WindowOn The Power of Packaging (Issue 24)

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We show you how to turn shoppers into buyers

The Power of Packaging

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This report is based on 12 accompanied shopping trip interviews with grocery shoppers. All were mums with children living at home with a range of ages and social grades. They were the main shopper, buying regularly from a store OTHER than the one we shopped with them in. They were frequent purchasers (once/fortnight) of laundry products, haircare and crisps. Research was conducted in September 2015

ISSUE ISSUE twentyfour twentyfour Nov2015


PUBLISHED BY: Shoppercentric EDITOR: Lisa Hutchinson DESIGN: Mike Higgs

e: We welcome ideas for future articles and reports. Guidelines on our preferred format and style are available from Lisa Hutchinson: e:

Š Shoppercentric 2015 All copyright is vested in Shoppercentric unless expressly stated otherwise. No permission is granted for reproduction, use or adaptation of the material, save as to provide for under Statute, and any such use must be accompanied by the appropriate accreditation.


WO Issue 24, November 2015

We show you how to turn shoppers into buyers.

Welcome... Trends Research...

Danielle Pinnington,

Founder & Owner, Shoppercentric

Welcome to our 24th edition of WindowOn... Christmas is heading our way and supermarket shelves are starting to fill up with extra stock, all vying for shoppers’ attention at a time when even the most committed browser wants to be in and out as quickly as possible. Let’s be honest: do you REALLY like supermarket shopping? How much do you really notice? If you were sending me shopping for your shampoo, how would you describe it to me? What would you tell me first: the brand name, the colour of the bottle, or something else?

Being seen and not heard


Break the mould but think twice about breaking the rules


You can have any colour as long as it’s...


Packaging clutter can challenge the shopper mindset

Evolution, not revolution

How colour can help and hinder shoppers

Understanding the role of packaging and how it can make the shopping trip easier is very much part of our day-job. So for this edition of WindowOn we wanted to understand if there are some broader themes and rules: how category ‘cues’ work, the complexity of breaking packaging norms and how colour can help (or hinder) shoppers.

Thought Piece One 13 When two worlds collide The challenge of reflecting brand aspirations on the shop-floor

We hope our findings provide some food for thought and if you’d like to hear more, as always, we’d be more than happy to chat.

Thought Piece Two Travelling through a terminal can be taxing all round Can we be forced to shop?


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Regular Features... Shopper Talk... The BIG Picture... The Pulse An experts own view About Shoppercentric

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By Kristen Campbell Davis

Being seen and not heard Fundamentally, packaging is the custodian of a product and at the coalface of the consumer and shopper experience. This is a packaging challenge, not only at a functional level but also at a psychological level because ‘a good pack’ has to work well in multiple environments, not least on shelf. The catch, of course, is that what works well in a dedicated TV advert may work less well on a busy, noisy, overcrowded supermarket display. So what should the pack keep in mind for success at the fixture? In a store environment packs operate in three main ways - as the vessel to care for and protect the product , as the voice to clearly and simply establish the ‘what and why’ features and benefits, and finally as the visual connection to help shoppers identify and select from the likely sea of other products jostling for airtime.


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Getting the balance right comes down to understanding not only what the product should or could say about itself but also understanding the shopper mindset. Are shoppers in the aisle replenishing or are they exploring? Do they want to see new stuff or regular stuff? Do they want to recognise the pack or look for alternatives?

If only they could all have the visual clarity and cutthrough that Herbal Essences has...

Often we see supermarket shoppers being forced into a ‘replenish’ mode because they can’t face what feels like an overwhelming, illogical or detailed search for something better. Haircare is a classic example where women enter the aisle with a flicker of ‘what could make me more beautiful?’ yet feel utterly overwhelmed at the fixture. “I think I reach for the same brand most times because I can’t face reading all that information and still not knowing which one is for me”.

Laundry, however, works more efficiently because it plays straight into the hands of shoppers who want to replenish rather than explore the range. These shoppers are skilled and heat-seeking in behaviour. They know exactly what they need and are likely to only deviate to a promotion within their brand – not to another brand. This category understands this and plays by the rules - product types are clearly segmented by the shape of the vessel, brand visuals are clear and crisp and colour allows shoppers to shortcut to their preference.

