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Evolution Insights, the shopper marketing consultancy is proud to announce its forthcoming publication, ‘Brand Loyalty: Creation and Retention’.
Addressing the role of shopper marketing in promoting brand loyalty in-store, Evolution Insights presents authoritative research, analysis and insight into shoppers’ motivations and behaviour while considering brands at the fixture.
In an environment of heavy price promotion and a switch and save shopper mindset, FMCGs must look beyond their traditional above the line marketing campaigns, and seek also to defend their brand equity in-store at the point of purchase. |
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Presented on a category basis, the report offers detailed insight into the drivers of shoppers’ brand choices in-store at an actionable level, enabling FMCGs to make category level decisions regarding their marketing strategy at the point of purchase.
Price:
Category report: £1,850 + VAT
Additional brand level reports: from £500 + VAT
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Tailor this report and its findings to your needs. Read more about our Insight Plus services here...
Aimed at FMCGs, retailers and in-store creative agencies, the report will help you to:
- Understand the importance of in-store marketing for building and retaining brand loyalty, and recognise the complementary roles of above the line and below the line initiatives.
- Profile shoppers according to their preference towards brands in-store, for your category.
- Ascertain shoppers’ drivers for purchasing brands in your category.
- Determine which characteristics of brands and shopper marketing initiatives can be leveraged most effectively to get products into shoppers' brand repertoires.
- Discover new perspectives on how to differentiate your brand.
- Compare and contrast shopper marketing initiatives at the fixture across different categories.
- Make category level decisions regarding your in-store marketing mix, choosing the most appropriate promotional tactics to defend and build your brand.
- Examine how shoppers behave in response to range rationalisation in your category.
Utilising a broad range of research methodologies, the report will deliver a unique 360-degree perspective of the market.
Sources of primary data include a survey of a quantitative survey of 1,100 food and grocery shoppers in the UK and detailed store audits. Secondary research includes government statistics, company and broker reports, news articles, trade and academic journals and Evolution’s in-house proprietary databases.
Expected date of publication: August 2010
Indicative length: 100 pages
In-depth category reports available for
- Bread
- Coffee
- Crisps
- Deodorant
- Lager
- Shampoo
- Shower Gel
- Washing detergent
- Yoghurt
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