WindowOn Spotlight on POS (Issue 26)

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Spotlight on POS

Produced in conjunction with

This 26th edition of WindowOn is based on: Desk research 10 pre-recruited shopper-agents – keeping an eye out for interesting / annoying communication in-store for a typical shopping week 88 online interviews among brand owners and design agencies involved in the commissioning or design of POS

Our thanks to IPM for their considerable input and support with this report.

ISSUE ISSUE twentysix twentysix June2016


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.


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We show you how to turn shoppers into buyers.


Trends Research... A perfect storm or a passing shower?


POS needs to be adapting and targeting new needs

Danielle Pinnington,

Founder & Owner, Shoppercentric

Welcome to our 26th edition of WindowOn WindowOn... With each edition we look at trends relating to shopper attitudes and behaviour, in order to help businesses like you consider a different perspective to the potential challenges you are facing. This time we’ve collaborated with the team at the IPM in order to cast a light on POS. This can seem such an easy tool to grab from the Shopper Marketing toolkit – in fact sometimes our grocery mults have been so awash with POS it can be hard to see the products on shelf! Yet as is so often the case with marketing within retail environments things are not as easy as they seem, and it felt to us that POS was at a pivotal moment. So, we hope you enjoy the read, and it either helps answer some of your own questions or raises questions that take your thinking on POS forward.

Define then Design


POS needs to have a clear focus

The rules of thumb for successful POS


What does POS need for a sense of purpose?

Thinking beyond the cardboard: strong POS triggers multiple senses


Shopper reactions to POS

Special Report:

New Technology


Digital developments in POS



Thought Piece One This person called Consumer Shopper Shopper insight has never been more challenging


Thought Piece Two 16 Finding THE prom dress – GenZ-style How to avoid the same outfits at the school prom

Regular Features... Shopper Talk... The BIG Picture... The Gossip A View from the High Street...

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7 10 18 19



By Danielle Pinnington

A perfect storm or a passing shower? With UK retail in a period of rapid change it is not surprising that all manner of traditional approaches are being called in to question. The impact of e-commerce continues to play out, whilst m-commerce has yet to truly change the dynamics of retailing, as it surely will. On top of this the Discounters have triggered a huge shift in mainstream retail thinking, and shoppers themselves are driving considerable change as they switch from structured shopping routines to flex their shopping around their busy lives. This is the context in which Point of Sale (POS) now has to operate, and as so much of our work is spent in-store, and discussing shopper marketing with our clients we felt it was time to take a closer look at this tool – both from an industry and a shopper perspective. What has emerged is a picture that could be considered to show POS caught in a perfect storm:

Fig.1 Frequency of usage of POS – % Most frequent usage To highlight a promotion To help product/brand/category standout To help shoppers navigate at fixture To highlight NPD To educate shoppers To achieve solutions adjacencies To share information about product/brand/category


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Total (88) 55 19

11 8 3 2 1

Mainstream retailers are moving to EDLP and 54% of shoppers prefer EDLP to Hi-Lo (source: WindowOn Shopper Stock Take 2016)

In their efforts to meet the online challenge, retailers are taking more control of their environments

POS struggles to provide clear ROI evidence to protect spending when budgets are being squeezed

55% of businesses say they use POS most often to signal promotional activity, and a move away from Hi-Lo will surely restrict this particular use of POS

55% of businesses using POS say difficulties persuading retailers to adopt branded POS is restricting spending

48% of brand owners expect spending on POS to decrease in the next 12 months

Clearly things are getting difficult but let’s think of each challenge as an opportunity. At a time when shoppers are looking for better in-store experiences from the retail environments they choose to visit, POS needs to be adapting and targeting these new needs by stretching into areas not commonly utilised before now (see fig 1): Of course POS should be driving sales, but just as there are many ways to skin a cat, so there are many ways to encourage shoppers to do something different in-store. An easy shopping experience which helps the shopper find what they want quickly can actually ‘buy’ extra browsing time. Equally, positive disruption can remind shoppers of things they’d forgotten to add to their shopping list or had not

33% of businesses say lack of proven/measured ROI is restricting spending on POS

considered. If we include these opportunities in the planning process, then perhaps the POS solution will be more creative – and more aligned to both shopper and retailer needs. Shoppers tell us that they do appreciate and act on good POS, so it is worth it. But is it time to look at it through the shopper lens in order to produce more current and relevant POS? It seems to us that there are three key shopper needs POS can target – as shown in fig 2: By differentiating between these three POS roles it is possible to better distinguishing the different opportunities to influence shoppers. As a result, each POS campaign can find the right focus for the client strategy and therefore maximise the potential.

