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...