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1. Store managers need to step outside of their own perspective and view stores through the eyes of shoppers to better understand what shoppers see, think, and feel.
2. It is important to go to stores at the times and days that are most popular with shoppers, rather than when it is convenient for managers, to observe shoppers in their natural shopping environment and habits.
3. When in stores, managers should disconnect from their own brands and products to view displays, shelves, and all products impartially from the perspective of an ordinary shopper rather than as a representative of their own brand.
1. Store managers need to step outside of their own perspective and view stores through the eyes of shoppers to better understand what shoppers see, think, and feel.
2. It is important to go to stores at the times and days that are most popular with shoppers, rather than when it is convenient for managers, to observe shoppers in their natural shopping environment and habits.
3. When in stores, managers should disconnect from their own brands and products to view displays, shelves, and all products impartially from the perspective of an ordinary shopper rather than as a representative of their own brand.
1. Store managers need to step outside of their own perspective and view stores through the eyes of shoppers to better understand what shoppers see, think, and feel.
2. It is important to go to stores at the times and days that are most popular with shoppers, rather than when it is convenient for managers, to observe shoppers in their natural shopping environment and habits.
3. When in stores, managers should disconnect from their own brands and products to view displays, shelves, and all products impartially from the perspective of an ordinary shopper rather than as a representative of their own brand.
Its all about perspective, asking why, and how we judge What does HE see? What does HE think? What does HE feel? What does SHE see? What does SHE think? What does SHE feel? here are three ways to i!prove" 1. Take a different perspective: #ou need to step outside of who you are and beco!e one of the!$ 2. The power of asking Why: %ust observing so!ething is useless$ We need to ask ourselves why did she do that or why is that good$ We !ust for! hypothesis to be proven, or disproven$ 3. The way we judge: We !ust appraise what we see i!partially$ he shopper !erit is deter!ined by the shopper, not us$ 9. Are you decided upon at the shelf or not 7. We do not judge the competition fairly 8. We need to learn from other categories 5. Shoppers assess value differently to us 3. Shoppers dont manage rands! they uy and consume them ". We are not our shoppers #.Winning eauty contests does not e$ual sales %. We go &hen &e &ant to' not &hen they need to "(. )n store staff *no& more that you do +. Shoppers go shopping to shop! not survey rands here are &' weaknesses to our approach( )act" We are not our shoppers Insight: *nilever !anagers are not representative of our shoppers$ We are well paid, educated and co!e fro! within the industry$ ction: When in+store you !ust step outside of who you are and force yourself to think and act like a typical shopper$ !elpful Tips: ,o to stores that you do not nor!ally shop at$ ,o to places where you do not nor!ally go to$ -ake sure you do store visits and shopper connects when you travel to other countries and !arkets$ .ook at products you do not nor!ally buy$ /esearch before hand and find out where the bulk of the population sits on the .S- scale$ ,ive yourself an i!aginary budget si!ilar to the average$ hink about their household, their children, their budget and their !ode of transport$ Write down a list of what you think they would need 0not want1 and what their budget would roughly be$ hink about these two things while in store above all else$ 2ne of us( 2ne of our Shoppers( )act" We go when we want to3 not when they need to Insight: Shoppers shop on certain days and at certain ti!es$ If you want to observe shoppers 4in their natural habitat5 doing what they nor!ally do, you need to go there when they are !ost likely to be there and in that !ode$ ction: 6o your store visits at the !ost popular shopping ti!es on the !ost popular shopping days$ 7lan your trips well in advance$ !elpful Tips: 6o your 8ho!ework and find out before hand what are the busiest shopping ti!es and days 0as a rule of thu!b, working people shop outside of working hours1$ *se basic logic and co!!on sense3 weekends are pri!e shopping ti!es for !odern trade shoppers 9 :"''a! is a pri!e shopping ti!e in a wet !arket$ )act" Shoppers go shopping to shop, not survey brands Insight: Shoppers usually have a reason to go shopping$ When you go into a store, what is your purpose? *sually it is to see how your product looks on shelf or to see what the co!petition are up to$ hese are two very different objectives$ ction: #ou !ust walk into a store in a 8shopping !ode 0not a survey !ode1$ he store will look and feel very different$ 6o a 8shop not a 8store visit$ !elpful Tips: ake a !ock+up shopping list as you would when you go shopping personally$ )ollow this list and shop with a trolley or basket$ Walk the entire store following a typical shopper route$ Spend ade;uate ti!e in each aisle<category3 dont just go to your section$ .og what you discover as you go$ ake photos if you can$ If you are not per!itted to, !ake sketches to bring your insights to life$ 2ur tools of trade( heir tools of trade( )act" Shoppers dont !anage brands3 they buy the! Insight: When we, 0ie *nilever e!ployees1 go into store we =ero in on our beloved brands and products$ We block out 4other things5 when actually we need to focus on 4those other things5 just as !uch as our own$ Shoppers did not spend &> !onths and have to pass four I7- gates to write their shopping list$ ction: #ou !ust disconnect yourself fro! your brand$ he bias of 8ownership in+store will handicap your ability to see through a shoppers eyes$ !elpful Tips: ?sk yourself, what would your !u! see or notice if she was shopping right now$ .earn to 4blur your eyes5 as you look at displays, shelves and products$ his will help to show you what shoppers see, not what you want to see$ )act" We can learn fro! other categories Insight: When we go into a store @'A of the ti!e we go straight to our category and look at our brand$ ction: .ook at as !any categories as possible to learn fro! others$ 2bserve what they are doing and ask why they are eBecuting in this way$ !elpful Tips: 7ick the category directly opposite yours in the aisle$ Write down C things that the category or brands are doing to convert shoppers in that category$ ake each three then apply the! to your category to see if they fit or would work$ If they would not work write down why$ If they would work write down how you would eBecute it in your category with your brand$ Dack at the office find out if this has been done in any other !arkets or in your country before to investigate how effective it was$ )act" We judge the co!petition unfairly !elpful Tips: .ook at your co!petition and try to post rationali=e their eBecution$ ake your products and find three things wrong with the! as a 8stress test$ ,o to a co!pletely foreign category pick up two products and co!pare the! as if you were buying the!$ Eow go back to you section and do the sa!e for your product and a co!petitors product$ 2bserve : shoppers in a row$ What did they touch or pick+up$ ?sk yourself why those products were engaged and why others were not$ If they picked your co!petitors products go and look at the! afterwards 0yourself1 asking the sa!e ;uestion$ ction: 6ont apply industry criteria to what you see in+store$ #ou need to look and judge in+store eBecution in a way a shopper would$ Insight: We judge things in store based on industry !etrics and standards, not on the actual shopper !erit$ We tend to critici=e the co!petition and post rationalise our eBecution in+store$ )act" Winning beauty contests doesnt e;ual sales Insight: We tend to judge the ;uality of our eBecution in+store based on what we think looks good3 not what our shoppers think looks good$ Stand out on shelf is !uch !ore i!portant than beauty when it co!es to driving sales and !arket share$ Defore they can buy a product, a shopper !ust be able to see it and understand it$ ction: When judging your products at the point of purchase look at the! for how well they" &$ catch the shoppers attention a!ongst their surroundings F$ ell you what they are and what they do C$ convey the key selling points < close the sale !elpful Tips: Stand well back fro! your products location in store when you look at the!$ Dlur your eyes3 can you still see the i!portant selling points? Walk along the aisle and try to find and understand your products without stopping$ Gould you read the brand and variant? Gould you understand what your products are and what they do in : seconds? )act" Shoppers assess value differently to us Insight: Shoppers !easure value in+store through a !iB of ele!ents and a host of trade+offs$ !elpful Tips: .ook at the product si=e i!pression$ 6oes it look bigger or s!aller co!pared to the logical alternative? 6ont just look at the volu!e or weight$ .earn to look at the nu!ber of usage occasions 0ie doses or washes in laundry1$ )or pro!otional activity, look at the percentage saved and also the cash saving$ How co!pelling is this in real ter!s for a shopper$ .ook at the deal and ask yourself 4would I buy that5? ction: ry to co!pare and contrast value by assessing it in the sa!e way a shopper would given the circu!stances$ We need to do the sa!e 8value trade+offs that a shopper would do at the point of sale$ )act" 4Shoppers5 buy because of years of history, personal bias and e!otional links Insight: Shoppers arrive at a store having !ade !any decisions already$ hey will have subconsciously chosen the outlet, the budget, and their their list$ Even !ore i!portant, they arrive with well+developed preferences for brands, based on associations built up over ti!e fro! a host of sources$ ction: -ake sure you cleans yourself of your personal biases$ ry to think of how they would be subconsciously preparing to shop in the store you are visiting$ !elpful Tips: 7ick a typical shopper out fro! the crowd$ Duild a hypothetical story up of who he<she is$ ?t a polite distance observe hi!<her throughout the trip$ ?sk yourself was that driven by what she encountered at the point of purchase or was it so!ething pre+ deter!ined 0ie decided upon out of the store1$ ry to link these back to your brand and ask yourself3 are you decided upon already or at the shelf in+store$ )act" In store staff know !ore than you when it co!es to shoppers Insight: We can learn a lot fro! the staff who work in+store and interact with shoppers daily$ In+store staff can help us to understand what !akes shoppers do what they do and !ost i!portantly what converts the!