Activate: Beer


A global brewing manufacturer, concerned about perceptions of declining shopper engagement wished to conduct a full retailer and shopper study of the beer category across major UK retailers.


Approach

A mix of methodologies was used. An Online Shopper Survey was ideal for exploring pre-store planning and the pre-shopping mindset. In-store observation helped establish spontaneous shopper interaction with the fixture, its merchandizing and promotional materials without the need for post rationalization.

In-store interviews fully explored consumer mindsets at the point of purchase and their purchase decision processes and triggers. The effectiveness of in-store stimuli in diverting shoppers from their pre-store shopping mission was integral to this.

Recommendations

The study delivered retailer-specific findings and recommendations for the manufacturer.

Client action

The client was able to leverage the findings and approach each retail partner with the mutually beneficial objective of fully re-engaging shoppers with the beer category in their specific store.


We are using cookies to understand the visitors’ use of our website and to improve your browsing. If you continue browsing, we'll assume that you are happy with our use of cookies. Learn more