This document discusses a new solution for understanding shopper behavior by engaging communities through social media, in-depth research, and co-creation. It provides examples of case studies using this approach, including examining shopper decision trees for spirits purchases and testing new store shelving initiatives. Participants provided both expected and unexpected findings, such as concerns about breaking bottles and suggestions to add LED lighting to shelves. The key benefits of this approach are leveraging unbiased insights from shoppers to better understand what drives their purchasing decisions.

1. Distilling Insight Through
The Shopper’s Eyes
May 1, 2012

2. Outline
Challenges & Objectives
Current Approach
New Solution
What We’ve Learned

3. Challenge
Behavior is measureable…
…but what drives behavior?

4. Current Solutions
SIP has answered several key questions:
WHAT? – Detailed sales metrics
WHERE? – Analysis of channel & regional data
WHO? – In-depth shopper segmentation
But WHY?
This is the key to truly impacting the purchase
decision

5. A New Solution
Community
Engagement
Social Media In-Depth
Analysis Research
Co-Creation

6. Community

7. Targeted Recruiting
Age verification
Application, not Registration

8. Social Media Listening

9. Co-Creation
Idea Idea Idea Idea
Idea Idea
Ide Idea Idea
a
Better Idea Better Idea Better Idea
Great Idea
An iterative process adds value to a
collaborative effort that showcases
a crowd’s creativity.

10. Distilling Insight

11. S.I.P Case Study
Why did I choose unbranded approach?
The decision to go “un-branded”
Most have been ‘consumer’ oriented but we wanted to
be ‘shopper’ driven without big name bias
Upside: Leveragable with the retailers, buyers, and
distributors as unbiased.
Downside: More care required to keep the brand bias
out.
Can not promote my own brands.

12. S.I.P Case Study
Endless possibilities
Options....
Pre-Shop Shopper vs Consumer
Store Selection & Planning
Ad browsing, Digital usage My Products vs Competition
Usage/Recipe Ideas
Pre-omnibus research vs
In Store Research Follow-ups
Product Trial / Loyalty
Purchasing/Shopping Can run a theme for months vs
In Store Promotion 1-offs
Planned vs Unplanned
Post Shop & Consumption

13. S.I.P Case Study
CASE #1
Market Structures and Consumer Decision Trees
Pre - store
Total Spirits
Flavored Pre-Mixed /
White Spirits Brown Spirits
Alcohol RTD
(Net) (Net)
Beverages Cocktails
Whiskey /
In - store
Rum (Net) Vodka (Net) Gin Tequila
Bourbon
Unflavored Unflavored Scotch
Brandy /
Flavored Flavored
Cognac
Cordials or
Spiced
Liqueurs

14. S.I.P Case Study
CASE #1 cont’
Balancing the Quant and Qual
With each ‘What’,
you can ask the ‘Why’

15. S.I.P Case Study
CASE #2
Shelving initiative:

16. S.I.P Case Study
CASE #3
We don’t know what we don’t know...
We are all experts in our product segments so we are
biased...
Think back to when you were new to your category...
You probably had lots of great ideas,
New perspectives
Brought new excitement to the game....
This is the same fresh input coming into your world to
possibly help shift your paradigm

17. S.I.P Case Study
CASE #3 cont’
Expected Findings
We were expecting to find a new form of
brand blocking, price flow, segment
mixing, etc...
We heard that the segments, brands, and
price flow or not an issue – shoppers are
too familiar with the existing format and
generally do not want the disruption
Unexpected Findings
1) Worry about breaking bottles
2) Light up the bottles with LEDs

18. S.I.P Recap
1. It’s a relationship: people are eager to
help if given the opportunity
2. Its not just radio buttons and crosstab
results: get open feedback
3. Double check your existing
information, better plan new research
4. Find a fresh perspective

19. Thank You
Questions