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. We’ll even tell you whether their shopping trip is for their dinner tonight or they’re undertaking their big shop for the week. 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 nearly 20 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.
Consumers don't look at and respond to brands in the same way as marketers. They seldom openly articulate a brand’s importance in their daily lives. But if you ask them in the right way about their thoughts, feelings and associations with the products they buy, the response can be surprising.
Research confirms what marketers have always suspected–most consumers shop on auto-pilot—and breaking through the clutter of habitual pathways is a never-ending challenge. Store observation is key to shopper research, as ‘what shoppers say’ is not always ‘what shoppers do’. Two-thirds of shoppers’ decisions are made in-store and these are largely physiological: shoppers honestly don’t know how and why they made decisions, rather, it is driven by what they see in their trips down the aisle.
Our cutting-edge surveillance technology to measure and observe every aspect of shopper activity in a virtual, fully trackable and confidential environment. Understanding how shoppers interact with and respond to aisle and shelf layouts and in-store marketing stimuli allows you to assess how these impact on converting a shopper from browsing to purchasing your product.
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.