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Shopper Marketing
The most accurate method for evaluating shopper marketing is by monitoring the attitudes and behavior of actual shoppers where the marketing exists and the purchase decisions are made.

Given Integrated Research's ability to design and execute both sales and survey research, we take a holistic approach to evaluating and measuring the impact of retail or shopper-centric marketing. We can monitor the execution of the program or conduct an in-store research study to accurately assess its effectiveness across one or more of the following measures:

• Incremental Volume
• Return-on-Investment (ROI)
• Brand Equity & Awareness
• Ad Awareness/Recall
• Content Evaluation
• Frequency/Reach/Impressions
• Conversion/Source of Volume
• Purchase Influence

Shopper Marketing: Research Techniques Utilized

• Shop-Alongs
  These one-on-one in-depth interviews provide feedback about the influence of shopper marketing on the customers purchase behavior and attitudes.


• Merchandising Audit
  Verifies the retail compliance of the shopper marketing through physical audits in a representative sample of stores. Any observable condition can be measured, including location, copy, display activity, out-of-stocks, etc.


• Controlled Store Matched Panel Test
  Provides a statistically sensitive read on the incremental sales impact of the shopper marketing by utilizing historical sales and a matched store panel/group.


• Point-of-Purchase Observation & Intercept Interviews
  Determines the impact of the shopper marketing on consumer behavior and attitudes by intercepting category shoppers.


• Point-of-Purchase Videotaping
  Shopper behavior recorded at the point-of-purchase to evaluate customer interaction with retail marketing.

Shopper Marketing: Potential Marketing Initiatives

• In-Store TV
• In-Store Radio
• Shelf Signs
• Displays
• Demos
• Kiosks
• Instant Coupon Machines
• Floor Ads
• Electronic Signs

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