Fig.2 Navigation/ Orientation

Consideration/ Temptation

l Find the category l Find relevant products

l Awareness l Standout l Ambience

l Offer l Information

Ease of Shop

Positive disruption



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By Kristen Campbell Davis

DeďŹ ne then Design If we believe that POS spending is in decline, then it becomes even more important to ensure that what is spent is spent well. Amongst our business respondents who were involved in designing or commissioning POS campaigns a number of key frustrations were expressed (see fig 1). Fig.1 Dilemmas when planning POS

% (Total 88)

Retailer restrictions


Cost vs budget

47 45

Poor compliance Difficulties agreeing simple issues Lack of info on shopper behaviour need to change Lack of clarity of desired impact on shopper behaviour

30 28 26

Tight timeframes Lack of focus in agency proposal

Flexing one campaign to fit different channels/formats


Internal stakeholder expectations too high Lack of audience insight

20 19

Industry pressures eg. anti-obesity



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41 36

Whilst logistics are an ever-present frustration, it was also clear that agencies and brands alike struggle with the lack of clarity around what exactly the POS is required to achieve or how to keep the message simple.

POS can help this process, especially in supermarkets, where time is precious and products have often already been ‘bought’ mentally but need to be located physically. POS can also help ‘fire up’ the shopper, moving them from a passive glance to an active purchase.

With budgets the way they are most POS campaigns won’t have the luxury of bespoke research to help bring the desired clarity, so what do we know about the dynamics of shopping that could help frame the POS context?

All too often, however, POS is used as a sticking plaster for pack or category shortfalls with little reference to the shopper needs or product search requirements. POS can do more than just compensate for pack shortfalls though – it can elevate great products and brands above their usual status or remind or inform shoppers of the key reason they should consider the product above and beyond others.

Shoppers don’t make such instant decisions as it might appear when observing them in-store. A lot of purchases involve making sense of the fixtures and merchandise put in front of them, exploring what’s relevant and what’s not as they repeatedly eliminate, refocus and then target. And don’t forget, many shoppers have in fact made their decision well before they reach the fixture.

Shoppers do appreciate POS that has a real sense of purpose. The group of shoppers we asked to keep an eye out for interesting materials in-store shared some great examples with us, and recognised the different roles that these materials were playing (see fig 2).


Navigation – Ease of Shop The display was clean and tidy and the poster above let me look through the jeans quickly to find what I was looking for.

Consideration / Temptation – Positive Disruption I was wowed with this product in the right place at the right time. I bought it instantly. They were selling this where the fruit and veg are – spot on.

Conversion – Confirmation Clever wording. You think you’re getting a massive bargain but it is only a small saving.

...feature continies on page 7

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Special report

New technology When discussing the role of POS in-store it would be foolhardy to ignore the potential impact of digital developments. Digital has the potential to create a step change in our retail spaces, but is still in its infancy, so we asked 88 business respondents which new technologies they felt would be most impactful on campaign effectiveness and customer engagement in the future. Interactive displays and mobile / one touch payments were felt to be the most impactful new technologies, but they are not alone with a variety of opportunities emerging. It seems there is a lot of potential to shake things up for shoppers, retailers and brands alike. Most impactful new technologies Interactive displays Mobile / one touch payments Eye tracking Automated audience measurement iBeacons RFID / connected displays Virtual reality Augmented reality Hologram displays

