shopper research
It is said that all purchase decisions are made at the point-of -sales! It is, after-all, at the shelf that the consumer can be induced to switch brands or indeed decides to continue purchasing his or her usual product.
As such, competitive advantages in the retail environment in terms of packaging visibility, impactful POP, optimal planograms, in addition to favorable store layouts, can have a strong influence on sales. In recent years, this has been recognized by manufacturers and the field of shopper research has emerged to support effective category management and in-store merchandizing.
GMO Japan Market Intelligence(JMI) uses the latest technologies to track and explain consumer behavior in retail environments:
- JMI Shopper Tracking System (STS). STS captures and analyzes consumer navigation using wi-fi tags. Traffic densities (by time and location) and navigation paths can analyzed in combination with shopper baskets and attitudinal data.
- JMI Consumer Vision Goggles (CVG). CVG captures what consumers actually see as they shop, using the latest in mobile eye tracking technology. It is powerful tool, when used in conjunction with shopper interviews, to explain the performance of planograms, POP and in-store merchandizing.
STS and CVG can be used separately or in combination to holistically explain shopper behavior and drive sales performance, especially in FMCG categories such as
cosmetics, homecare and food &
beverages.
For more information on JMI Shopper Research:
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