$ ction: When in+store, !ake an effort to interact with the staff$ alking the store !anager, the !erchandisers, our pro!otional girls and sales push tea!s can teach us allot$ !elpful Tips: hink carefully about how you engage with the!$ ?pproach the! in a non threatening way$ ?sk the! 8open ended ;uestions$ 6ont just tell the! about your brand$ )ind out off the! what is selling and what is not$ ?sk the! why$ ?sk the! why our products are easy or hard to sell$ How to prepare for your Store Hisit &$ Defore #ou ,o( F$ ?s you enter( C$ ?s you do the shop( I$ When you check out( :$ When you get back( Store 2bservation )low 6iagra! 2. s you enter" C$ ?s you do the shop( I$ When you check out( :$ When you get back( &$ Defore you go( &$ Defore you go( #elect your store $or stores% wisely. Think a&out what you want to get out of the trip. Write it down clearly and succinctly. #tate your o&jective. 'o your desk research on the channel( the retailer( the store. )now where you are going. 'o your desk research on the catch*ent area $the region( the location the street the shopping centre etc.% 'o your desk research on the shopper profile you e+pect to encounter $L#,( -ulture%
'ress appropriately. Try not to stand out. .ou need to &lend in/ you will &e *ore effective. Take along your *o&ile phone to take photos $if you are allowed% 0repare your 1*ock2up3 shopping list 4sta&lish your realistic 1*ock2up3 &udget ,ost i*portantly: ,ake sure your list and your &udget reflect the typical shopper/ not yourself. F$ ?s you enter( 5&serve transport types( and accessi&ility. 0ay particular attention to how the *ajority of shoppers are arriving and leaving the store you plan on visiting. lso look closely at car parks and how full or e*pty they are. Look at the surrounding &uildings( stores or shops. 0ay particular attention to what else is for sale in the i**ediate area( centre or *all. What type of catch*ent area is it. Where are people *oving to and fro*. 0ay careful attention to the people in the area. 6ote their nu*&ers( their *ove*ents and their activities. re they *ale or fe*ale. !ow are they dressed. 'o they have children or partners with the*. Look at those going in and those co*ing out of the store. What *ethod are shoppers using/ a trolley( a &asket or so*ething else. Think a&out their L#,/ is there consistency or is there diversity. ,ost i*portantly:$ ,ake sure you take this last chance to step outside of who you are and &eco*e one of your shoppers. C$ ?s you do the shop( ,ake a 7uick sketch of the store layout and any noticea&le features. 0ick up a &asket or get a trolley. 'o your full shopping trip now. 8se the list you have prepared. Try to stay in line with the &udget you have set. ". 6ow that you have co*pleted this task( reverse the process and replace all the products you have just selected one &y one. 4ach ti*e you do this ask yourself 9why did I chose that product:; 6ote the reasons down. Try to use criteria like( display( standard price( pro*otional price( pack si<e( clai*s( 05#( stand out on shelf etc. t this point also note down the route you took. ,ake specific points on where you visited versus where you did not. ,ost i*portantly note down why you e+cluded these aisles or areas. Think a&out influences like( signage( 05#( category adjacencies and the overall store flow. fter you have co*peted this e+ercise now take so*e ti*e to o&serve other shoppers. Try to spend just as *uch ti*e o&serving the* as it took to do yours. ,ake a note of the ti*e it takes others to/ shop each aisle( select each product. Its also vital to o&serve what *ode they are in. re they $i% i*pulse &uying $ii% selecting on autopilot( or $iii% thinking carefully a&out it. re they reading any of the following: 05#( #ignage( 0ack 'etails $front = &ack%. re they &eing helped or handicapped &y others with the* $ie kids%. Think a&out what sort of *ission they are on for e+a*ple( top2up( weekly stock up or e*ergency. Think a&out their *ood. re they enjoying this or is it a chore. If there are store staff availa&le ask the* what is selling and what is not. ,ake notes &ased on what they tell you. I$ When you check out( Take stock of the cash registers and what the 7ueues are like. re they long and if so how long is the wait. What offers and what *essages are &eing co**unicated at the checked out area. What type of products are on display. re they i*pulse lines or not. -onsider how others are paying for their &askets. re they using cash or credit. re they using loyalty cards or coupons: 5&serve how shoppers are leaving the store and watch for what type of transport they are using. re they walking( riding a *otor&ike or &icycle( driving a car or catching a for* of pu&lic transport $eg &us%. Think a&out how easy or how awkward it is for the* to *anage their shopping &ags. re they struggling or are they *anaging it easily. Think a&out how long it would take the* to get ho*e and if ite*s like ice crea* would *elt or eggs would get &roken. Watch long enough to deter*ine if they are going straight ho*e or if they *oving onto their ne+t task or location. Think a&out what they will do when they get ho*e. !ow will they &e unpacking and storing their products. What type of roo*s would &e in their house. What sort of *eals would they &e preparing"try to close the loop. :$ When you get back( ,ake sure you capture your notes in a way that you can share the*. #hare these with your tea* $including your line *anager% and also your -,I &usiness partner. Try to for* 1hypothesis3 for your key o&servations. 