% Total (88) 61 55 40 39 33 24 17 10 7

Brand manufacturers were more likely to pick up on VR and AR than Agency respondents, which shows their interest in opportunities to bring their brand to life in-store. Agencies were more interested in interactive displays, mobile and audience measurement – tools could make their tasks easier, through better compliance or greater understanding of their target market or ROI of campaigns. That said, it is interesting that a number of these ‘new technologies’ are not particularly new. Interactive displays, eye tracking, RFID, and AR have been around for some time now. So has their real potential been overlooked until now? From our experience, we would suggest that new technology’s biggest barrier is the promised potential. All too often we see digital ‘solutions’ being placed in-store just because they exist, because they promise so much or because competitive retailers are using it. As with any material placed in-store, if it doesn’t have a role from the shopper perspective it won’t be noticed or used, and it becomes yet more wallpaper for the shopper to overlook. For any of these technologies to really make an impact in-store and on shopper behaviour they have


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to be anchored around shopper needs – if they don’t target or meet a need then they simply won’t be used. So before leaping into a costly new technology campaign we would suggest asking the following questions to help make the difference between a dynamic addition to the retail environment vs more wallpaper:


What is the shopper issue that this new technology is trying to resolve? If you don’t know then how do you know this technology is ‘needed’ by shoppers? What point in the purchase process can this new technology really add value? If you don’t know then how can you be sure you will interact with shoppers at all / at the right time? What are you planning on communicating with shoppers? Sense check which tool will be the most appropriate – don’t assume any will do

Just because you can, doesn’t mean you should – ground your new technology plans in shopper needs, and avoid costly mistakes.

...continued from page 5 Define then Design... To really hit the spot a POS campaign should have a clear focus on the shopper behaviour it needs to change or encourage, and should reflect how different environments might impact on that. If you don’t have shopper research to rely on, then the answers to these questions will help point you in the right direction: What is the shopper mission/mode in this category/channel? l Destination or convenience? l Grab and go or browsing? l Familiarity first and foremost?

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

That’s the trouble with these 3 for 2’s, now I need a basket. I only came in for one thing, and look how much stuff I’ve bought!

How much do shoppers know about this category/will they know what will suit them?

I go to Lidl every week to see what the weekly specials are ... I like (their promotions) because they are simple, easy and straightforward to shop, just like Lidl itself.

l Is it frequently shopped? l Do shoppers need reminding/educating?

M&S: On using ‘real’ women...

Is the category logically laid out? l Do shoppers need navigational support?

Is it a technical category where details matter? l Do shoppers need reassurance or guidance? l Are shoppers look for technical

terminology? Are there key visual cues for the category? l Pack formats/colours/materials

What are you allowed to do in the environments you plan to target? l Retailer rules/issues

By asking questions like these up front there is greater likelihood that the mists will clear, clarity will be achieved, and the creative juices can flow with a real sense of purpose.

I really like the size of the women used in the jeans... they were all different shapes and very real to look at. I think the way ahead is buying from farmers markets etc. It means you know the prices are fair and are going straight to the producer, obviously not possible for everything but for many things this can work. I try to buy what I know I will use so that there is no wastage. It’s not about cheapest, it’s about value for money. No point buying cheap if the quality is dreadfulthat’s really not cost effective.

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By Sharon Hodgson

The rules of thumb for successful POS If POS is to successfully make roles beyond promotions a more mainstream purpose, then it also needs to be smarter, because navigational or disruptive POS can’t rely on a great price to attract attention. What makes a successful POS campaign can be very difficult to define, not least because what on paper has the makings to be a great campaign can be scuppered by poor compliance or competitive activity. That said, the design agencies and brands we spoke to agreed on a number of factors that support success as shown in the table below:

Factors making a successful POS campaign

% Total (88)


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using lots of mechanics


integration with digital


lack of competitive pos


great content


through the line content



right mechanic


standout visual

67 right place of fixture


simple message


matching content to shopper needs



And the kinds of examples that design agencies and brands shared with us as examples of success had a degree of consistency with several respondents picking out Ferrero Rocher seasonal displays, and Nestle’s recent use of projection:

The shoppers we spoke to agreed that POS has to have a clear sense of purpose, because if that is lacking then they will glance over it and see it as yet more wallpaper that is of no consequence to them:

The ‘healthy range’ sign

next to the frozen pieces really did make me laugh. As far as I’m aware there is nothing that healthy about a frozen pizza!

