The path to purchase isn’t always a direct route. Shoppers face countless options along their journey, and each one forces them to make a decision before they can move forward. The biggest opportunity for many brands does not come from creating the intent to purchase in the mind of the shopper; it is the ability to turn that intent into action while in store.
More than 90 percent of initiatives fail at launch. Understanding how your shoppers make decisions at the shelf may well be the difference between success and failure.
That’s where Nielsen comes in. Not only will we help you understand who your shoppers are, but we’ll pinpoint what they’re buying, where, when and why. Then, we’ll help you reach them.
With unmatched intelligence capturing every dimension of shopper behaviour including what they do while in store and how they act, think, see and feel–we can help you understand how to market effectively along a shopper’s path to purchase.
Measuring what consumers buy is at the core of Nielsen’s 90-year history. Our Homescan Shopper Panel was established over 27 years ago and is robust, trusted, credible and one of the biggest shopper panels per capita in the world. When integrated with retail sales data and surveying shoppers, the powerful insights drawn from our Shopper Panel enable you to identify the ‘why’ as well as the ‘what’ behind your brand sales, allowing you to fine-tune your marketing strategies.
Nielsen’s ShopperLAB is the first full shopper experience lab to be built in Australia. It uses cutting-edge surveillance technology to measure and observe every aspect of shopper activity in a virtual, fully trackable and confidential environment. By carefully replicating the in-store environment, combined with new in-store concepts from planogram to point-of-sale (POS), we are able to identify the strongest executions without any disruption to retailers.
End-to-end, we can provide you with a complete picture of shopper understanding, and we can help you qualify new concepts in three months versus three years.
Having data only gets you halfway to strategic planning, though. That’s why Nielsen provides intuitive tools and analytic resources, so you can quickly identify what matters to you. With this complete picture, we’ll help you reach your consumers effectively and improve the performance of your stores, categories and brands.