TNS Retail and Shopper Insights

February 2007

The role of merchandising has never been greater… Products now live and die by what happens on the selling floor. ‘’The impact of brand-name marketing and traditional advertising is diffuse now because we all absorb so much of it.” .Retail is the New Frontier.

highlighting manufacturers’ lack of control over final purchase. Pressures on profit margin increase need for competitive edge In decline as a discipline (favours ‘category captain’). Pressure on space and SKU performance remains Threat continues to grow.Increasing Importance of Shopper Research to Brand Owners Purchase Decision Increasingly made in-store for many categories by marketing savvy consumers who know and expect more Continues to grow. increasing pressure to build brand equity Improved understanding among brand owners leading to a need for alignment of retail delivery with ‘brand promise’ Fragmenting mass media increases emphasis on retail investment 3 Copyright 2007 – TNS Retail and Shopper Insights Retailer Power Category Management Private Label Brand Equity Communication Channels .

What are Retail and Shopper Insights .

several “moments of truth” or success/failure points exist for a brand 5 Copyright 2007 – TNS Retail and Shopper Insights Transaction Seals Purchase Decision .P.The Shopper Journey Brand Equity Pre-Disposition PRE-STORE Shopper type Type of occasion State of mind Channel choice Pre-planning Retailer choice Retailer experience Propensity to purchase a brand can potentially be impacted at each stage of this journey STORE Store layout Store dynamics Store atmosphere Shopping style Shopping basket Shopping route Consumption experience feeds back into brand equity In-store advertising P.O. Shelf layout Signage Promotions Pack standout Pack communication Along the journey.

The Shopper Represents the Consumer at Retail Brand Equity Pre-Disposition Shopper type Type of occasion State of mind Channel choice Pre-planning Retailer choice Retailer experience Research by Shopper Experts Store layout Store dynamics Store atmosphere Shopping style Shopping basket Shopping route In-store advertising Research by Consumer Experts Propensity to purchase can potentially be impacted at each stage of journey Shelf layout Signage Promotions Pack standout Pack communication Consumption experience feeds back into brand equity Transaction Seals Purchase Decision 6 Copyright 2007 – TNS Retail and Shopper Insights .

Defining – Retail and Shopper Insights Retail and Shopper Insights is consumer learning that can be applied to improve equity. sales and profitability of a brand. 7 Copyright 2007 – TNS Retail and Shopper Insights . category or store through consumer-centric changes to the retail environment and its messaging.

TNS specialist strengths will ensure that this contribution is significant and help you win at retail.How can Retails and Shopper Insights contribute to your business? There are 4 ways in which Retail and Shopper Insights can make an important contribution to your business. Maximize Retail Strategy Activate InStore Marketing Drive Customer Partnership Synchronize Brand Equity & Retail Delivery 8 Copyright 2007 – TNS Retail and Shopper Insights .

Maximizing Retail Strategy Channel strategy Tracking changing retail landscape Identifying alternative and non-traditional channels Identifying emerging channels Cross channel optimization Benchmarking across geographies Retailer strategy Cross retailer optimization Maximizing opportunities with specific customers Developing effective customer specific business plans and assortment strategies 9 Copyright 2007 – TNS Retail and Shopper Insights .

and make the retail impact a positive one.In-Store Marketing Activation Brand Brand Management Category Management Retail Management Retailer Pack – Shelf Impact & communication Price – Regular & promotional pricing Ads and Circulars Promotions – Messaging & communication Displays – Location and effectiveness Assortment Plan-o-gram or Shelf Set Management Fixtures. 10 Copyright 2007 – TNS Retail and Shopper Insights . TNS Retail and Shopper Insights will identify the optimal levers to be activated at retail. Signage and Store Design Execution These levers can help to maximize opportunities to be bought in store.

11 Copyright 2007 – TNS Retail and Shopper Insights . …implementation of marketing strategy in retail environment. …brand communication strategy by focusing on shopper as well as consumer needs. Brand owners need to optimize… …allocation of marketing budget across ATL and BTL.Synchronizing Brand Equity and Retail Delivery Brand Power in the Market Brand Purchase Decision Brand Power in the Mind Importance of Brand Power in the Market on purchase decision is well recognized. …brand performance by developing synergy between brand equity and retail delivery. …emotive elements of shopping experience to better support brand equity in retail.

Driving Customer Partnership Driving category growth in partnership with customers Helping customers to develop better relationship with shoppers Assisting customers to understand and improve the shopping experience Collaborating with customers to improve connections between shopper/category needs and retail activation Creating innovative category strategies for the “Department of the Future” Demonstrating that loyalty to Brand owners’ brands can also create loyalty to the customer Retailer Category/ Brand Collaborative Category Development Shopper 12 Copyright 2007 – TNS Retail and Shopper Insights .

Introducing TNS Retail and Shopper Insights .

TNS Retail and Shopper Insights Offer 4 Specialist Strengths Brand Equity Purchasing Behaviour Retail Strategy In-store Marketing 14 Copyright 2007 – TNS Retail and Shopper Insights .

These combined strengths Form TNS’ Unique Shopper offer Brand Equity Retail Strategy No one else has as deep or broad combined offerings – Globally Purchasing Behaviour In-store Marketing 15 Copyright 2007 – TNS Retail and Shopper Insights .

Shelf layout Signage Promotions Pack standout Pack communication Transaction Seals Purchase Decision 16 Copyright 2007 – TNS Retail and Shopper Insights .P.O.TNS Sorensen Consumer Experts Brand Equity Pre-Disposition PRE-STORE Shopper type Type of occasion State of mind Channel choice Pre-planning Retailer choice Retailer experience TNS Sorensen CONSUMER EXPERTS Conversion model/brand commitment Needscope/motivation research U&A Brand/Category Qualitative research Household purchasing panel data TRADITIONAL STRONGHOLD OF TNS STORE Store layout Store dynamics Store atmosphere Shopping style Shopping basket Shopping route Consumption experience feeds back into brand equity In-store advertising P.

P. Shelf layout Signage Promotions Pack standout Pack communication TNS Sorensen SHOPPER EXPERTS PathTracker® Shopper exit interviews Shopper category observation and interviews Qualitative Shopalongs Matched Panel Testing Household purchasing panel IMPROVED STRENGTH FOR TNS Transaction Seals Purchase Decision 17 Copyright 2007 – TNS Retail and Shopper Insights .O.TNS Sorensen Shopper Experts Brand Equity Pre-Disposition PRE-STORE Shopper type Type of occasion State of mind Channel choice Pre-planning Retailer choice Retailer experience STORE Research by Shopper Experts Store layout Store dynamics Store atmosphere Shopping style Shopping basket Shopping route In-store advertising P.