The rules of thumb for successful POS: Keep it simple Keep it clear l Clear boundaries - What does

the message apply to/where on shelf/which products l Transparency of message Points for impact, for getting it agreed, and sheer executional complexity to implement

No exceptions, catches, strings attached l Hierarchy of message

Keep it focused l Know the purpose –

navigation/disruption/confirmation? l Be relevant –

fit with shopper priorities/category values l Use/create shortcuts –

Visuals; colour coding Get the right tone l Affinity – show you know your

audience and their needs Great stopping power 41% uplift

l Warmth - Use tone of voice to build

connections beyond words or images

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thebigpicture By Lisa Hutchinson

If you love your cups of tea and like me have a varied range in your kitchen cupboard then a visit to T2 tea is a must. The Australian tea specialist T2 is celebrating 20 years of tea this year. They opened their first London store in Shoreditch in 2014 and now have 12 stores throughout the UK. T2’s stores sell a wonderful range of tea blends from breakfast tea to all kinds of Chai, herbal and Rooibos tea. If you are looking for any type of teaware then T2 has more than you could possibly need!

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By Penny Ericson

Thinking beyond the cardboard: strong POS triggers multiple senses In this final article we wanted to share our shoppers’ reactions to POS that was part of something bigger. We’ve all known for a long time that people make buying decisions based on both conscious and unconscious processes; in fact shopping is very much a three dimensional experience with people often seeing, reading and feeling their way to a final purchase. So if shopping is a multi-sense experience then why do shoppers often tell us that conventional POS is so often a singlesense let-down relying on little more than our ability to read or register a familiar colour on a slice of cardboard? Interestingly, if we take a step back and look at the role of POS within the context of a fixture, shoppers report a very blurred line between traditional POS (words on cardboard that inform and advertise) and other features at the fixture that help products find their way into the proverbial basket. From the shoppers’ perspective positive interruption is not just about POS, and may include anything from changes in visual or actual texture, lighting, format, product position, product range, product arrangement and contrast and category or brand theatre. Of course merchandising is not


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in the remit of most brands, so the point is that a strong POS strategy takes a wider view (beyond the cardboard) and ideally exploits existing interruptions at fixture or creates new ones to funnel shoppers towards the intended product. Of course, it’s easy for retailers who are also the brand owners to create eye catching displays. Just look at what our shoppers spotted such was the artisan Starbucks filter coffee display, the eye-popping Easter aisle in Morrisons, and Waitrose market stall departure for added freshness cues.

This is by far the sweetest display I have seen. My friend and I were with her little girl and she ran towards this!

I loved this fruit and veg display. Instead of having fruit and veg in boxes and things as you would see in a Tesco they displayed all the items in wicker baskets which made the products more appealing. The way the fruit was stacked as well I feel is a great marketing tool.

At the beginning of our first article we talked about how retailers are taking more control of their environments. This isn’t because they are on some big power trip, it is about shaping better environments that keep shoppers instore as opposed to allowing them to escape online. Bricks and mortar retailers recognise that to survive they need to create stores that shoppers enjoy visiting. There is no reason why branded POS can’t be a valuable part of this re-assessment of the retail space. Beacon brands could advocate the use of POS to enhance their beacon impact as a navigation

tool, or brands could work with the retailer to deliver category solutions that create positive ambience and shop-able fixtures in-store.

There is much to be optimistic about if the challenges facing POS are treated as opportunities.

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This person called Consumer Shopper When Shoppercentric was set up in 2004 the role of shopper insight was only just emerging from the discipline of category management. Shopper marketing was something only a small number of the most enlightened manufacturers talked about. And so there was a real need to distinguish between Me As Consumer and Me As Shopper. Without this differentiation, manufacturers were struggling to get to grips with how to effectively target shopper needs as well as consumer needs.


