Point of purchase insights - improving the shopping experience

Supermarkets are relatively advertising-free. This paper argues that if store layouts are designed around how shoppers actually browse, then advertising and other means of influencing buying decisions, could be used more effectively on the shop floor.

Point of purchase insights – improving the shopping experience

Toon van Galen and Montse RateraRatera & van Galen Sdn. Bhd., Malaysia

PREFACE

This paper shows that a detailed insight into how shoppers decide what to buy, and how they actually browse and shop, can lead to better, more efficient and easier to shop in-store presentations for fast moving consumer goods. The paper also describes the different research methodologies used to gain this kind of insight: interviews at the aisle, observation of browsing behaviour, hidden video cameras combined with an interview, focus groups, store audits, scan data analysis...

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