A new expression for an old sales phrase is that “nothing happens until somebody buys something.” Today, there’s a dramatic shift by CPG marketers to identify opportunity not just “out in the marketplace,” but right into the heart of the store, its aisles and its shelves—the places where these brand leaders constantly seek ways to maximize impact and ROI.
The question is whether their view is full enough to warrant foundational change.
Halverson Group helps CPG brands build awareness, product knowledge, customer loyalty, sales and market share by pinpointing all the real-life, real-world opportunities that exist within the information-rich environment of the store. We’ve recently introduced a specialized research innovation, called MomentZero®, which provides manufacturers with an eye-opening view of real consumer behaviors and motivations taking place during actual visits to the store.
Through an interconnected methodology of video and audio behavioral analytics, shop-alongs, and exit interviews with shoppers, MomentZero provides deepened understandings of actual consumer behaviors, motivations and barriers to purchase—all in real retail environments. This research innovation can answer a number of foundational questions:
- Is the packaging influencing customers in a desirable way?
- How are shoppers touching, observing, and discussing the brand?
- Did they switch to or from another brand? Private label?
- Who almost bought but didn’t? Why?
- Are there unrealized opportunities elsewhere in the store (end-aisles, check out, under counter)?
Halverson Group brand experts and analysts have helped manufacturers address these and other questions in a wide variety of supermarket, big box, c-stores, and mass merchandisers.