These women are crying out for a simplification and consistency of ‘voice’ to help them decode which product is right for them. If only they could all have the visual clarity and cut-through that Herbal Essences has with its strong colours and inverted pack formats - a genuine shortcut to identification for fast moving shoppers.

I don’t switch brands. I like the smell and it gets the stains out...( in the same way as ) if my tooth hurts I go to our dentist, I don’t look for a new dentist. Feature continues overleaf

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Being seen and not heard (continued from page 3) The crisp aisle operates entirely differently, with shoppers often entering the aisle with both guilt and a degree of excitement (if they ignore the guilt!) in play. Although replenishment is arguably the rational behaviour, the nature of the category is such that the discovery mode is often triggered by a new or exciting product on shelf.

How well do the packs play to this dynamic?


Well, the honest answer is it depends on the category of crisp. ‘Posh crisps’ stake their territory clearly on shelf using pack colour and imagery. Sensations is sophisticated and grown up with the black pack and real ingredients featured, whilst Tyrells is very vintage and quirky with its old style photos setting the scene for good taste and experiences. ‘Lunchbox’ crisps can feel “more like a kids’ party” shoppers said, with the riot of foil and colour which means it can be hard work to spot “my crisps”. Packs often appear to vie for attention with the same loud, primary colours, cartoon style visuals and child-friendly fonts. Not surprisingly, these pack styles can create a ‘kids party’ style headache too! Has the time come for lunchbox crisps to take a step back and learn from the posh crisps... could less be more when it comes to packaging shortcuts for shoppers?


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VESSEL Fig 1: Our 3V model





And finally, we can take our ‘3V’ approach (Fig 1) a step further when analysing the success of a pack. The vessel, visuals and voice of the pack are all bound together by understanding one key factor: knowing and exploiting the way the pack creates a shortcut for shoppers in store. The shortcut might stem from the shape of the pack, the logo, the colour of the product or even the shape of the lid. Shopping in a supermarket can feel like a session of ‘Where’s Wally?’ especially when the packs are competing for airspace through similar mechanics such as bright colours, busy fonts and messaging. A great pack can assert its presence even in the most challenging circumstances, to become a clear target for current and potential buyers.

Fairy washing up liquid knows their shortcut - it’s their logo. So rather than rely on shoppers searching for hundreds of tiny Fairy logos to locate the product, they have handed the responsibility over to their shelf ready packaging which are emblazoned with their super-sized logo. “They are easy to spot from halfway down the aisle. I don’t need to think – there it is, I get the green one every time, job done” And that’s the point really. What ‘job’ does your shopper want ‘done’ and is the pack providing that essential shopper shortcut they need in the supermarket aisle?

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By Susie Spencer

Break the mould but think twice about breaking the rules We all know that breaking category conventions can get your brand noticed. Defying established and pre-conceived principles of a category tells shoppers I’m here, I’ve arrived. It says “Hey look at me I’m not like anyone else”. But of course at the same time, shoppers have to know who you are, what you’re about, and ultimately why you are different. Breaking the mould gets you noticed, but breaking the category rules can get you overlooked. Shoppers won’t take time to get to know you if it’s not immediately obvious who you are.

When Vanish blazed into the Laundry category, it undoubtedly broke with tradition. It was bold, loud and above all pink, not a colour immediately associated with Laundry. Against the conventional colour palette of the category, not only was shelf standout ensured from the outset, but so was efficacy. Strong colour denoted a strong product, and with the support of the impactful ATL Trust Pink campaign, no one was in any doubt what it was and what it did; not least because it didn’t attempt to defy the rules by which shoppers navigate their way around the category. In Laundry, pack format very clearly denotes product format – bottles are liquids, boxes are powder, and plastic tubs are capsules.


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that’s what I need. It’s certainly clearer than Fibrology!

