Point of purchase insights
Improving the shopping experience
Montse Ratera & Toon van Galen
Abstract
We will present the outcome of some case studies to show how a better insight in how shoppers decide what to buy, and how they actually browse and shop certain categories, can lead to better, more efficient and easier to shop in store presentations for fast moving consumer goods.We use a combination of research methodologies to achieve this kind of insight: intercept interviews at the aisle, observation of browsing behaviour, hidden video camera work combined with an interview, focus groups, store audits, scan data analysis and traffic flow measurement.
The store is one of the last pristine and relatively advertising free locations, and because the moment of purchase is also a moment of brand and product type decision for many product categories, stores are seen as ever more interesting candidates for advertising or other means of influencing the buying decision.
Critical retailers however will want to ensure that their space generates revenue from this fast emerging marketing need in a way that enhances their shelf presentation and improves the shopper experience. In an ideal situation it should show more profitable alternatives to shoppers and help them towards logical alternatives to their current choices. The only way to get this right is to start in each product category by truly understanding how people behave and decide while shopping.
Montse Ratera
Ratera & van Galen, Malaysia 
Worked for:
Mars (ISI): Research, UK
Mars (Unisabi): Marketing and Research, France
Mars (Four Square): Customer Service, UK
Mars (Effem España): Marketing, Spain
PepsiCo Foods Division: Marketing & Sales, Spain
Space Retail Consulting Group (srcg): Account Director Europe, UK
She has been involved in shopper and retail related studies in various European countries and the U.S.
Started Ratera & van Galen in 1997 in Malaysia and has lead multiple projects with international and local manufacturers and retailers in the field of shopper research and retail consultancy.
Education: Esade, Barcelona, Spain: MBA in International Marketing
Toon van Galen
Ratera & van Galen, Malaysia
Worked for:Sara Lee-Douwe Egberts N.V.: Netherlands
Grolsch Beer Brewery: Netherlands
Pepsi Cola Company: Sales Director, Netherlands
Space Retail Consulting Group London, Account Director Asia where he was involved in retail and shopper research related projects for British clients in various Asian markets, and based in Asia.
Started Ratera & van Galen in 1997 in Malaysia and has led multiple projects with international and local manufacturers and retailers in the field of shopper research and retail consultancy.
Education: Masters degree in Economics, Tilburg University, Netherlands
Member of Esomar