CHALLENGE
A leading men’s inner wear company commissioned Market Pulse to carry out a research on shopper behaviour & impact of POSM/ merchandizing on brand choice in multi-brand stores.
RESEARCH APPROACH
REAL CONSUMER BYTES – a mobile based survey methodology was deployed to collect feedback from a sample of 500 shoppers at 50 stores. The changes in shopping behaviour induced by retail PoS were analyzed
WINNING OUTCOME
Merchandize spends were optimized & effectiveness of BTL campaigns enhanced. It provided the following insight:
• Substantial % of shoppers consider visible brands
• ~35% shoppers are influenced by consumer offers, emphasizing the importance of POS
• ~26%+ shoppers explored appealing displays
• 33% of unplanned purchases are retailer influenced