Store Trek - a tool to decode the shopper behaviour.
By VJ Media Bureau |
Vjmedia Works | February 08, 2013
The product was developed following a robust study with academic rigor, shopper research analytics and practical application.
Ogilvy Action, (IIM-A), TNS, KiE Square together launched their new shopper marketing tool'Store Trek' to discover how the Indian shopper behaviour has changed in India. Store Trek offers in-depth analysis about the customers' behaviour in a shopping environment, for instance it can give you the answer for exactly how many male shoppers in the age group of 21-30 would smell the soap before buying. This sort of analysis can be done according to category, gender, age, location, type of store and time of shopping (day of week and hour of day). Store trek makes all this information available at the click of a few buttons and on a single-page screen.
To carry out a robust study that had academic rigor, shopper research analytics and practical application in equal measure , country's top ranked business management school - the Indian Institute of Management, Ahmedabad (IIM-A), TNS, KiE Square and Ogilvy Action came together as an equal partners.
The research was carried out with a sample of over 6,000 shoppers, 3,300 buyers 2,700 exit interviews and over 450 hours of video footage. The research was done across three urban cities Mumbai, Delhi and Bangalore in modern retail outlets including Big Bazaar and Hypercity. The study was carried out for nine categories across food and personal care: Chocolates, chips, carbonated soft drink, health food drinks, breakfast cereals, hair care, oral care and soaps.
