To take on the shopper’s view
Purchase is part of the consumption – sometimes it is an experience, sometimes a chore and every product category plays by different rules. Séissmo offers tools to identify purchase motivation and to uncover the decision making processes. We analyse existing places of purchase and look at ways for optimization.
Your question might sound like these
- How do shoppers find their way to the right section? What are possible hindrances and where are they found?
- Which variables need to be changed in order for a product to be found more easily on a shelf?
- What can be done to increase the amount of time spent in front of a shelf and to make it more pleasant?
- To what extent does the structure of the shelf correspond to the customer’s classification criteria?
- Which store layout concepts from abroad can be applied to the domestic market?
- How does online shopping change the hunt-reward mechanisms?
We might answer it with the following tools and techniques
By visiting the shop independently of the customer we can analyse which messages are being conveyed through the shop design, the shelf and the product presentation. And also what the interaction between the user and the shelf reveals without asking any questions.
Free sorting/ clustering techniques
By removing the products from the shelf and allowing the consumer to organise them according to various criteria we are able to find out what criteria are important to the consumer and why.
Observation / accompanied shopping
By following the consumer as they make their way around the shop taking products off the shelf (if any!), we are able to discover how closely they look at and interact with the product at the POS.
A specialist method taken from the world of forensics, based on exact memory retrieval without confabulation, whereby participants are asked to playback a short sequence of a specific shopping trip in order to gain a concrete view of behaviour, thoughts, emotions and environment from the consumer’s inner perspective. Thanks to this technique, consumers can visit the shops on their own, without any interference from the research team. Another advantage: no shop permission is necessary.
This method allows us to visit various shops with multiple shoppers. A group of respondents walks (or is driven) to several locations as intensive stimulation prior to optimization work done together with the moderator and a live sketch artist in a group setting. Alternatively, shoppers are sent to investigate shelves, sections and shops alone and asked to bring back their findings for a group discussion.
Visual translation / live sketch artist
Visual translation allows whole shop concepts to be created simultaneously and creates life-sized, accessible projections enabling ideas to be visualised.
“Do-it-your-shelf” (ideal shelf set-up)
Allowing the customer to reorganise the shelf (in a studio in real size) or redesign the section provides insight into how the category is apprehended and what is currently lacking in terms of structure and aesthetics.