Shopping behaviour research and POP testing
All too often, clients
commission the design and development of expensive new display units. But
unfortunately, any input from real shoppers are excluded from the entire process.
Considering the cost of POP, the small investment in a shopping behaviour
research "insurance policy" is both logical and beneficial.
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Realise the strengths of existing units
before they are superseded by new designs.
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Identify possible further improvements by
testing new designs at prototype stage.
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Reduce the risk of wasted expenditure.
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Incorporate shopping behaviour considerations
into design briefs.
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Produce more shopper focused and so more effective
POP furniture.
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Compare the performance of your POP with any
competitor display units located in-store.
Fact:- Women choose carpets and paint based
primarily on
colour. But how often are the POP fixtures for paint anything like the colour
cosmetics units that females are more accustomed to shopping?
Fact:- 4 Different types of promotional
fixture were tested in order to identify the best method of promotion for
a particular type of FMCG product. In all 4 cases, the products dual
merchandised on normal store racking performed better than those displayed
on the promotional units. Shopping behaviour analysis clearly identified why.
Click on the
Category research
title for more information about how shopping behaviour research can provide insights as to the
shopping of an entire category in-store.
