If the consumer is not a moron, could the shopper be? - developing an holistic shopper framework

Anand Singh, Pavi Gupta and Sum Yim Ling

This paper showcases a research framework that integrates insights on shopper observation, shopping environment, retailer servicing issues with shopper interviews to create a powerful tool that can help us understand the shopper better.

If the consumer is not a moron, could the shopper be?: Developing an holistic shopper framework

Anand SinghCoca-Cola India, India

Pavi GuptaCoca-Cola SEWA, Thailand

Sum Yim LingThe Nielsen Company, Singapore

INTRODUCTION

With the development of modern trade in emerging markets, the retail landscape is an ever-changing canvas, and a canvas with abstract art that needs expert knowledge to be interpreted.

The consumer is suddenly being forced to become a shopper. Shopping could be a chore, an experience or a consumption occasion by itself. It could be a small mom & pop outlet in a house, a small...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands