces their new agency Precima who shows us how price elasticity of an item differences greatly by type of customer so they can tailor promotions to your primary customers. This is crucial since Morrisons high value shoppers only spend 60% of their grocery spend with  them.
Christina Keibler of Pacific Etnography shared her presentation: scare the bejesus out of your customers.
Apart from convincing her audience that contains some of the best brains in the European market research industry that, yes you do need that degree in psychology before you can talk about qualitative research. Then moved on to explain how the type of plants and grasses that grow in Manhattan were telling her where to put a furniture store. Although she lost me a bit in the start she made it more interesting showing what underlying cultural indicators across neighborhoods they used to unravel the structure of a large and complex urban area from a retail perspective.
Nathalie Nahai, author and holder of the new profession of web psychologist shared with us  the secret psychology of persusasion. Interesting learning here was her view that the web , compared to real store environments is is a ‘flat place’ i.e. has no physical cues and hence how we need all the cues we can get. Some of those include sex, using food images, the power of motion and contrast to make sites more interesting and score significantly higher results. How the peak end rule (positive experience at the end of a web visit) changes the whole experience, and how sites like ebay and booking com use the perception of scarcity (only 1 room left!) in this context.
Interesting was also her insight how the path to purchase can be very different for for example men and women, using the example of a woman calling a friend to find out what camera to buy whilst her husband would spend 5 hours online to come to the same conclusion. Good retail needs to cater to both of these paths.
In the afternoon, Nick Melnyk of Sanofi shared an international study showing how big the overlap has become between what used to be very different product categories consumer health, pharmacy and cosmetics. How to actually use this in store is hopefully part of his next presentation.
Coca Cola US shared an interesting Walmart case showing how to drive sales inside Walmart restaurants via the concept of Effortless Meals. Using what sounds like a century old idea of combining a meal with a drinks offer but relentlessly executed apparently led to 5 million new deli shoppers in Walmarts.
Rob Johnston of Marriott International is sharing their knowledge of the path to purchase for the hotel business. A better understanding of this led to great insights such as how the possibility to check in a hotel online is hugely popular because it allows customers to skip the desk. The crucial step in hotel booking is really online search and Marriot is offering a better experience than the online travel agencies by customising the experience. A hotel website in Brasil needs to offer a payment plan, in Russia, they don’t use postal codes. The adaptation of the online booking across all Marriott’s markets needs to take into account all of these differences.
Whilst Heath Willis of Coke had a Coke in his hand while presenting, Irish Michael Doran of Heineken UK gets on stage with a beer in his hand, and with that he shared how they used the findings of their insights journey to really inspire the Heineken organisation. Just like the Coke guy, he never touched his drink though.

This Week In Shopper Insights: 10/27/14 – 10/31/14

FMCG Brands Take Social Route: Initiating Trends and Making a Difference

Boo! Retailers Expect More People Than Ever to Dress Up for Halloween to the tune of $7.4 Billion

3 Ways Target Plans to Dominate the Holidays

Aussies Can Now Freeze Credit Cards With New App: If you lose your card you can temporarily freeze it until you find it.

Mintel Shares Its 2015 Consumer Behavior Trends: the top 4


5 Consumer Psychology Hacks to Boost Your Sales

What’s the Biggest Influencer in Consumer Purchase Decisions? People generally buy for two reasons, enjoyment and avoidance of pain

You’ll Market Better With These 10 Brain Facts: Neuromarketing

How to Develop Your Brand in This Social Media Age: Weaving together all aspects in order to grow your brand


About the Author:

Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at




Live Stream Shopper Insights in Action 2014 Edinburgh

Shopper Insights in Action is Live Streaming on Tuesday, November 4th

Can’t make it to the 4th Annual Shopper Insights in Action Event next week? You can watch keynotes and track sessions on Tuesday, 4 November from 9:15 AM – 17:30 PM from your home or office. Click here to register to watch live.