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THOUGHT PIECE ONE Written by Danielle Pinnington

12 years later here at Shoppercentric we firmly believe that this differentiation is too limiting. Have businesses created different silos, rather than appreciating the complex relationship between the Consumer and Shopper entities within us? For example, in today’s increasingly connected world – with so much resource and information at our fingertips, and with the ability to embark on (and, let’s face it, complete) a purchase journey without leaving the sofa – we morph from consumer to shopper mode and back again almost at lightning speed. Generation Z potentially offer us an extreme example of this: One of our team was sharing the story of how her daughter loves watching make-up Vloggers, so was almost constantly on YouTube catching up on the latest make-up techniques. Strictly speaking this 14 year old is in Consumer-mode when looking at how to get great looks, yet if a Vlogger talks about a product she’s not heard of before it can, and has, triggered her to immediately switch to shopper-mode if she thinks that product could be of value to her. In addition, whether in consumer or shopper mode – we are all still human, and subject to our intrinsic instincts, needs and biases – whether we like to believe it or not! So, when a premium beer brand changed from a curved to a hexagonal bottle neck-shape – it’s sales soared: men are influenced by their need to affirm their masculinity, it seems, and of course, angles are far more masculine than curves! Is this a shopper or a consumer issue? It almost doesn’t matter! What matters is that this seemingly innocuous design adjustment changed behaviour at the point of purchase by targeting a basic human need.

Finally, there are those business disciplines such as innovation and pack design which have traditionally fallen under the remit of the consumer insight teams which, in our opinion should also be subject to shopper insight implications as well. If it doesn’t get bought – it won’t get used as the old adage goes... but likewise, if it doesn’t get used, it won’t be bought again. A new pack has to successfully convey the brand promise, and be functionally usable – but it also needs to stand up for itself on shelf, and communicate the promise in a way that attracts the attention of a shopper who may be more interested in the promotion on the next product along. All this has huge implications for brand manufacturers. Do typical internal structures, where brand marketing sits on one floor and trade marketing on another, reflect the changing true dynamic of the Consumer/ Shopper? Should the Shopper Insight Manager still report into the trade team (which is often, but not always, the case)? Why do Brand Managers so often feel that shopper insight debriefs aren’t relevant to them? And why do Shopper Marketers often not fully engage with consumer insights? We have always been of the opinion that to really understand shoppers we also need to understand their context – how they consume the category we are researching; who else in the household they buy for; the role of that category and the brand in their lives etc. What we are finding now is that we need to be more sensitive to the interplay between Consumermode and Shopper-mode – in terms of how we construct our surveys, our samples, our questionnaires and our analysis. Shopper insight has never been more challenging, nor more fun!

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THOUGHT PIECE TWO Written by Evie Brien

Finding the prom dress GenZ-style If you have a 16 year old daughter in your house you’ll understand how stressy prom dress shopping can be – if you don’t, then trust me, it isn’t fun. This is the story of how we went about it, to keep the stress levels for our parents to the minimum. Although our prom isn’t until the end of June, ‘shopping’ actually began almost on our first day back after the summer holidays. The girls on our school Prom Committee launched a Facebook page called ‘Bitch don’t steal my dress’, to which all 90 odd girls in Year 11 were invited. You grown ups might hate the name, but it had a very clear purpose – to avoid any risk of clashing outfits and catfights at the Prom door. The idea was that everyone could post on the page the dresses they liked which would mean no one else could buy that dress until they had decided. I don’t know where the FB idea came from, the first I saw anything like it was when chatting to a friend who was in year 11 when I was in year 10. We were talking about her upcoming prom and she excitedly showed me her Facebook page, with a different but


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equally amusing name, and we scrolled through the whole page admiring (or not!) and rating each dress. This time it’s my year, and it’s been great entertainment to see the changing range of dresses, styles... and some rather large budgets!!! To find our dresses most of us initially researched online: looking at a ton of different websites ranging from high street names to online sites, even those dodgy American websites with “made to measure” dresses which are notorious for never fitting. A few friends got inspiration online and then went out to the shops to try them on, but I found sticking to online made it easier to browse and dip in and out of whenever the mood took me. Besides, my mum hates shopping, so endless trips to shops weren’t going to work!

I found the perfect dress around Christmas on the House of Fraser website, and got loads of likes on the FB page when I posted it as an option – but it went out of stock just as I decided to go for it. Try as I might, even trying an online chat with the brand, I couldn’t get it in my size. So it wasn’t until Easter that I found one I liked as much. In fact, I found it in a shop I never even thought to look at for a prom dress: Abercrombie and Fitch. I actually saw their advert for evening dresses on Facebook and followed the link to find and order my prom dress! Quite a lot of girls in my year took a bulk order approach in which they would order as many as 7 dresses from one or several websites, Asos was a popular choice for its wide range of brands and styles, to then try on at home and have more time to decide and compare than in a shop with sometimes fewer guaranteed options.

