It doesn't matter where you are with the shopper experience right now… we have something to help you!
You're in the right place if…
- You've done shopper research before but you didn't learn anything new
- You have fantastic products but you can't understand why consumers are buying your competitors products instead
- Your understanding of the information resources and channels being used by consumers to reach the buying decision is incomplete
- You've gathered tons of anecdotal information about the shopper decision process but think a robust understanding will help you make better marketing decisions
- With the copious quantities of information you have about your customers and consumers you still don't know what they are really thinking when they make a purchase decision
The in-store experience is just one part of the shopper's journey, whether the journey lasts 3 months or 30 seconds
Many product categories require effort on the part of consumers to make an informed purchase decision. Much of this effort is conducted prior to any visit to a bricks-and-mortar store, if the consumer makes it to a store at all.
"Showrooming", the process of going to a bricks-and-mortar location to handle merchandise but then checking price and purchasing online, has become increasingly popular especially among younger shoppers. There is ample evidence that over 50% of consumers with a smartphone research prices online while in store and one third of these consumers leave the store and purchase from a competitor.
If you are only relying on in-store observational research to understand consumer choice behavior, your information is likely to be incomplete!
A major barrier to fully understanding the purchase journey is a reliance on an outdated model of shopping behavior
Today, consumers do not follow a nice linear path that results in a purchase decision. Consumers, through standard retail channels, internet and social media, have access to near perfect information and buying options.
The buying process is more complicated than in years past but it provides more touchpoints where consumers and marketers can interact. Each touchpoint provides an opportunity for you to influence consumers' purchase decisions.
So how do you gain a better understanding of the shopper decision process?
ShopperSmart™ is your key to a greater understanding of the consumer shopping experience.
ShopperSmart™ is based in sound decision theory
ShopperSmart™ is based on a widely accepted theory of decision behavior, Theory of Consideration Set – Elimination by Aspects by Amos Tversky, 1972.
Based on this theory shoppers begin the decision process with a preconceived set of evaluation criteria where brands/products are considered as well as various product attributes. The brands and attributes often change (brands and attributes are added and dropped from the decision set) throughout the information gathering, evaluation and decision process.
ShopperSmart™ will provide you with a clear understanding of the decision process at every stage and how to influence consumers for the most impact.
- The average number of products and specific products under consideration at each stage in the purchase process
- The specific types of information sought at each stage in the decision process
- The various and most influential sources of information utilized to make a decision
- The factors driving product/brand rejection
- The drivers of product/brand preference
- Information channel influence by information type
- Retailers under consideration (both bricks-and-mortar and online) and where the product was or will ultimately be purchased
ShopperSmart™ uses an online questionnaire to gather information for analysis – there is no need for expensive and time consuming in-store data gathering
- ShopperSmart™ is cost-effective
- ShopperSmart™ uses a complex algorithm to sort through consumers purchasing decision options to yield a comprehensive understanding of the purchase process at each stage
- A larger, more robust sample such as N=1500 is obtained
- The typical study is less expensive even with considerably larger samples
- Start to finish is usually only 8 weeks