How In-Store Research Can Be Vital for Your Company

Back to blogs

How In-Store Research Can Be Vital for Your Company

A magnifying glass over bars from a chart next to the word profit demonstrating in store researchShopper behaviour research has many benefits. Because it allows you to learn more about your customers, you are better equipped to meet their needs. Using the best available shopper research techniques, SBXL provides you with the tools to improve your shopper experience.

With a store that is easily navigable and products that are simple to find, you can gain increased sales, higher levels of store loyalty, and increased family-and-friends referrals.

Why Surveys Can Only Tell You a Limited Amount

Most businesses begin their in-store research with customer surveys. While these can give a low level of detail about your customers, they can quickly become misleading.

Customers don’t tell the full truth. Most of us, when asked about something we can’t entirely remember, will make something up. Rather than a conscious lie, this tends to be down to the brain filling in the blanks. We tend to utilise our short-term memory when carrying out routine procedures such as grocery shopping, meaning that we remember very little later on. We won’t be able to remember if we noticed that there was a larger range of fruit teas on offer than normal or if we had issues finding the products we normally buy. There is also an issue with the medium itself: shoppers are unlikely to want to give great detail in a written survey due to the amount of time it takes to write out.

Customer surveys mean that shoppers are free to forget, omit important details or even deliberately mislead the store as they are embarrassed about their motivations or actions. Shoppers are unlikely to tell anyone, for example, if a cereal box tears when they pick it up, scattering cereal across the floor. This is quite likely due to the fear of the “you break it, you buy it” rule.

CCTV-lead shopper behaviour research, on the other hand, has the power to remind customers about the moments leading up to every purchase, allowing them to remember vital details.

Case Study: Shopper Behaviour Regarding Fabric Conditioners in South Africa

Carrying out film-based shopper research allows stores to identify key issues with their stores or product range.

SBXL carried out in store research in a South African supermarket after the owners noticed that the majority of their shoppers weren’t buying fabric conditioner. CCTV footage showed that it wasn’t a matter of shoppers being uninterested in fabric conditioners, so why weren’t they buying the products?

Using CCTV customer interviews, SBXL managed to get to the root of the problem. The majority of shoppers were without access to hot water in their homes. This meant that although they were able to wash their clothes — as there were cold water washing powders available — they were unable to use the fabric conditioners, which were only suitable for hot water washes.

Following on from this shopper behaviour research, fabric conditioner that was suitable for cold water use was developed. This lead to a higher level of satisfaction for the customers and increased purchases for the supermarket.

Other Methods That SBXL Can Use for in Store Research

There are many methods of in store research that can improve your knowledge of your customers. Eye tracking can find out where your customers are looking and how long for, showing you areas that need to attract more attention. In-depth Xtraviews help you to get in-depth answers, using not only the shopper’s reply but their body language and tone as well. Video-led interviews use video prompts to get accurate answers from customers, getting shoppers to relive their entire shop.

Your customers may not be able to tell you how you can best optimise your store, but SBXL can help them to show you.

If you want to know more about your retail shopper behaviour, speak to Shopping Behaviour Xplained Ltd. We use psychological insight to explain and predict how consumers will behave. SBXL operates in seventeen countries for hundreds of clients including Mars, Tesco, and B&Q.