Consumer centricity and shopper centricity are two sides of the same coin. Being consumer-centric means providing the right product for the right target group; being shopper-centric means understanding how to influence consumers at the point of sale. Often, the right products are available in the supermarket aisle, but shoppers struggle to find them, so, they leave the store without buying anything. To better understand how shoppers shop, insights departments spend a lot of time and money on research with external agencies. But inside the corporation, everyone buys groceries: laundry detergent, shampoo, chocolate, and drinks, every week. Why not crowdsource your own workforce for more insights? At the same time, you motivate your own people to take pride in point of sale.
To make crowdsource POS research as powerful as possible, clients at Market Logic use a smartphone app called ‘Shopper Eye.’ ‘Shopper Eye’ encourages your workforce to evaluate and improve in-store execution during their own, private grocery shopping missions. For example, your employee goes to the supermarket to purchase shampoo. She goes to the cosmetic aisle, and the first thing she notices is your competitor’s shampoo display. The second thing to catch her eye is your company’s shampoo display. At this point, she can quickly and conveniently open the ‘shopper eye’ app on her smartphone, take a quick snap, and complete a micro-survey (5 questions max).
Her results, alongside results from thousands of colleagues around the world, are immediately updated to live dashboards so shopper marketers can see where there are problems (by country, distribution channel, category, or brand) and how to improve.
A few key learnings for apps like ‘shopper eye;’
How do you motivate your workforce to boost performance at the point of sale? We’re curious to hear your feedback.