It’s the shortcut shoppers use to identify their brand variant and inform their consideration set. Vanish, despite its unique positioning, is in fact highly conventional when it comes to pack format, as demonstrated through range extensions. The same is not always true for other players in the market. Lenor Stoppables, Surf in a bag? What are they and what do they do? But what happens when pack format principles don’t appear to apply to a category? It’s hard to break with convention when there are no conventions to break. And when everyone is different, everyone starts to look the same, as we witnessed in Haircare. Using distinctive pack shape and colour cues shoppers can easily identify their favourite brand and / or variant of shampoo or conditioner. But go outside the familiar repertoire and it’s a different experience altogether. What should be a lovely category to shop starts to feel depressing, risky and just plain hard work. There are no pack format, colour rules or even consistent language to tap into. So shoppers will invariably stick to tried and tested, rarely venturing into the unknown, even when there’s a desire to try something new. In fact in such a complex category, differentiation can come from breaking language conventions. Located at the bottom of the shelf, a less familiar haircare brand caught the attention of one of our shoppers purely through the simplicity of message, quite distinct from “jargon” or complex terminology.

Knowing who you want to be and the role you want to play is critical in identifying which traditions to break with. The Deli range from Walkers stands out from the crowd in the crisp aisle, not because it’s bigger and bolder than others, but because it’s not. The lack of colour, along with distinctive shape set the range apart. It denotes something special, something grown up “it’s not even called a crisp”. But that said it sticks to the conventions of colour and flavour...


means cheese, I stay well clear of that.

So when a brand arrives in an overcrowded and noisy shopping aisle, it undoubtedly has to visually convey a point of difference to achieve any degree of standout. Yet at the same time, it also has to be mindful of the rules that guide shoppers to quickly locate, consider and select a product within that category.

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thebigpicture By Lisa Hutchinson

Muddy Boots is a truly modern meat company. This independent meat supplier started supplying meat to their local Waitrose shops in 2010. Well earnt success meant they could open their first shop in Crouch End, London last year offering quality convenience meats and open 9am-10pm 7 days a week.

Our packaging design is basically our advertising spend. It has been our biggest investment from the start, quite simply because we’re fortunate to be on the shelves of Waitrose and want to stand out. Miranda Ballard (Co-Founder)

Muddy Boots produce is now sold in 140 Waitrose stores, listed in Ocado and offers a click and collect service from their north London shop, not to mention the cookbooks that co-founder Miranda Ballard has published about creating your own gourmet burgers and sliders (mini burgers don’t you know!)


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By Claire Pearson

You can have any colour as long as it’s... We may be familiar with the semiotic cues of certain colours, but is there a more fundamental role for colour to play in making shoppers lives easier? After all, we continue to hear the majority of our supermarket shoppers claiming “I just want to be in and out as quickly as possible”. Can the colour of packaging combine to showcase the category values, the brand AND allow the shoppers to differentiate between products? We have seen how before shoppers make it into the aisle, the over-arching colour of the products within it is sending a message. It is not only about what’s in it, but it sets the mood for shopping there. The laundry aisle is about cleanliness, freshness and order, conveyed by quite simple packaging both in terms of shapes and colours - predominantly whites and blues. These colour schemes are how many shoppers locate what they want to buy. With most navigational signage way above the shopper’s eyeline, the category colour scheme is a powerful beacon in helping shoppers find the right aisle.


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Once shoppers are in the aisle, most just want to find their product as quickly as possible, so familiarity with the colour of their product allows them to reject large swathes of the aisle. In Laundry, where shoppers tend to stick to a narrow repertoire of trusted brands, Fairy, Ariel and Persil liquid buyers can head straight to the “white bottles section”. And it’s not just about walking past blue or red boxes, this even means shoppers of ‘white bottles’ tend not see the brightly-coloured bottles that are immediately adjacent. To them, a white bottle means it’s natural (“it won’t take my child’s skin off”), it’s liquid (“it’s not powder”) and most importantly, “it’s mine”.

Shopper Talk... Real words from the high street. Brought to you from the keen ears of the Shoppercentric team...

