Driving Synergy with Your Shoppers’ Decision Path
T02, W02

Presented by: Unilever and Nielsen Customized Research

Most research gives an extreme close-up of the point of sale ‘moment-of-truth’. However, moments of truth begin far earlier than that – in shoppers’ homes and hearts and heads, on the streets they drive through, the stores they find parking at, the amount of time they have and where they have to get to next.

The decision path from store entry to aisle to shelf is really just one-third of the story. To actually get through to today’s tuned-out, information-saturated shopper, you need to get the other two parts in place.

This session reveals the shopper in 3 dimensions. It is based on a recognition that moving the brand off the shelf requires an integrated understanding of shopper predispositions, channel choice and in-store dynamics.   These are combined to deliver holistic and actionable insight that helps manufacturers not just sharpen their retailing strategy and unlock unrealized brand opportunities, but also create mutually rewarding partnerships with retailers. A case study conducted by Unilever and Nielsen will demonstrate how you can leverage unseen sales potential and target the most worthwhile shopper segments.