My best friend ordered 5 dresses from Asos one weekend and snapchatted me with pictures of them all. Then, the following weekend, after showing her Mum and deciding on the top 2 options, she invited two of us to her house after school to help her decide what she should keep. It was like being in a shop at her house and I even tried one of them on myself! Eventually we decided on a favourite and she sent the rest back. So, from the looks of the infamous FB page everyone now has their dress. There won’t be any clashes, nor any Bridget Jones moments of turning up in ‘the wrong’ outfit. Instead we can relax and enjoy celebrating getting through Prom dress shopping and our GCSEs just about in one piece!

Evie Brien WO Issue 26, June 2016


Compiled, conjured up & cobbled together by Lisa Hutchinson

There has been quite a lot going on in the Shoppercentric fa mily over the last couple of months so thought we would share some events! Adrian’s Hockey award

Martha at the RSC Sharon’s daughter Martha had the amazing opportunity to be part of ‘A Midsummer Night’s Dream: A Play for the Nation’. It is a special touring production by the RSC (starting in Stratford) to celebrate the 400th year of Shakespeare’s death. It’s a collaboration between professional actors (most of the cast), local amateur drama groups (who play ‘the mechanicals’) and children from local schools who play Titania’s fairies. www. about-the-play

Penny’s son Adrian was awarded the Wally Howe Fair Play award for the U10s at Eastcote Hockey Club. He was chosen as the recipient as acknowledgement of the contribution he made to the U10s team by becoming their goalkeeper for all their key tournaments. In their final tournament, The Rover Oxford Hockey Festival, he stepped in as goalkeeper for both the U10s A and B teams, helping to take the B team to the semi-finals and facing a penalty shoot-out! Isle of Wight Action Challenge Over the May Bank Holiday weekend Lisa’s husband Brett was one of 1,400 who took part in the 106km event along the beautiful coast of The Isle of Wight. Participants were able to walk, jog or run the route. For some they walked through the night to complete the challenge. Brett took on the run and completed it in 13hrs 49mins. It was exhausting just trying to spectate!

Year End Afternoon Tea For our year-end treat we enjoyed a wonderful afternoon tea at the Palm Court. The service was excellent, the sandwiches and scones were delicious and the cakes were exquisitely designed. An afternoon of luxury at the beautiful Victorian Langham Hotel!


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An Independent Retailer Perspective

A View from the High Street By Vicki Templar, owner of

The Green Lady Herbal Apothecary which lends itself to the store environment. I opened on the High street in Bruton, also sell cards made by a local artist, slate planters made by a local pensioner, Somerset a year ago. It was cloth bags from the Greener quite a step for me to do this Bruton group and various other as I had been retailing bits and pieces made by local Hey Vicki, your online for the past 18 residents – all of which offer moisturiser arrived months as well treating a strong local purpose but about a week ago, and people from home. also variety to the store vs I can honestly say it is the the online range. best natural product I have There were various ever put on my face. triggers to this decision: Bruton is going through a Recent local custom had period of transition at the Customer Comment increased, through word of moment. A number of other mouth more than anything women have also opened up which a dedicated site could their businesses on the High street build on within our local community; in the past year and it is always good and I felt that having an actual shop front to to share our experiences with each other and my business would also attract passers-by, even share opportunities. particularly those attracted to the town by the art gallery, and who are looking for some So there is a fantastic sense of community in the town, and I’d love us to capitalise on that. quirky shops with locally made produce. We have a Christmas shopping event when The Green Lady Herbal Apothecary sells the road is closed which creates a wonderful natural herbal remedies, potions & lotions; all atmosphere for people to take their time to made using my own grown herbs. I specialise stroll into the shops and have a good look. It in Green Lady flower essences for treating would be great to find a way where the High emotional problems and creating natural street could be closed to traffic more regularly perfume blends using organic essential oils, so that it could be more of a pedestrian zone including those made exclusively for individual to encourage visitors to take their time to look clients. So this can be a very personal service, at all the options Bruton offers these days. WO Issue 26, June 2016


meet the team... We are a small group of highly experienced shopper research experts and aim to lead the way in shopper insight. Between us we bring years (over 150!) of industry experience, gained both client side and within leading research agencies. We focus only on shopper research and are method neutral, using a bank of tools and techniques to uncover insights that are real and lead to tangible actions. Iona Carter

Director Ex Head of Retail and Shopper Research at Research International, Iona brings to the project nearly 30 years of retail and shopper research experience across a wide spectrum of categories, channels and markets. Iona has an amazing eye for detail – a real 360° thinker, and a regular contributor to local and national BBC programmes, she is their ‘friendly voice of reason’.

