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* The In-store Environment Date Published: 17/10/2006 *
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The In-store Environment  

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An IGD report revealing how to inspire and engage shoppers in store

  
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It is a commonly held view that the majority of purchase decisions are made at the point of purchase, and recent behavioural research suggests that shoppers ignore at least one third of what they encounter in the retail environment. As a result, products must break through the noise that surrounds them on fixture in order to work their way into a shopper’s evoked mindset. Once there, the product must address a shopper’s primary need and differentiate itself from it’s competitors.

So do shoppers have their own in-store satellite navigation systems? With store layout such a key part of the supermarket experience, do we really understand the way shoppers shop?  Using in-depth customer research, IGD's The In-Store Environment report will answer these questions and much more.

 
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The In-Store Environment covers areas including:

Customer Orientation – how do store layout, information and customer service support the in-store offer?

Fixture Navigation – which merchandising tactics help shoppers make sense of the retail environment?

Product Location – what types of point of sale help shoppers shop a fixture?

Converting to Purchase – what can be done to inspire and engage shoppers in every aisle?
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INTRODUCTION
  • The key findings of the report in an executive summary format
  • Research Methodology
BACKGROUND
  • Shopper Behaviour
  • The Retail Environment
  • The Shopping Process
  • The Importance of Store Layout
CUSTOMER ORIENTATION
  • Shopper Behaviour in store
  • Behaviour Trends
  • Example Route around Store
  • The Impact of Format on Behaviour
  • The Impact of Shopping Missions
  • Category Purchasing Behaviour
FIXTURE NAVIGATION
  • Navigation tools
  • Aisle Behaviour
  • Brand Blocking
  • Colour Coding
PRODUCT LOCATION
  • The Role of Point of Sale
  • Visual Merchandising
  • Merchandising Tactics
  • Produce cues and packaging
PRODUCT SELECTION
  • Influencing Product Choice
  • Shopper Conversion
  • Influencing by location
  • The Evoked Set
  • The Final decision
ENGAGE & INSPIRE
  • In-store initiatives
  • Merchandising initiatives from around the world
  • Brand Store Concepts
  • New Store Concepts
  • New product Concepts
CONCLUSION
  • Summary and implications
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