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TNS Magasin Studies Non-Purchase Decisions
TNS Magasin has launched a service focusing on understanding shoppers who don't buy the products in front of them, identifying and analysing attrition amongst shoppers at every stage of the process.
The firm says these non-purchasers are 'a huge potential source of extra business - in the store, in the aisle and at the category'. The service uses filming or path tracking techniques to look at attrition from the whole retail outlet through individual category to SKU, and also interviews a statistically significant number of non-purchasers to establish perceived and actual barriers to purchase. For example, it aims to establish why a shopper enters a store but not a certain aisle, or browses an aisle but not a particular category.
An initial project for a major brewing company revealed how successful the beer category is at converting store traffic to purchasers, according to TNS Magasin; in addition to who the beer shopper is and how sub-categories perform in various locations.
Founder Simeon Scamell-Katz says traditional research has concentrated primarily on purchasers: 'By focusing on non-purchasers, we are illuminating the stages in the shopping journey at which our clients are losing customers and why. Clearly, the biggest opportunity to increase sales is with those potential purchasers who are in front of the fixture but not buying.' He adds that the approach 'brings every single area of under-performance into sharp relief' and thereby 'delivers actionable insights pretty well immediately.'
Web site: www.tns-magasin.com .
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