Sharon Hodgson

Director Sharon’s career started at Ipsos where she was instrumental in establishing the agency’s first Retail division. She led the Retail & Shopper specialism there for 10 years, also heading Ipsos’s Shopper Centre of Excellence for Western Europe. She left her role as Managing Director of Retail & Shopper Research in 2009 to join Shoppercentric. Sharon is an experienced number cruncher with a qual sensitivity and a creative eye – and she loves an audience!

Kristen Davis

Director Kristen is a qualitative researcher in consumer and shopper motivations with over 20 years of experience. In a former life, she was Trends Forecaster for Initiative Media and Qualitative Director for Hall & Partners. Thoughtful, rigorous and insightful, Kristen turns complexity into clear-thinking.

Lisa Hutchinson

Marketing & Operations Lisa has 16 years’ experience in marketing and administration roles. She is responsible for project managing WindowOn... and promoting our industry presence. She also enjoys organising the feisty team at Shoppercentric!


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Claire Pearson

Director Claire has almost 15 years’ insight experience gained at Tesco, Cadbury and Sainsbury’s, meaning she has coal-face experience of supplier and retailer commercial practicalities. Claire also has a wealth of experience of retail and property/format strategy. Claire’s experience includes a year-long stint on the shop-floor as a graduate trainee with John Lewis, where amongst other things, she discovered exactly what antimacassar pins are.

Danielle Pinnington

Founder & Owner Danielle spent her first 12 years as a researcher specialising in the world of NPD, branding and sales volume estimation. She reached the position of Deputy MD at Research International before joining Incite Marketing Planning as a Board Director. Here her specialisim in shopper began to develop. In 2004 she took the decision to set up Shoppercentric – and is now often asked to give the shopper perspective at conferences, and on radio and TV for the likes of BBC and Sky News.

Penny Ericson

Director Penny has 25+ years of varied research experience, spanning sports marketing, media, customer satisfaction, retail & shopper. She is Ex senior Director at Ipsos and Acacia Avenue. Thoughtful, intelligent, organised & commercial – Penny makes things happen.

Susie Spencer

Director Ex Head of Research, Marks & Spencer. Prior to that at Millward Brown International specialising in Brand & Comms, Susie brings 10 years of client-side experience, with a clear understanding of how to land insight into businesses. Susie is a big picture thinker with a keen focus on commercial reality!

We show you how to turn shoppers into buyers We believe in delivering tailored, fit-for-purpose research, dictated by the brief... not our desire to sell a particular technique. OUT OF STORE


Focus Groups Semiotics

ASTs/online surfs Qualitative intercepts Vox-pops / Filming Eye Tracking Quant observations & interviews/exits



In-street, at home & on-line Virtual reality/ Shelf mock ups Desk research

Working with industry experts to utilise developments

Shopper Workshops Client Workshops

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thelastword... We thought we’d let our clients have the last word by telling you what they think of us... I just wanted to thank you for all your hard work and the debrief on Friday. I think it was very thought provoking so well done! I am sure our paths will cross in the future again. Category Marketing Manager, Manufacturer

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I had a very positive experience in working with Shoppercentric on a piece of research and I would like them to come over and introduce their capabilities to you all. Manufacturer You’ve taken us from zero to 1000% understanding. Manufacturer The research is some of the best I have come across and we are continually using it to shape our strategy going forwards. Assistant Buying Manager, Retailer I’m really excited about the learnings, this is cool stuff, really actionable. Country Divisional Manager, Health Care Manufacturer I really liked the way you presented the data – not the typical 150 bar charts we get from others. Shopper Insight Manager, Small Electricals 22

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