TNS

Retail and Shopper

Insights
February 2007
Retail is the New Frontier.

‘’The impact of brand-name marketing

and traditional advertising is diffuse
now because we all absorb so much of
it. The role of merchandising has never
been greater…
Products now live and die by what
happens on the selling floor.”
Increasing Importance of Shopper Research to Brand Owners
Increasingly made in-store for many categories by
Purchase
marketing savvy consumers who know and expect
Decision
more
Continues to grow, highlighting manufacturers’ lack of
Retailer Power control over final purchase. Pressures on profit
margin increase need for competitive edge
Category In decline as a discipline (favours ‘category captain’).
Management Pressure on space and SKU performance remains

Private Label Threat continues to grow, increasing pressure to build

brand equity

Improved understanding among brand owners leading

Brand Equity to a need for alignment of retail delivery with ‘brand
promise’

Communication Fragmenting mass media increases emphasis on

Channels retail investment

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Copyright 2007 – TNS Retail and Shopper Insights
What are
Retail and Shopper
Insights
The Shopper Journey
Brand Equity Propensity to purchase a
Pre-Disposition brand can potentially be
impacted at each stage of
Shopper type
PRE-STORE this journey
Type of occasion
State of mind
Channel choice
Pre-planning
Retailer choice

Retailer experience
STORE Store layout
Consumption
Store dynamics
experience feeds
Store atmosphere back into brand
Shopping style equity
Shopping basket
Shopping route
In-store advertising
Shelf layout
P.O.P.
Signage
Along the journey, several
Promotions
“moments of truth” or
Pack standout
Pack communication
success/failure points exist
for a brand
Transaction Seals
Purchase 5
Decision Copyright 2007 – TNS Retail and Shopper Insights
The Shopper Represents the Consumer at Retail
Brand Equity
Pre-Disposition

Shopper type
Type of occasion
State of mind
Channel choice
Pre-planning
Retailer choice

Retailer experience

Research by Store layout

Research by
Shopper Store dynamics
Consumer
Store atmosphere
Experts Experts
Shopping style
Shopping basket
Shopping route
In-store advertising
Shelf layout
Propensity to purchase
Signage
can potentially be Consumption
Promotions experience feeds back
impacted at each stage
of journey Pack standout into brand equity
Pack communication

Transaction Seals
Purchase 6
Decision Copyright 2007 – TNS Retail and Shopper Insights
Defining – Retail and Shopper Insights

Retail and Shopper Insights is

consumer learning that can be
applied to improve equity,
sales and profitability of a
brand, category or store
through consumer-centric
changes to the retail
environment and its
messaging.

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Copyright 2007 – TNS Retail and Shopper Insights
How can Retails and Shopper Insights contribute to
your business?

There are 4 ways in

which Retail and Activate In-
Store
Shopper Insights can
Maximize Marketing
make an important Retail
contribution to your Strategy
business.
Synchronize
Brand Equity &
TNS specialist strengths Drive Retail Delivery
will ensure that this Customer
contribution is Partnership
significant and help you
win at retail.
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Copyright 2007 – TNS Retail and Shopper Insights
Maximizing Retail Strategy

Channel strategy
Tracking changing retail landscape
Identifying alternative and non-traditional channels
Identifying emerging channels
Cross channel optimization
Benchmarking across geographies
Retailer strategy
Cross retailer optimization
Maximizing opportunities with specific
customers
Developing effective customer specific
business plans and assortment strategies

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Copyright 2007 – TNS Retail and Shopper Insights
In-Store Marketing Activation
Brand Retailer
Brand Category Retail
Management Management Management
Pack – Shelf Impact & communication
Price – Regular & promotional pricing
Ads and Circulars
Promotions – Messaging & communication
Displays – Location and effectiveness
Assortment
Plan-o-gram or Shelf Set Management
Fixtures, Signage and Store Design
Execution

These levers can help to maximize opportunities to be bought in store.

TNS Retail and Shopper Insights will identify the optimal levers to be activated at
retail; and make the retail impact a positive one.

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Copyright 2007 – TNS Retail and Shopper Insights
Synchronizing Brand Equity and Retail Delivery

Brand Power in Brand Power in

the Market the Mind

Brand Purchase
Decision

Importance of Brand Power in the Market on purchase decision is well recognized.

Brand owners need to optimize…
…allocation of marketing budget across ATL and BTL.
…brand performance by developing synergy between brand equity and retail delivery.
…brand communication strategy by focusing on shopper as well as consumer needs.
…implementation of marketing strategy in retail environment.
…emotive elements of shopping experience to better support brand equity in retail.

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Copyright 2007 – TNS Retail and Shopper Insights
Driving Customer Partnership

Driving category growth in

partnership with customers
Helping customers to develop better
relationship with shoppers
Assisting customers to understand Retailer Category/
and improve the shopping Brand
experience
Collaborative
Collaborating with customers to
improve connections between Category
shopper/category needs and retail Development
activation
Creating innovative category
strategies for the “Department of the
Future” Shopper
Demonstrating that loyalty to Brand
owners’ brands can also create
loyalty to the customer

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Copyright 2007 – TNS Retail and Shopper Insights
Introducing
TNS
Retail and Shopper
Insights
TNS Retail and Shopper Insights
Offer 4 Specialist Strengths

Brand
Equity

Purchasing
Behaviour
Retail
Strategy

In-store
Marketing

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Copyright 2007 – TNS Retail and Shopper Insights
These combined strengths
Form TNS’ Unique Shopper offer
Brand
Equity
Retail
Strategy
No one else has as deep or broad
combined offerings – Globally
Purchasing
Behaviour
In-store
Marketing

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Copyright 2007 – TNS Retail and Shopper Insights
TNS Sorensen Consumer Experts
Brand Equity TNS Sorensen CONSUMER EXPERTS
Pre-Disposition ƒ Conversion model/brand commitment
ƒ Needscope/motivation research
PRE-STORE
Shopper type ƒ U&A Brand/Category
Type of occasion ƒ Qualitative research
State of mind ƒ Household purchasing panel data
Channel choice
Pre-planning TRADITIONAL STRONGHOLD OF TNS
Retailer choice

Retailer experience
STORE Store layout
Consumption
Store dynamics
experience feeds
Store atmosphere back into brand
Shopping style equity
Shopping basket
Shopping route
In-store advertising
Shelf layout
P.O.P.
Signage
Promotions
Pack standout
Pack communication

Transaction Seals
Purchase 16
Decision Copyright 2007 – TNS Retail and Shopper Insights
TNS Sorensen Shopper Experts
Brand Equity
Pre-Disposition

Shopper type
PRE-STORE
Type of occasion
State of mind
Channel choice
Pre-planning
Retailer choice

Retailer experience
STORE Store layout
Research by Store dynamics
Shopper Experts Store atmosphere
TNS Sorensen SHOPPER EXPERTS
Shopping style ƒ PathTracker®
Shopping basket ƒ Shopper exit interviews
Shopping route ƒ Shopper category observation and
In-store advertising interviews
Shelf layout ƒ Qualitative Shopalongs
P.O.P. ƒ Matched Panel Testing
Signage
Promotions ƒ Household purchasing panel
Pack standout
IMPROVED STRENGTH FOR TNS
Pack communication

Transaction Seals
Purchase 17
Decision Copyright 2007 – TNS Retail and Shopper Insights