 International / Global
CIR offers 360-degree TR shopper 'insights'
By Doug Newhouse, 11 March 2010
CIR research says its 'pioneering approach to retail development' now offers airport retailers and suppliers a 360-degree insight into the shopping experience and a platform on which retailers and suppliers can make positive changes to stores, based on its 'total shopper journey' analysis'. CIR says this is providing suppliers and retailers with vital new insights into purchasing behaviour and how their shoppers perceive and relate to the retail offer.
The company says it is using 'leading edge hybrid research techniques and software' which are exclusively available from the company within travel retail, to enable suppliers to view how shoppers move within a store, interact with specific categories and, subsequently understand the inter-category relationships.
It says research has been carried out for brands across a number of retail operations and this recently included a project on behalf of Cadbury at London Heathrow T5. This project used footage from eight cameras installed within the store, analysing more than 12,000 shopper journeys and their shopping activities.
Cadbury Marketing Manager Anna Somogyi commented: "This project delivered an unparalleled level of knowledge and provided us with key insights to drive changes to the confectionery category based on the findings of how shoppers moved around the store."
In addition to LHRT5, CIR says that research has been carried out at various global locations, including Dubai, Istanbul, Moscow Domodedovo, Toronto and Manchester airports, with various retailers and suppliers benefiting from this monitoring.
CIR founding Director Garry Stasiulevicuis said: "Through this research and analysis, CIR is able to make various recommendations to clients - for example the potential to unlock cross-category opportunities. For retailers, we are able to suggest micro-store layout changes to maximise the opportunity to convert more shoppers to buyers, leading to an increase in sales -important both for suppliers and retailers."
SHOPPERS DON'T FOLLOW RULES
CIR adds that it is also 'crucial' to understand exactly where a potential customer enters a category zone, since shoppers don't always follow the 'rules'. The company says that they don't always use the walkways in stores, or enter a category zone where you might think they do, 'which may mean they come into the store to face the back of a fixture'.
The company added that shoppers also do not fully interact or engage with the first fixtures they see at a store entrance, as Stasiulevicuis explained: "The shopper requires a 'buffer zone'. The shopper requires space to enter a store and then looks around his or her surroundings. This indicates where currently key brands and key fixture space at the front of stores is not being maximised. Shoppers simply walk past or take little notice."
INTERRUPTING THE SHOPPER
CIR research also claims to have identified that up to 35% of shoppers will take the path of least resistance and exit the store without engaging with the offer at all. Stasiulevicuis said: "Passengers need to be interrupted and engaged and retailers must ensure the shopper journey is not that easy. Make sure they're faced with having to navigate around some fixtures, surprise them and delight them and they might just make a purchase."
Stasiulevicuis adds that CIR research does go beyond observation however, combining shopper surveillance with in-store interviews, thus linking perceived behaviour with actual behaviour. He said: "We can then rationalise the results, usually with very interesting findings - something not previously achievable using traditional research methods."
Any companies interested in CIR's services can contact the company through its website at: www.counterintelligenceretail.co.uk/"
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