So pack colour can make it easier for shoppers to find their category and brand, but what about identifying the right variant? In the emotionally-charged world of haircare, there are some wildly different approaches to how variants are distinguished, from the more uniform design but quite text-heavy approach of Aussie to the simplicity of the Garnier and L’Oreal rainbows. In other words, Aussie keeps the BRAND block simple and impactful with its white bottles, but distinguishing between the different Aussie variants can be a challenge. For shoppers who aren’t familiar with the range, their confusion can mean they reject the whole brand. L’Oreal’s and Garnier’s different colours means a less impactful brand block, but a far greater standout of the different variants, allowing one of our shoppers who had seen a TV advert for L’Oreal ‘Fibrology’ to find “the turquoise one” with no recollection of what the product was called. If we made shampoos, we know which route we’d go down. Problems arise when there IS no clear differentiation between variants. One shopper said that trying to buy her particular variant of Pantene made her feel “depressed” as she’d have to read the writing on all the different bottles to make sure she’d got the right one; she couldn’t distinguish the variants any other way.

I always look at the end of the aisles but I’d always go down the main aisle too to make sure I was getting a good deal It’s nice and colourful (POS) but I’m not really one to read things while I’m shopping I love Wilkos. I can spend ages in there and nearly always buy something I don’t really need On the 5p bag charge ‘Why don’t we have paper bags like they do in the US? Does anyone else look at packaging and think “what can I make out of that?!” Sometimes I think there is too much choice – it’s more of a chore when there’s too much to choose from.

Feature continues overleaf

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You can have any colour as long as it’s... Our research also highlighted the confusion caused when the colours used to denote variants aren’t consistent across brands, or when they’re so consistent it’s hard to differentiate the brands. Red was generally being used to denote ‘colour protect’ in shampoos – except in some shampoos it denotes ‘colour enhance’. And no, we’re not entirely sure if there is a difference either. Then there are some brands whose variants look so similar to those of other brands that products are being put in the wrong place on shelves: if the store staff are confused, shoppers certainly will be. Finally, it wouldn’t be an article about colour without a fleeting mention of semiotics: of course shoppers are making assumptions about products based on the colour of the packaging; colour isn’t just about navigation. Whilst L’Oreal Elvive’s range of coloured bottles makes it easy to spot “mine, the orange one”, the combined effect can lead shoppers to think they must contain lots of chemicals, on the basis that white/beige are “natural”. Similarly in crisps, brighter coloured, shiny packs are often perceived to be gimmicky or aimed at children, whilst the more muted or sophisticated colours of Walkers Sensations, Deli and Kettle Chips are seen to be more aspirational and grown-up.

You can even spot that in the shower with shampoo in your eyes.


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So who is really working colour? Our shoppers were unequivocal: Tresemme. The simplicity of “black = shampoo, white = conditioner”, helped by a substantial, striped brand block and a fairly unique bottle shape was seen as the ultimate in ease of shop. As one shopper put it “you can even spot that in the shower with shampoo in your eyes.”

Save the ink? Beware, if the message isn’t understood on the pack the first time, it’s not going to be any clearer printed on a shelf ready pack (SRP) the second time round. Lenor Unstoppables are perplexing shoppers with their ’12 weeks of freshness’ claim on both pack and SRP sounds good until shoppers think again. As one mum said, “I’d like to think I’d wash my clothes more often than that anyway”. If you want to maximise SRP’s it may be that navigation is a stronger lever than communication? After all, shoppers’ eyes are fixed on the pack to decode the aisle with SRP’s perhaps having a more peripheral share of the eye as a zoning device.

Front to back or back to front? It’s obvious, but a strong pack front tells it story simply and clearly without having to read the back of the pack. Think of it this way ...if the front of the pack is the CV then the back of the pack is the job interview. Ever read a CV that’s too long or ill conceived? Then you’ll appreciate a cluttered pack front communicates less not more. Shoppers are happy and willing to turn the pack over if they want to know more. Trust that they will do this. Avoid putting every piece of information on the front if it doesn’t help secure that initial ‘job interview’. Critically, be brave and use the back of pack for building confidence and reassurance... it’s evidence after all, so shoppers know they’ve given the right ‘job’ to the right product on the day.

THOUGHT PIECE ONE Written by Claire Pearson

When two worlds collide With many of the retailers’ autumn trading updates talking about the importance of the shopping experience, doing the right thing for the shopper is rightly seen as the key to sales growth. But can the shopping experience ever live up to the hype?