Here is the Live Streaming Agenda:
Jonathan MacDonald, Founder, THOUGHT EXPANSION NETWORK

Kevin Barrett, Director of Space and Formats, SAINSBURY’S SUPERMARKETS

Richard Tolley, Joint Consumer and Shopper Lead, KANTAR RETAIL EUROPE
Steve Hildebrand, Director, KANTAR RETAIL EUROPE

Anders Fisker Olesen, Global Head of Category Excellence, ARLA FOODS

Bryan Roberts, Director of Retail Insights, KANTAR RETAIL EUROPE

James Brett, Head of Shopper Marketing, KERRY FOODS

Kyle Rhodes, Manager, Shopper Insights, SAMSUNG
Dard Neuman, Ph.D., President of Insights, SMARTREVENUE

Natasa Jovanovic´, Senior International Insights Manager, CARLSBERG BREWERIES

Live Stream: International Shopper Insights in Action 2014














Click here to register to watch live!

While you’re streaming live, don’t miss out on the conversation, tag your tweets with #shopper360 or join us in person:

The International Shopper Insights in Action Conference 2014
November 03 – 05
Edinburgh, Scotland
Save 15% off the standard rate to attend with your Blog Reader Code ISHOP14BL

See you there!


Campofrio Gets to the Meat of Shopper Behavior

Luis Fernandes

Luis Fernandes


In anticipation of Shopper Insights in Action International next week, Campofrio Food Group (CFG) Customer & Shopper Director Luis Fernandes sat down for an interview with The Research Insighter podcast series to discuss how shopper insights are evolving at Europe’s leading manufacturer of processed meat products.

Fernandes noted that, compared to other FMCG categories, the processed meats industry is relatively immature when it comes to shopper marketing and understanding what drives shopper behavior.

He’s on a mission to turn that around.

In this episode of The Research Insighter series, Fernandes reviews his efforts at Campofrio focused on:

-          Partnering with retailers to develop robust category insights

-          Understanding trip missions

-          Decoding the path to purchase, and more!

Listen to the podcast here!

Download a transcript!
The Research Insighter: Luis Fernandes, Campofrio Food Group

Editor’s note: Luis Fernandes will present “The Successful 360º Launch of Campofrio’s Cross-Category Healthy Range” at the 4th Annual International Shopper Insights in Action Conference taking place November 3-5 in Edinburgh, Scotland.

For more information or to register, please visit



Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at Follow him @mdrezz.


In Shopper Work, Storytelling Is Urgently Needed

Imagine the mildly bored CEO of a fashion sportswear chain as I tell him that 74% of his shoppers never interact with products hanging high on the wall. Now, picture his eyes popping open as we watch a video clip of a teenager dressed in pink jumping up and down as she unsuccessfully attempts to select a 50 Euro sweatshirt and finally says, “So frustrating. It makes me never want to come back to this store.”

So often in shopper work, the numbers are right and should say it all, but fail to get through to stakeholders and trade partners. We humans need stories to put numbers in context, to remember what they mean and to convince other people.

Shopper marketing is a commitment to working with other people. How often does someone in your team come to you with a question such as “Why are shoppers not engaging with our brand at shelf?” or “If shelf layout is a major barrier to conversion, how to fix it?” “Is 47% at-shelf conversion good?”



in•sight [ˈinˌsīt ] n. The capacity to gain an accurate and deep intuitive understanding of a person or thing.

In our companies, stakeholders often have many years of experience with sales data, brand tracking, IPD, pack and advertising testing, and have developed the intuition they combine with facts to make decisions. Intuition allows people to connect the dots, put findings into context, view statistics critically and ask better questions. However in shopper marketing, many stakeholders are unable to do this.

Information isn’t knowledge.” Albert Einstein

In Shopper, storytelling (=connecting the dots!) is so urgent because so many people need help in understanding the why behind the what. Many of our traditional models depend heavily on rational decision making. However, Kahneman, Thaler, and Cialdini have taught us that people rarely make rational decisions: most of what we do, we do unconsciously. Looking only at conscious-driven behaviour is therefore not effective.

We need to make shopper understanding less technical and more human. This is where qualitative work comes in. Conducting qualitative research in shopper is essential, and it’s essential to do shopper qual right.

