매장 내 쇼핑객 인사이트 - 시장 조사 사례 연구

소매 구매자 통찰력의 필요성

주요 컴퓨터 회사인 클라이언트는 향상된 머천다이징 시스템을 만들고 새로 개발된 머천다이징 시스템을 평가하기 위한 플랫폼에 관심이 있었습니다. SIS는 미국(로체스터, 시카고, 페탈루마), 브라질, 인도, 폴란드에서 글로벌 매장 내 제품 테스트 연구를 실시했습니다. 회사는 글로벌 시장 진입 및 확장 캠페인을 시작하기 위해 조사 결과를 사용해야 했습니다.

SIS 솔루션

SIS developed a two-phase study conducting 600 completed interviews per country for each research phase. At each of the store outlets professionally trained in-store interviewers were positioned in each section of the targeted product category. Shoppers who stopped at and shopped for the targeted category were observed and their behaviors were documented. After shoppers completed their time in the section researchers intercepted them, screening them for qualifying criteria and soliciting their participation in a survey.

영향

With observational, behavioral, and product data and insight, the client gained an understanding of the PC/Tablet shopper experience in multi-vendor big box stores and other stores (shoppers will include PC/tablet purchasers and non-purchasers who were considering a PC/tablet purchase within the next 6 months).

The client also gained specific insights as to what point of sale materials and messaging influences purchase/consideration in-store for the manufacturer and its competitors. Other findings emerged on how shopper behavior varied by region to identify any regional specific needs that should be taken into consideration in the future, and insight into competitive threats/substitutes.

Focus groups and an online survey were conducted following the in-store interviews for depth of information. In addition to achieving the study objectives, other insights emerged with regard to shelf placement, POS insights, competitive analysis, pictures, observational insight, and others. The client used these insights to guide global market positioning and strategy, particularly in emerging markets.