Category: Tools

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The majority of the client questions can be summed up into three topics: the first and the broadest is the situation when the client knows a lot about brick-and-mortar shopping but wants to know more about online shopping patterns for the specific category. The second topic is more concerned with the client’s product presentation on the retailer website – can shoppers find the particular product? The last category refers to more specific and tactical questions that focus on the product performance once certain changes are implemented. When we explore how the category is bought online, we start with our navigation tracking approach: this tool unravels the spontaneous behavior on the retailer’s website.

As for the product presentation on a retailer website, usually meaning its visibility and overall findability, we use a combination of methods.

We use both navigation, eye and interaction tracking – navigation helps us uncover how much time and effort shoppers invest in finding a particular product that usually clients want. Eye tracking gives us an additional perspective on how noticeable that product is on the retailer’s list. When it comes to more specific questions, considering the impact of different optimizations, we rely on the eye and interaction tracking that identifies key conversion triggers in this optimized context – how each of these introduced features affects a purchase intent and to what extent.

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Many things. First of all – the agile approach is something that we as a big system could not say was one of our key advantages in the past. We are heavily learning from small companies and are now applying many agile principles in the way we operate. Uncertainty is something that is an everyday situation that small companies are managing.

For us, being big, we were trying to remove uncertainties – but now we are learning how to accept it as a way of doing business and dealing with it each and every day.

Many small companies have a super-efficient and authentic vision and mission with a purpose – which when you are big and with a wide portfolio means you need to cover the needs of a different part of the business so you can not be so focused on the vision and mission. Then there is high engagement internally among the employees and externally, especially with the consumers. Something which they can be really proud of, and we are learning from them and trying to apply consistent interaction with their consumer and basing the business model on that interaction. And finally – alternative channels. Big companies usually tend to go to the mainstream channels to distribute products there, while smaller companies are trying to go the other way around and plug into the alternative channels to build the brand and the product there.

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What we are trying is to follow clients’ processes, especially the stage-gate innovation cycle, and support the decision making. From the ideation phase to the final execution on the market, we are equipped with different behavioral tools and metrics, both measuring System 1 and System 2. With some clients, we are involved from the very beginning. Some clients need a disaster check, and some primarily ask how to improve the product. Together with our Tech & Design Teams, we developed an Online and Virtual Shopping Lab where we simulate typical shopping situations and measure shopping behavior. Thus, we’ve come to a moment of truth. The tool is very flexible, enabling different modifications in the designed context and at the same time conceived to provide strict control over important behavioral drivers – here, we have an experimental design. It allows us to test different scenarios and confirm that the shopper is recognizing something on the shelf as a novelty.

We are embedding store walk-through, introducing different POS materials, varying different placements, planograms, and types of displays while at the same time sales potential of the new product is measured.

We are repeating purchases and sometimes expose shoppers to out-of-stock situations to identify what are the risk of listing new SKU.