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Confectionery tales...

Please note that this a real case study - we've just changed the names.

The facts

Adrian is the Category Marketing Director for a major confectionery manufacturer (aka Choccers). All Choccers research to date said that confectionery shoppers avoid the confectionery aisle in the supermarket. As such, Choccers were pursuing an out of aisle shopper engagement strategy. We found that not only did shoppers not avoid the confectionery aisle, but that it was one of the busiest aisles in the supermarket!

The challenge

Sally is trying to be good. It's Tuesday night and the usual rule is no chocolate Mon-Thurs. Along with the wine rule & that's exactly what Sally said in the market research survey she completed at home last night. But, it's been a long day and Sally's favourite chick flick is on tonight so instead of avoiding the confectionery aisle, Sally goes down it and buys herself a treat bar of chocolate.

The solution

Does this sound familiar? The number of times I heard my Mum say, 'I only went in for bread & milk and came out with a bag full!'. In many cases, without willingly or knowingly, the reality is that what shoppers think they do, did or are going to do can be very different to what they actually do when they start shopping. So many things influence us every day and shape our decisions that the reality is that unless you are observing & talking to shoppers whilst they are in the store making the shopping decisions, their accounts are unreliable. That's why we focus cleanly on in-store behavioural & attitudinal shopper research in order to overcome the fundamental inaccuracy between what shoppers say they do in post-event research & what they actually do in real time shopping.

The results

As for Choccers, they immediately changed their strategy to an in-aisle engagement strategy focussed on cross-segment browse to purchase - which was where the real problem was - and grew the category as a result. They still subscribe today and continue to learn about how the shopper is evolving in their behaviour and have since moved on to an even bigger in-store opportunity now that the cross-segment purchasing has improved.

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