6ote these in a way that is easily recognised &y others. #ave or scan2in any *aterial that you collected on your trip like store folders>flyers( &rochures( pictures( sa*ples and pro*otional entry for*s. ,ake sure you save your findings( *aterial and photos in a place that can act like a catalogue. The concept &eing that you will add to it over ti*e. .ou can upload your *aterial to: http:>>tea*sites.unilever.co*>colla&>#hopperInsight>default.asp+ if you are a *e*&er. nd *ost i*portantly".for the insights that you &elieve to &e significant( draft a 7uick e*ail and send the* to the - #hopper Insight Tea*. .our contri&utions will help us &uild an invalua&le shopper knowledge &ase" nthony.woo?unilever.co* @onald.fernande<?unilever.co* ,elissa.orchard?unilever.co* 6eil.*unro?unilever.co* ? practical guide to i!proving your in+store observation skills here are three basic ways to i!prove your observation skills in+store" &1 Take a different perspective: #ou need to step outside of who you are and beco!e one of the!$ F1 The power of asking Why: %ust observing so!ething is useless$ We need to ask ourselves why did she do that or why is that good$ We !ust for! hypothesis to be proven, or disproven$ C1 The way we judge: We !ust appraise what we see i!partially$ he shopper !erit is deter!ined by the shopper, not us$ &$ We are not our shoppers F$ We go when we want to3 not when they need to C$ Shoppers go shopping to shop, not survey brands I$ Shoppers dont !anage brands, they buy the! :$ Shoppers assess value differently to us J$ Winning beauty contests does not e;ual sales K$ %udge the co!petition fairly >$ .earn fro! other categories @$ ?re you decided upon at the shelf, in+store or not? &'$ In store staff know !ore than you do when it co!es to shoppers *nilever !anagers are not representative of our shoppers$ We are well paid, educated and co!e fro! within the industry$ Shoppers shop on certain days at certain ti!es$ If you want to 8observe shoppers doing what they nor!ally do, you need to be there when they are$ When we go into store we are checking how our products and pro!otions look, or we are checking what the co!petition are up to$ Shoppers never do this$ We !ust observe shopping not survey brands$ When we go into store we =ero in on our beloved brands and products$ We block out everything else when actually this aspect is !ore i!portant because that is what we understand the least$ We need to do the sa!e 8value trade+offs that a shopper would do at the point of sale$ Stand out on shelf is !uch !ore i!portant than beauty when it co!es to driving sales and !arket share in+store$ Defore a shopper can buy a product they !ust be able to see it and understand it$ We judge things in store based on industry standards, not on the actual shopper !erit$ We critici=e the co!petition and post rationalise our errors or weaknesses in+store$ When we go into a store we go straight to our category and look at our brand$ Shoppers arrive in+store having !ade !any decisions already$ -ost will have decided upon the outlet, the budget, and their list without even a thought$ Is your brand decided upon like this or not? We can learn a lot fro! the people who work in+store and interact with shoppers everyday$ In+store staff can help us to understand what !akes shoppers do what they do and !ost i!portantly what converts the!$ When in+store you !ust step outside of who you are and force yourself to think and act like a typical shopper$ 6o your store visits at the !ost popular shopping ti!es on the !ost popular shopping days$ 7lan your trips well in advance$ 6isconnect yourself fro! your brand$ he bias of 8ownership in+store will handicap your ability to see what the shopper sees$ ry to co!pare and contrast value by assessing it in the sa!e way a shopper would given the circu!stances$ %udge your brand in+store by how well it catches the shoppers eye a!ongst its surroundings$ 7ressure test your standout by walking past the category without stopping3 could you see it? 6ont use industry !etrics to !easure what you see in+store$ #ou need to look and judge in+store eBecution in a way a shopper would$ .ook at as !any categories as possible to learn fro! others$ 2bserve what they are doing and ask why they are eBecuting in this way$ ry to apply these to your category to see if they are relevant$ -ake sure you cleans yourself of your personal biases$ 2bserve shoppers who buy your category$ 6id they use in+store sti!ulus to decide, or did they just grab the product auto!atically$ When in+store, !ake an effort to interact with the staff$ alking to the store !anager, the !erchandisers, or our own pro!otional girls can reveal allot$ 2bserve shoppers not ite!s$ .ook at behavior not products$ Walk the entire store following a typical shopper route$ *se a !ock+up list and use a trolley or basket$ Headline Headline Insight Insight Action Action