EACH SHELF HAS ITS OWN DYNAMICS (VALUE FOR MONEY, AVERAGE PRICE, OCCASSION ETC). WHICH SHELF SHOULD WE PLACE OUR INNOVATION ON?
Multidisciplinary kick-off session with project team to align objectives and formalize hypotheses.
Combined in-store market assessment (quality & quantity) during three weeks.
Fieldwork in 4 stores (mix of different types of stores/ retailers).
Quality/Quantity: respondents selected based on their actual shopping and buying behaviour. N= 275** conducted in-store interviews.
Customer interviews conducted at the beginning of the store and relevant shelves.
* Note: each project has a guaranteed N. The total N depends on the depth of the study and the research objectives.
CLEAR ADVICE GIVEN REGARDING LOCATION IN THE STORE (WHICH SHELF?).
Validation of hypotheses: confirmed.
We determined the optimal location in the shop and were able to make recommendations on the ideal assortment per customer type.
Clear conclusions per KPI and for KPIs that performed below target, allowing us to add concrete recommendations for optimization.
Identification of next steps to introduction.
The results were determining in the pitch to retail to realize distribution.