It’s a fair assumption that business strategies and advertising sound-bites are ultimately about ensuring the health and growth of the company. The problem is, it’s often nearimpossible to showcase these aspirations on the shop-floor, not least when you have hundreds of shop-floors, all of different sizes and varying quality. Most retailers’ TV adverts rightly create a very aspirational image, yet I rarely feel this when I walk into my local branch. But I’m talking about MY branches. There may well be excellent stores which do capture the desired essence of the brand, but my opinions are formed by my local stores, not by newer, better, larger or flagship branches. Tesco’s ‘Every Little Helps’ slogan can seem quite far removed from the average shopping trip. Even though Tesco is ploughing money into lowering prices and improving customer service, store closures, range reduction, new Click and Collect charges and the stream

of bad press can take the shine off the best intentions for shoppers. The difficulty of consistent messaging isn’t unique to retailers, it’s also a real challenge for brands. We are fortunate to see first-hand the reactions of shoppers to products in store (generally ‘underwhelmed’), and it’s usually a long way from what brand marketers, advertisers and products developers are trying to achieve.

So what’s the answer? Of course we would say this, but understanding shoppers’ needs, expectations and the shopping experience is a great start. And it appears this is catching on, with John Lewis, Asda and Tesco among others tweaking Marketing responsibilities to include Customer Experience. With the retail world rightly talking ‘omnishopper’, it’s important to remember that this must also mean the thorny task of trying to bridge that gap between brand aspirations and the shop-floor.

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THOUGHT PIECE TWO Written by Penny Ericson

Travelling through a terminal can be taxing all round I travelled from Heathrow to Edinburgh on a Virgin Little Red flight recently (very sadly on its last week of operations – but that’s another story!). Its usual hub, T1, was closed for refurbishment, so my journey took me via T2, recently reopened and a destination I haven’t visited for a few years. The journey with my electronic ticket went smoothly and I emerged into the bright lights of the redesigned departure lounge. Instantly, I was reminded of T5 (it feels like a carbon copy of it). In my time-pressured day-to-day life, I rarely get an opportunity for a browse around the shops, but here I had an hour or so to kill which usually means an impulse buy waiting to strike. Unfortunately the shops appear to be geared towards a luxury brand shopper... oh dear, if only that included the rest of us too! Then on my return trip through Edinburgh, which has also been recently renovated, I was met with an even bigger shopper issue. Here, en route to security, travellers are shepherded through multiple eating establishments only to find an even more extensive compulsory walk through duty free after the usual stresses and strains of the of the x-ray machine. It was one long, lean, laborious zig-zag with no alternative route or ability to opt out. It reminded me of a certain Swedish store. Is this really the future of travel?


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Is this herding approach a winner? In its current form I would suggest not. It would seem terminal stores feel that forcing exposure to duty free will create shoppers out of travellers. But this is the antithesis of what shoppers need when travelling? Yes they may be open to impulse, but creating a conveyor belt experience is likely to dampen spirits especially if shoppers are not able to ‘step off the conveyor’ to genuinely consider and buy. This environment should be about leisurely browsing and finding something that is just asking to be bought on impulse. The luxury brands DO make it more accessible for the traveller/shopper. But isn’t there a missed opportunity here for the rest of us? Yes, we might love to window shop the prestigious brands but that impulse buy isn’t really satisfied until there’s a duty free bag in my hand... ideally from a less pricey destination.










Photo taken by Andrew Ericson

Family Day Out Shoppercentric enjoyed a fabulous day out to Blenheim Palace in the gorgeous September sun. We all enjoyed a delicious picnic from Hampers Food and wine Company, got lost in the Marlborough Hedge Maze and filled half the train from Pleasure Gardens to the Palace with excited, noisy children!

Birmingham New Street September 2015 saw Birmingham launch its new premium shopping and dining at Grand Central. Its architecture, quality line up of shops including one of the largest John Lewis’s in the UK plus local independents like menswear brand Steel and Jelly make for an excellent shopping trip. Christmas shopping anyone?

