Shopping behaviour research and POP testing
All too often, clients
commission the design and development of
expensive new display units but real
shoppers are excluded from the entire process.
How do the new fixtures address their needs and are
there any flaws in the design? Considering the cost of POP,
the small investment in a shopping behaviour research
"insurance policy" would be both sensible and beneficial.
-
Realise the strengths of existing units
before they are superseded by new designs
-
Identify possible further improvements by
testing new designs at prototype stage
-
Reduce the risk of wasted expenditure
-
Incorporate shopping behaviour considerations
into design briefs
-
Produce more focused and so more effective
POP furniture
-
Compare the performance of POP with any other display units located nearby in-store
Fact:-
Women choose carpets and paint based on
colour. But how often are the POP fixtures anything like the colour
cosmetics units that females are 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 analysed identified why.
Click on the
Category research
title for more information about how video research can provide insights as to the
shopping of an entire category in-store.
