Retail & shopper

TNS Research International (TNS RI) Retail & Shopper research is designed to uncover the shopper behaviour, motivations and decisions which drive brand success. We help clients optimise the retail environment to influence shopper behaviour and decisions all along the Path to Purchase®.

Our approach is based on three fundamental beliefs.

Improving conversion on the Path to Purchase is key to success
Shoppers go through a number of different steps on their Path to Purchase – from choosing a store to selecting a brand. By understanding shoppers and the shopping process, insights can be developed to identify strategies and tactics that positively impact behaviour and decisions, resulting in increased purchase conversion.  

Observational techniques must be used to understand shopper behaviour properly
To research the Path to Purchase, we can not rely simply on traditional interview techniques: shoppers will tend to rationalise their selection process despite the fact that 80% of shopper behaviour is sub-consciously controlled. The integration of traditional questioning with sophisticated observational techniques is therefore required to fully understand the shopper.  

Shoppers and consumers are intrinsically linked, yet they have different behaviours, needs, and motivations
Consumer needs drive shopper behaviour because shoppers shop to fulfil their consumption needs. However, although the shopper and the consumer may be the same person, their needs are two different yet complementary elements of the overall Path to Purchase. By aligning consumer and shopper strategies, brand owners and retailers can influence the propensity to purchase and consume products, and ultimately build brand equity and desire.