Retail Sales Measurements

P.O.P. Effectiveness Tests

Annual Retail Census

In-Store Observations

Shopper Intercepts

In order to really understand the consumer’s shopping experience and decision making process, catch the consumer at the point of purchase. By interviewing consumers in this setting at the moment of purchase, many of the pitfalls of telephone, mail and Internet surveys can be avoided, such as memory loss, lack of interest, product confusion. Instead, all factors can be equally assessed including pricing, packaging, POP and other elements of the in-store environment that may only barely be recalled days or weeks later. In this manner, all aspects of the purchase decision can be explored at a time when the perceptions of your product, your competitors' products and the overall category are top-of-mind.

The results can be powerful insights into the key drivers that motivate your customers and those of your competitors at the moment the sale is actually made. We can examine the issues that affect both your strategic plans and their tactical execution. You'll be able to:

Probe the true drivers of purchase decisions and quantify their effects, whether they differ by class of trade or retail venue; their purchasing influences, decision hierarchy, sequence and structure
Develop full brand profiles, as consumers see them
Evaluate account specific issues
Test new products and/or concepts in a real-world setting
Assess the stopping power and sales effects of merchandising materials
Better understand “how” consumers shop your brand and category
Gain an understanding of shopper behavior and motivation
Measure awareness of advertising and in-store display presence
Determine if and in what ways the individual retailer or the trade channel affect shopping behavior

GfK Audits & Surveys has the skilled project design team to develop a customized questionnaire and the professional field force to implement it. Results are analyzed by research professionals who know and understand the realities of the in-store environment and consumers. Shopper intercept studies can also be conducted and integrated with Traffic Studies and Shopper Behavior Studies to better understand and elucidate the reasons behind these observed behaviors.