Key Shopper Questions

To develop shopper insight into shopper behaviour, there are a few key questions that we need to answer using shopper research partners, or our own shopper observation, so that we can influence performance in the category with our customers:

Identify the shopper profiles (who are they?) in the category, channel and customer

  1. Demographics, socio economics?
  2. Regular or not regular shopper in the store?
  3. Where else do shoppers shop if not in this customer?

Does the customer over or under trade in any of the identified or target shopper profiles?

CDI
CDI stands for Category Development Index. This is a measure of how well our category is performing within a specific Customer compared to our total category performance in the market. An index below 100 shows us the extent to which we are under-trading in the Customer. An index above 100 shows us the extent to which we are over-trading in the Customer. Use our online calculator here: CDI

BDI
BDI stands for Brand Development Index. This is a measure of how well our brand or service is performing within a specific Customer compared to our total performance in the market. An index below 100 shows us the extent to which we are under-trading in the Customer. An index above 100 shows us the extent to which we are over-trading in the Customer. Use our online calculator here: BDI

Shopper triggers / barriers to purchase for each shopper type

Define where they buy, why they buy, who they buy for, what they buy, when they buy. What is our biggest issue on the shopper journey? Is our customer over or under trading at any of the key trigger points?

  • Why do shoppers buy? What was their shopper mission?
  • What makes a shopper convert to a buyer?
  • What else do shoppers buy in the store (in the wider category under consideration)?
  • Where else do they buy the category from?
  • Why do they buy the category elsewhere?
  • Why do shoppers get to shelf and not buy?
  • What is stopping them from making a purchase?
  • What types of shoppers buy what types of product?
  • What was the level of planned / semi planned / impulse purchase?
  • How long do they spend at shelf?

Shopper decision tree

What is the role of brand, format, promotions & price? What do shoppers trade off in their purchase decision making – what are the most important purchase decision influencers? What do they substitute or do they walk away if unavailable?
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In Store Observation Insights

Shopper Behaviour : gaining insight through in store observation

Run a Shopper Expedition to understand what is happening in store. This is a powerful, cost effective and easy way to gain shopper insight, in addition to any specific shopper research we might commission.

It is essential to look at the store through the “eyes” of the shopper. To do this, select a representative store and complete a shopper observation visit to a physical store or customer website. You will need a minimum of 3 people (normally 4) to complete the observation if you want to include a shopper flow counting exercise to build insights into the levels of shopper conversion in store. The questions in the Shopper Observation guide are self explanatory and help guide you through the store visit.


Shopper Observation Study Questionnaire

A flow count is easy to do – count the number of shoppers entering the store, entering the aisle and purchasing product. You can do this as a small team to get directional results and ideas around which to create shopper hypotheses. It can often be useful to do this together with your category buyer. Each store should take approximately 90 minutes to complete a thorough review. Complete the store walk and identify the summary with the key insights.


Shopper Flowcount Guide