No one understands retail better than us, no one understands the shopper better than us.
When it comes to retail research, Kantar IMRB Retail lives right on the cutting edge.
Based on years of studying consumer behaviour in and around physical retail environments, watching the dynamics at retail stores, we at Kantar IMRB Retail have a unique understanding of elements in the retail environment that drive shopper behaviour. A retail store is a vital touch point in this new era where marketers vie with each other to grab shopper attention, engage with them and build long term relationships. It is thus critical for both retailers and marketers to understand the retail environment, how shoppers are evolving and measure effectiveness of their strategies. We at Kantar IMRB Retail have a unique understanding of what influences shopper decision making, based on years of studying behaviour in and around physical retail environments Retail research has to address multiple issues - both from the retailers and marketers viewpoints
Traditional research methodologies have depended heavily on in home research or ‘forced exposure tests’ in simulated environments supplemented with some in store work for many retail decisions; with the decision of doing quantitative or qualitative research largely determined by researcher vs. client beliefs, convenience, timelines and investments. However today we see a multitude of opportunities for doing research at the point of sale which has active shoppers who are at that critical juncture of deciding on ‘what’ they should buy while the store environment is constantly feeding them stimulus on ‘why’ they should buy.
At Kantar IMRB Retail, we offer unique suite of products and services that aid client decision making across different points of time, at various decision stage, that are currently used by clients across industries and sectors
STAR
Providing a 360 degree view of the Small Town and Rural consumers through an exhaustive…
We offer a unique suite of products and services that aid client decision-making across different points of time, at various decision stages.
The core services that we offer:
RETAILSCAPING
Where should my store be located?
Should it be a large, medium or small format store?
What kind of assortment mix, merchandise?
How do I reach out to the consumers of this catchment?
The Outcomes
Identify high potential locations
Decide on appropriate store sizes & layouts,
Plan catchment-appropriate merchandize & assortment mix
Develop communication for specific locations
The Method
A combination of geo demographic coding, consumer interviews in quantitative and qualitative forums and retail landscape mapping though extensive ‘walking the street’ exercises, retailer interviews and expert opinions in catchments of potential cities/towns .locations
TWO AHEAD – SHOPPER SCIENCE
Consumers in India today shop across many channels— traditional stores, markets, modern retail, the Internet, and even on the mobile.
Marketers and retailers need to provide dynamic, engaging experiences at whichever touch-point the shopper chooses to engage - to hold shopper attention and build long term relationships
ShopScan – Video Analytics software
High quality content analysis and coding of video feeds, through our specialized software
RFID Tracking & Hand-held Scanners
Non-intrusive shopper tracking through the store – route, time spent, hot/cold spots and shopper interactions in-store
Win@shelf - Shopper Decision Tree
Decode how shoppers ‘shop’ the category? Which attributes are important; which are tradeable? For invaluable inputs on Shopper Understanding, Category Management, Shelving & Merchandising and In-Store Activations
What we offer
Actionable insights across the P2P (Path to Purchase) based on an in-depth analysis of the shopping journey. Solutions range across:
Understanding Shopper Fundamentals - An understanding of the dynamics of shopping behaviour and shopper decision-making in Traditional and Modern Trade Environments
Category Management Insights - Inputs for category stocking, display, planograming, identifying triggers to increase shopper engagement
POSM Evaluation – Evaluating impact of activations on conversions and brand image (post-testing); Identifying the best locations and content (pre-testing) for activations
Store/Window Design – Inputs for creating an effective window display; inputs for space planning, layout and merchandising in-store
“Behind the Counter” - Assessment of shop-floor/staff performance to enhance quality of interaction with shoppers
The Method
A multi-pronged approach using observational and interrogative, quantitative and qualitative methods with strong technological backing for efficient data collection and in depth insights
Scores
“Scores ”
An evaluation of store performance – for ensuring better deliveries at the consumer purchase point
CExp
“CEXp”
An index for measuring the all-encompassing ‘Customer Experience’ - a holistic evaluation of customer experiences with the retailer, across touchpoints.
What we offer:
An overall experience index, that can also be tracked at regular intervals
The metrics
Did the experience meet their expectations?
How pleasurable was the interaction with the provider?
Would they have any/ many good things to say about the provider to their friends, family?
The diagnostics - experience at each touch point in the journey and delivery on the perceived brand promise - that could contribute to the overall happiness and likelihood of spreading favourable WOM among peer group and communities
The Outcomes:
Strengthen brand preference
Improve customer loyalty and create brand advocates
Increase revenues from existing & new customers and reduce costs by restricting churn
Retail Compliance Tracker
The Digital Shopper
Today’s consumer is more connected than ever before and empowered like never before!
She not only seeks information online but also proffers opinions; and aided and abetted by social media, she is always ‘ON”!
What we offer
A comprehensive decoding of the Digital Shopper Profile and her Digital P2P (Path to Purchase)
