The retail environment is highly competitive. Even subtle nuances such as colours, product placement and smells can significantly influence purchasing decisions.
This is where GIM Shopper comes in, helping you to gain deep insights into your consumers' behaviour and illuminate all facets of the buying process - from in-store orientation patterns to brand positioning and packaging perception.
Our approach incorporates comprehensive category knowledge and many years of retail experience. Our expertise enables you to think beyond the point of sale and develop holistic strategies for your market success.
Fields of application of GIM Shopper Research
Our shopper research is used in four key areas of activity:
Trade marketing: The focus here is on generating shopper insights, such as orientation patterns and consumer purchasing decisions. We also test POS marketing tools in terms of expectations, relevance and effectiveness, as well as optimal orientation in the store and on the shelf.
Brands at the POS: The focus is on your brand and its viability at the POS, including consideration of the competitive environment. Another focus is the perception and understanding of your product at the POS as well as the communication performance of the packaging.
Category management: Here we generate shopper insights with a focus on product range understanding and expectations. We also test and optimise your assortment and placement strategies, including assortment optimisation, ideal placement and planograms.
Retail: We research shopper insights to help retailers better understand their customers, including analysing buying situations, shopper missions and customer loyalty. In addition, we analyse specific shopper expectations and evaluations as well as the impact of your store design on in-store communication, shopping experience, store design and layout.
Industry-specific fields of application for GIM Shopper
GIM Shopper Research focuses on the following sectors
- Near/non-food: personal care, OTC products, home care, paper products
- Food: Baked goods, beverages, confectionery, dairy products, luxury foods
- Durables: Mobile phones, household appliances, small electronics, media, clothing, shoes, automotive, furniture, power tools
- Services: Banks, insurance companies, public transport, car repair shops
Methods and realisation
We combine traditional qualitative research methods with the latest digital tools for POS research. It is particularly important to us to capture purchasing processes in all their complexity instead of reducing them to linear models. Our diverse methods are designed to comprehensively illuminate the most varied aspects of purchasing behaviour.
Our portfolio of solutions covers a broad spectrum: from sensor-based observations and virtual shelf tests to eye-tracking and classic POS surveys.
We also produce descriptive video samples directly from field research. Our network of trained POS interviewers covers the whole of Germany. Internationally, we work with experienced and trustworthy partners who specialise in POS research.
Your contact
I will gladly advise you.
Rebecca Stark de Pellecer
Research Director