{"id":16544,"date":"2015-06-14T01:33:43","date_gmt":"2015-06-14T01:33:43","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=16544"},"modified":"2026-05-05T16:31:29","modified_gmt":"2026-05-05T20:31:29","slug":"einzelhandelsmarktforschung","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/de\/losungen\/branding-und-kundenforschungslosungen\/einzelhandelsmarktforschung\/","title":{"rendered":"Retail Market Research: In-Store Intelligence | SIS"},"content":{"rendered":"
\n

SIS Einzelhandelsmarktforschung | In-Store-Marktforschung<\/h1>\n
\"SIS<\/figure>\n<\/p>\n

Die Marktforschung von SIS f\u00fcr den Einzelhandel bietet umfassende Einblicke in die Interaktion der Verbraucher im Einzelhandel.<\/h2>\n<\/div>\n

Retail Market Research: How Leading Retailers Convert In-Store Signals Into Category Growth<\/h1>\n

Retail market research has shifted from periodic shopper surveys to continuous, multi-method intelligence systems. The retailers gaining share treat the store aisle as a live laboratory. They measure what shoppers say, watch what shoppers do, and reconcile the gap.<\/p>\n

The discipline now sits at the intersection of category management optimization, shopper journey analytics, and operational data. The Fortune 500 retailers and CPG manufacturers winning category captaincy are the ones running these three streams in parallel rather than in sequence.<\/p>\n

Why In-Store Retail Market Research Still Outperforms Pure Digital Tracking<\/h2>\n

Loyalty card data, e-receipt panels, and clickstream feeds tell you what was bought. They rarely tell you what was almost bought. The shelf decision, the substitution, the abandoned basket, the price comparison done at the fixture \u2014 these moments live in the physical store and shape promotional lift measurement more than any post-purchase survey.<\/p>\n

In-store observation captures the conversion gap. A shopper picks up Tropicana, reads the label, returns it to the shelf, and selects the private label two facings down. Scanner data records a single private label sale. Ethnographic in-store research records a competitive loss for Tropicana, the trigger (price point, claim, pack size), and the substitution path. That is the difference between knowing the outcome and knowing the mechanism.<\/p>\n

According to SIS International Research, shopper journeys in mass grocery and club channels show that roughly half of category decisions are reconsidered at the shelf, even when the shopper entered the store with a written list.<\/span> The implication for trade spend optimization is direct: end-cap and shelf-edge investment often returns more than the equivalent dollar in digital coupon distribution.<\/span><\/p>\n

The Three Layers of Modern Retail Market Research<\/h2>\n

Effective retail market research operates on three layers. Each answers a different question. Each requires a different methodology.<\/p>\n

Layer one: behavioral.<\/strong> What did the shopper do? Captured through in-store ethnographic research, video analytics, eye-tracking pilots, and intercept observation. This layer informs shelf space allocation and assortment rationalization.<\/p>\n

Layer two: attitudinal.<\/strong> Why did they do it? Captured through shopper intercepts, in-context interviews, and follow-up qualitative panels. This layer informs the value story behind a brand and exposes the private label competitive threat at the SKU level.<\/p>\n

Layer three: transactional.<\/strong> What did it cost or earn? Captured through point-of-sale data, loyalty program records, and category management software. This layer informs promotional lift measurement and the DTC channel economics that increasingly compete with the store itself.<\/p>\n

Retailers that treat these as a single integrated brief \u2014 rather than three separate vendor engagements \u2014 get to category insights two to three cycles faster than competitors running them sequentially.<\/p>\n

What Category Captains Are Doing Differently<\/h2>\n

Walmart, Costco, Tesco, and Carrefour have raised the evidentiary bar for category captaincy. The brands holding captain status are submitting shopper-validated planograms, not just sell-through data. They are pairing assortment recommendations with in-store qualitative evidence showing why a deletion will not cannibalize the category.<\/p>\n

Three practices separate the captains from the challengers:<\/p>\n