We all know that good quantitative shopper research requires shopper expertise. Hopefully, this is who you choose to partner with. Similarly, the qualitative work you do should be based on an understanding that people are notoriously unreliable witnesses to their own motivations and behaviour, and that what they do in a situation is shaped by a variety of contextual influences that are hard to articulate. Talking to people provides an incomplete picture, and qualitative shopper work requires that we get as close as possible to real behaviour in real contexts.

This can come from live observation or video records, and also from a growing range of technology-enabled methods like life logging, mobile diaries or mobile in-situ research which offer deeper understanding and powerfully convey what today’s shopper is experiencing. Well executed qualitative research not only provides a more textured and human account of events, it also weaves together different threads in a way that help reframe issues and remove blind spots. It provides a view of the bigger picture and fosters the fundamental human understanding necessary for long-term strategic thinking.

The image of a pink girl jumping to reach a sweatshirt might be just what you need to transform the way people see Shopper marketing: it’s a capability, not a project.

Lee Smith, TNS
Global Director, Retail & Shopper (Quant)
Lee started doing in-store observations, interviews and video work in 1994 before ‘shopper’ was known as a discipline. She has since directed hundreds of projects for leading consumer product manufacturers and retailers in almost every kind of store all over the world.  Before joining TNS in 2010, Lee spent nine years at Envirosell and seven years in her own firm, instorefactor. What she enjoys most about shopper research is understanding its role along societal changes and helping clients discover the practical aspects it offers to growing business.

Editor’s Note

Lee will take us through GETTING INSIDE THE MODERN SHOPPER’S MIND next week at the International Shopper Insights in Action 2014 event.  Combining digital technologies with qualitative research offers deeper views into the modern shopper’s day and decision-making process. Engaging approaches, such as the use of wearable technology with cognitive interviewing, give us richer shopper understanding, provide detailed narratives of shopper behaviour that may otherwise have been difficult to access, making it easier to win internal and external stakeholders’ commitment to shopper marketing. We hope to see you there.



This Week In Shopper Insights: 10/20/14 – 10/24/14

Holiday Season Retail Strategy: Target to offer free shipping

Is shopper marketing impactful enough? Tell us your thoughts and enter to win a free iPad Mini.

This new report about shoppers perceptions and response to Aldi and Lidl in the UK, identifies the drivers and barriers of loss of baskets to the Discounters.

What Does Your Brand Sound Like? Strategic use of sound to build your brand

18 Companies With Brilliant Digital Strategies

Are You Using Insights Correctly? Understanding the difference between a generalization and an insight

Consumer Intentions For the 2014 Holiday Season: Online shoppers plan to spend more this year than last year

Using Big Data to Gain Consumer Insights: How GNC boosted online sales

Why Hearables Will Trump Wearables: Why the Apple Watch was a missed opportunity, and 3 reasons in favor of hearables

Why Online Retail Majors Must Buy Into or Buy Out Big Players in Brick and Mortar

Wearable Tech To Hack Your Brain: A headset that sends shocks through your brain to improve focus and get more energy


About the Author:

Ryan Polachi is a contributing writer concentrating his focus on Marketing, Finance and Innovation. He can be reached at





Do you think shopper marketing is impactful enough?

Is shopper marketing impactful enough?

Are you interested in understanding how companies are integrating Shopper thinking into their organisations? It’s not too late to find out. Your insight is incredibly important to us and the industry.

Participate in the Kantar Retail Shopper Marketing Power Survey


Join other industry experts by clicking here to take part in our short survey and you’ll be automatically entered into a prize draw to WIN a brand new iPad mini. Entries must be in by end of the day on Tuesday, 28th October 2014. We appreciate just 5 minutes of your time to complete our short survey.



The results will be shared with you following The International Shopper Insights in Action Event in a couple of weeks in Edinburgh. If you haven’t booked your place to attend yet, tickets are still available. Join us in Edinburgh this November and help build the future of retail with your industry together.



