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There is a simple but effective framework we devised for interpreting the results and identifying consumer segments. Based on our tests, we realized that there are 4 types of shoppers when it comes to brand loyalty.
The first group are the instant switchers who abandon the brands immediately after the 1st round of shopping in the out-of-stock exercise and don’t pick the brand in the later steps. The second group are the switchers, who abandon the brand between the 2nd and 5th shopping exercise and don’t return to the brand by the end of it. We call the third group the risky ones – they abandon the brand at some point but come back to their initial choice in 5th attempt. And finally, the fourth group are the loyal shoppers – they are consistently buying the same brand in all the out-of-stock exercises.
When you know how the sample spreads across each of these 4 types of consumers, you can start to think about how to assist their shopping
and ensure your brand is not ignored due to a bad planogram or that you have a chance as a replacement for your competitor, and from where do these buyers come, what triggers them to make the switch. It very clearly ranks consumer priorities – if a shelf is not executed properly, it is frustrating and can affect sales.