The POS: The main site of competition
 

The POS: the main site of competition

For an increasing number of companies, the POS has become the primary site of competition for customers.

GIM’s POS research can help you analyze and understand shoppers’ actions, and exactly where it all happens: at the Point of Sale. Only here, at the Point Of Truth, consumers come into contact with the entire competitive field.

For this reason, it is imperative that companies position themselves in this increasingly price-driven environment with innovative concepts.

The GIM Shopper research concept:

  • Our research focuses on the shopper.
  • We investigate the shopper behaviour in real shopping situations and, as often as possible, at the real POS.
  • We complement the observations of actual shopping behaviour with verbal explanations concerning shopping behaviour.
  • Our approach combines qualitative understanding and quantitative sampling, for a deeper understanding of how shoppers behaviour.
  • We use models developed specifically to describe buying processes, the GIM Shopping Missions & Strategies.

Get in touch with us, we look forward to hearing from you.

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Methods used in GIM Shopper Research :

  • Observations and analysis of behaviour by video on the POS
  • In-depth interviews at POS exit and discussion groups on the POS
  • In-store checks with consumers and employees
  • Analysis of touchpoints using attention tracking (e. g. digital screens, secondary placements) 
  • Documentation and exploration of consumer behaviour through online diaries, tracking applications and accompanied purchases, including eye-tracking on smartphones
  • In-store controlled tests
  • Store mapping by camera or Wi-Fi
  • Creative workshops to further develop POS tools

Solutions for:

  • Category management: optimal strategies for product range and positioning
  • Trade marketing: more effective ways to reach consumers through a better understanding of consumers and the different categories of shoppers
  • Marketing: brand management and evaluation of the product, packaging and price on the POS
  • Retailer: optimal store layout, targeted customer approach and efficient services
  • E-commerce: qualitative insights to enrich your own databases
  • Marketing on the POS: development of marketing tools focused on shoppers / analysis of media effectiveness...