Shopper Insights

7 questions marketers should ask about the shopper insights they use to guide strategy and planning decisions:

Can we identify the most profitable group(s) of shoppers to target for our brand?
What do we know about the path-to-purchase for our target shoppers? How does the target shop in our category?
What are the key branded touchpoints and what’s their impact on consideration/purchase? At which points is our target most receptive to our brand?
What are the critical forms of communication and key messages at each stage?
Do our insights enrich our understanding of specific shopping occasions at our different retail partners and channels? How does this help our sales force and account-specific planning?
Do they identify the most valuable users of our website and/or other company-owned points of distribution?
Do they help us integrate with the overall brand strategy? Are they actionable across our business teams?

In order to create real competitive advantage along the path to purchase, maximize sales and profits at the point-of-purchase, and foster loyalty and advocacy beyond it, shopper marketers need insights that will help them understand who to target, when, in which channels, and how to most effectively reach and engage them.

Answering these questions in a way that will guide decision-making across business teams and enhance integration with overall brand strategy, however, requires exceptional shopper insights.

Our shopper research and marketing consulting tools infuse strategy development and implementation with state-of-the-science models and front-line business expertise. We improve your ability to:

Prioritize and focus shopper marketing efforts with a profit-driven, digitally-minded shopper segmentation.
Develop a communications strategy that leverages key touchpoints and messaging based on a rigorous understanding of your category shopper’s path to purchase.
Maximize relationships and sales in specific retail channels using shopping occasion insights.
Optimize ecommerce websites or other points of distribution by identifying the most valuable target’s needs.
Develop and execute a strategy that moves the most valuable buyers towards your brand at every moment of truth along the path to purchase.

Our background in shopper marketing includes nearly 200 shopper segmentations for consumer and retail clients using our Target Optimization Process^TM to provide critical targeting direction. We are well-versed in working across large consumer organizations with different marketing functional areas, business teams, and agencies. Past and present consumer clients include Benjamin Moore, Hershey’s, Nestlé, Kraft, and Under Armour.

The end result of all of our shopper insights work is clear, actionable guidance–the foundation of a transformational marketing strategy that will generate impressive sales returns.

Next Steps–

See a complete listing of our shopper insights services
Review related client case studies
Read an expert interview with Peter Krieg on the ever-expanding path to purchase
Contact us to discuss how we can help you

Innovation To drive sales at Under Armour’s website, Copernicus segmented and prioritized underarmour.com users based on profitability to Under Armour. Copernicus converted the segments into personas so Under Armour’s web designers could optimize the ecommerce site and generate more sales. Read the case study.