PURPOSE OF RESEARCH
1) Verification of product presence and point-of-sale materials in different store formats.
2) Understanding the role of different locations, with regards to product exposure as part of the shopping journey.
3) Identifying the main drivers for impulse purchases in Poland – consumption occasions, shopping missions, outlet choice etc.
Multi-faceted quantitative research containing:
1) Qualitative interviews with store managers to understand the role of the category and our customers preferred brands.
2) Shopper Track Study with ENTRY/EXIT interviews and Eye-Tracking. Thus, helping to understand the differences between planned/unplanned purchases and the influencing factors.
3) Shopper Behaviour observations - defining common behavioural patterns along the Path to Purchase.
1) Unique insights about the main drivers of Polish shopper behaviour in the impulse purchase category.
2) Defining the Shopper Decision Tree for further optimization of planograms.
3) Creating a set of Golden Standards for Sales and Shopper Marketing teams to ensure optimal shelf placement and shopper-led design of POSM.