Monday, October 21, 2013

Live from TMRE13: Using Real Time and Over Time to Track Shopper Purchase and Behavior



Using the comical nostalgic ad of how chocolate and peanut butter came up in a rather unfiltered way: “Your chocolate is in my peanut better” vs “Your peanut butter is in my chocolate”, PurchasedNow unfolds shopper behavior tracked in real time.

Existing methods limit in addressing complexity:
  • Post hoc online surveys
  • Home scanning panel 
  • Loyalty card
  • In store intercept
  • Shopper ethnographies


The Litmus test ensures that data is timely, representative and accurate. It is a 5 stage methodology to track behavior of shopper methodologies.

  1. Recruit shoppers who shop via Shopalong app.
  2. Capture shopper intent based on what their shopping plans are
  3. Track actual shopping behavior
  4. Capture receipts for details of what they buy/do
  5. Post purchase survey to check for disparities with planning

As a case study of my favorite holiday Black Friday, these were some cool facts unearthed in this seminar:

59% of Black Friday shoppers went to a different store than the one they originally planned on, mainly based on convenience. 31% of brand swappers were influenced by a shopping partner to change plans! And 31% of consumers buy more at the store they go to first.

Sourabh Sharma, Communication & Social Media Research Expert at SKIM, an international consultancy and marketing research agency, has a background in engineering, marketing and finance from the University of Pennsylvania, and the Wharton School and Rotterdam School of Management. Having worked in marketing and product development at L’Oreal, followed by a stint in management consulting, he now passionately enjoys the world of social media, and can be found on every platform with his alias sssourabh. He is a food critic and a fashion writer, and documents these alongside strategy on his blog called 3FS. He may be reached at s.sharma@skimgroup.com. Follow him on @sssourabh.

No comments: