Understanding the shopper and shopper behaviour –shoppers are closely monitored from their home to the POS (and back as well if necessary).
Together with the shoppers, you can discuss the impressions gained where they are still fresh – directly at the POS (also in small groups).
Before a roll out, a test store should have undergone a test run: first from the perspective of the shopper, then from that of an expert.
Where the shoppers are is where the business is – a professional analysis of where the shoppers move based on a video analysis or a hidden observation using a Tablet PC.
Track the movements of as many shoppers as possible and the time they spend in your store: this is made possible by the use of RFID.
Traffic measurements at the entrance as well as the critical points of your store.
How was the shopper’s experience at the POS? Were there any particularly positive experiences?
What was perceived negatively?
Use of a mobile test station for more detailed / longer interviews with shoppers at parking lots outside of stores.
What effect do your displays have at the POS? You can optimize systematically the attention you receive for your promotions as well as their sustainability.
Review your POS media systematically: Perception – involvement – activation.
Measure your contact opportunities and the effectiveness of your electronic media at the POS.
Flyers under scrutiny: what do they examine? Do they involve? Do they activate?
Observe the shopper’s behaviour at the shelf – even the smallest movement.
Using video analysis, you can obtain significant and concrete data at the shelf.
Mobile eye tracking allows you to gain a completely new perspective and can be used in more settings than just at the shelf.
Test new layout concepts online and in reality.
(How) does the shopper understand the product assortment? Cognitive mapping helps to shed light on this issue.
Packaging is reviewed in detail on the basis of its effect on the shelf and how it fits in with your brands and, if necessary, will be optimized.
Price knowledge, price relevance and price observation at the POS – this is important to know when it is a matter of the perception of your own brand in comparison with your toughest competitors on the shelf.
How relevant is the price or the brand to the shopper’s decision to buy a product? Use a•proPOS to follow up on this issue (also) implicitly!
Which brands are successful at the POS, how significant is the individual brand presence?
Determination of the extent to which impulse buying is a factor in the given category to achieve an optimal layout (as well as the extent to which this is a factor in habitual or planned purchases).