Encore Webinar Presentation: The Art of Shopping

In the spirit of #ThrowbackThursday, we’re opening the vaults here and offering you another chance to play back our live chat with Siemon Scamell-Katz, a leading expert in shopper behaviour and David Roth, CEO of The Store – WPP,  which sheds light on consumer and shopper habits and what prompts their behaviour.

From the result of 20 years of pioneering research, Siemon shares thoughts for using shopper understanding to create strategies for growth in developed and emerging markets. In his new book, The Art of Shopping: How we Shop and Why we Buy, Siemon examines how well we really KNOW the shopper, questions the formalized decision-making process, the role of the retailer and advertiser and gives some thought to the future of retail. In this free webinar, you’ll learn:

- How the latest learnings from neuroscience illustrate the realities of decision-making
- How consumer and shopper insight can link together to create maximum impact at the point of purchase
- What retailing will look like in 2020, particularly how off and online will migrate
- The future for brands in that new world


Radio Shack about creating a new shopping experience

One of the key notes at  the Shopper Insights In Action event by IIR@IIRUSA will be Radio Shacks vice president Mr de Fazio presenting Radio Shack’s new store concepts. They have now launched interactive pilot stores in the Washington DC area that have spaces where shoppers can interact with head sets and speakers. Also they will talk about a store and shopper segmentation they have done to support this process. This will be an interesting case to follow because many traditional retailers are struggling with the balance between two worlds. First, an interactive and appealing store experience which requires up to date models of the latest gadgets that work, and staff that understands them better than the well prepared shoppers. Second: the need for a competing price despite the more expensive store concept.  Of course presenting products and advice like this is an expensive retail model. Also it is difficult to keep it on the edge. Often shoppers are facing plastic prototypes or store staff does to want to unpack a latest model phone to show it to a shopper. Most shoppers have read reviews and test reports and know a lot about the model they are asking the staff about. They don’t want the staff to read the box to answer their questions. Interactive store concepts have been around for decades already. The challenge for radio Shack will be to give it new meaning and not lose shoppers along the way with under trained staff and too high price premiums. There needs to be a clear fun and sharing element which is missing in most store concepts, sharing needs to be about new technology that adds learning experiences to shoppers and gives them experiences not seen on the internet. Staff needs to have real knowledge about all products and have a fun way of sharing this with shoppers, and there needs to be well designed  extra offers of related hard or software to make the products attractive and still profitable versus low priced internet deals. Let’s see if Radio Shack is up for the challenge!


How is Sainsbury’s Supermarket Addressing Disruption & Change?

English: Forest Retail Park - Sainsbury's Sain...

Sainsbury’s supermarket in Forest Retail Park. (Photo: Wikipedia)

Retailing, and supermarket retailing in particular, is going through a period of real change. People have always chosen their supermarket predominately because it was the most convenient.

The problem now is that the definition if convenience is changing radically.

Change leaves us with important questions to answer like:
• How will you respond?
• What are the key trends all retailers face?
• What is the future likely to hold?

Find out what Sainsbury’s Supermarkets is doing to address these trends and leave with real takeaways you can apply to your own business at The International Shopper Insights in Action Event.

To see full programme information, download the brochure.

At a time when consumer shopping habits are changing more quickly than ever before, I am looking forward to share my perspective as to what retailers need to do to meet these customer needs, and share a little detail as to how Sainsbury’s are reacting to this changing world.
- Kevin Barrett, Director of Space and Formats, Sainsbury’s Supermarkets









Plus, go back to the office with insider information on:

• How retailers can stand out in an increasingly competitive market

• Leveraging decision science to influence shopper behavior

• CRM capabilities

• Psychology of online persuasion

• Maximising retail opportunities digitally

• Closing the purchase decision gap through shopper centricity

• How a small amount of insight beats an ocean of data

• Winning category vision

• Location-based services

• Turning shoppers into buyers

These are just some of the topics to be discussed and case studies to be shared across 4 days of a cross-market agenda.

Join 250+ attendees from the world’s most influential FMCG Suppliers and Retailers across 35+ countries to drive both your shopper and retail strategy forward. Get involved!