Pop Up Stores Pop up shops have become increasingly popular in the UK and the industry is expected to grow further over the next year. It is a great way for new startup companies to introduce and publicise a brand. Sarah, a rep for Swedish clothing company me&i arranged a pop up independently for one day to increase sales. She advertised through flyers, word of mouth and facebook groups and it was so successful she is planning another one in December. Abigail Freeman, Director of Projects at We are Pop up says: “We Are Pop Up connects brands with spaces, enabling

brands to find and book a prime retail site in minutes. The leading short term retail marketplace in Europe, their open, flexible and fast system is not only better for brands, spaces, and consumers but is also helping to maintain sustainable independent shops. Since 2013, customers have launched over 1,000 pop-up shops across London, the UK and Europe. The spaces on We Are Pop Up range in price from £2 a day for a shared shop, to £150 a day for a full shop, to over £1,000 a day for large unique venues.”

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An Experts Own View Name: Guy Vaughan Job Title: Director, Grounded

are the key lessons that the Q What manufacturers can learn when

themes are you seeing in Q What packaging innovation?

The work we have done with our clients has helped us to establish a broad set of principles affecting:

One person households and appropriate sizing to meet needs is an ever evolving question between brands and their retail partners. Also, the effects of charging for carrier bags have yet to be fully seen.

designing packaging?

1 Standout

There are plenty of others:

2 Simplicity 3 Triggering of emotional engagement 4 Use of iconic advantage 5 “Less is more” approach (but knowing what these limits are and how to execute effectively) 6 Considerations that all packaging “faces” and what tasks they need to do to drive conversion 7 Simple material formats of tin v. glass v. tetra for the same product may generate significant attitude changes in shopper behaviour (e.g. from a freshness/storage perspective)

1 Less of it: reduction in packaging materials – thinner, stronger design, lighter, simpler and space-saving packaging – e.g. growth of square cartons for drinks. 2 Packaging closer to manufacture: less empty cartons carried in lorries. 3 Smart packaging: more use of RFID technology for electronic tagging, tracking of stock, as cost of RFID tags falls.

sorts of questions or research challenges do your clients put to you Q What around packaging?

4 More environmentally friendly packaging: easier recycling of packaging, higher percentage recycled materials in new packaging, less use of solvent-based inks for printing and biodegradable packaging e.g. plastics made from starch, more use of cardboard.

Packaging research is often overlooked from the in store perspective and just investigated in a “vacuum”. The challenges clients are faced with may involve combinations of marketing, insight and category involvement and the ownership of the outcomes:

5 Customer Returns packaging: improvement in re-seal pouches to keep pace with huge growth of online ordering of e.g. clothes where customers often order several sizes to try on, returning most goods ordered.

1 How easy do shoppers find it to identify our product (are we just brand and/or Category beacon?)

your view, what will be the key issues packaging in the future? Q Inaround

2 Do shoppers understand quickly enough our description of “what we are” 3 Does our packaging differentiate enough? 4 Does our branding work and within our category/aisle? 5 Is our copy the right length e.g. short enough/ say what’s inside it/what it does/how to use 6 Have we the right size(s) available 7 How to harmonise all the above to work together

Our clients point to a number of different factors on with which they are focused for future packaging, particularly recyclability, reusability/recovery and concentrate formulations. Online shopping balanced with instore opportunities and standardisation of packaging in order to optimise both channel formats is also a difficult area of the packaging contest. These goals are being played out against a background of an extended recession where price remains key. The winners coming through from this will be the organisations that continue to invest in R&D and have the knowledge and insight at their fingertips.


WO Issue 24, November 2015

We show you how to turn shoppers into buyers

Shopper Insight... We work with the widest range of methodologies available; qualitative and quantitative, traditional and technological, pre-store and in-store. It’s our experience that allows us to pick the most appropriate methodologies to answer each brief. We work as interactively as possible with our clients, so regularly workshop our results with a wide client team to turn our insights into action streams. Whether the brief is about shopper behaviour or promotions strategies, fixture layout or range evaluations – our ambition is always to help our clients deliver bottom line growth.

Client Training... We design tailor made, interactive training sessions to deepen understanding of shopper insight. We use a variety of theory and practical exercises to really engage clients in how shoppers think right through the shopper journey. We explore a full breadth of key research techniques, where and how they are best used and how to best apply real shopper insight within the business.

Trends Research... We are proud to lead the way in Shopper Insight in the UK. We are continually conducting our own trends research on current industry related issues and are very happy to be able to share our findings and opinions at We are also invited to speak at a number of leading industry conferences each year. If you have recently seen us at an event, you can download our speaker charts from the website too.

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