Shopper and consumer research: the context

Interviewee presentation: Yann Malvoisin

Yann Malvoisin is Director of Action Plus Shopper Research

Company presentation

Action Plus Shopper Research Action Plus Shopper Research has been specializing in shopper and consumer research for 25 years. With a presence in France and abroad, it is the market leader in shopper research in France. The company employs 15 full-time staff. Their strength? Real added value upstream (customized approach to customer business issues) and downstream (quality of advice and recommendations). As a result, our customers are very loyal, some of them for over 15 years (Nestlé, P&G...).

What are the different types of studies that an industrialist can conduct? Guest of the month: Yann Malvoisin

There are 2 main families of studies:

• Consumer research: most often, this involves testing the relevance of a new concept/idea and then testing this new product in order to establish a diagnosis after use.
• Shopper studies: they are used to better understand the buying behavior of the buyer (that we call Shopper) on the shelf or on a Drive / Ecommerce site. These studies also allow us to make a diagnosis of the shelf / site and identify the areas of development of turnover in a category.

Shopper and consumer research: the challenges

Why conduct a study? What are your clients' motivations? Guest of the month: Yann Malvoisin

• For the client, it is a matter of analyzing the shopper's perception of the category in order to identify the levers and the obstacles to the purchase of the category, the different segments and brands that make it up. These studies allow the construction of a category approach that will be shared with their retailer clients in order to work on the different levers (Merchandising, Assortment, Promotion, Innovation...).

What defines the Action Plus approach, how do you differentiate yourself?

We have 2 departments to meet the expectations of the different teams at our customers:

• 1/ The Category Management department: our objective is to support the client in the organization of his department. But also to recommend and test new merchandising organizations. Whether it is with or without accompanying signage/furniture.
• 2/ The Marketing & Product Innovation department: the objective is to assist our clients in launching an innovation on the shelf, by identifying the key success factors through a purchase "tunnel". (Visibility / Emergence on the shelf / Attractiveness / Understanding / Handling / Purchase). Beforehand, we share with our clients their business issues and define with them the type and depth of the study to be conducted. Translate into a study process (added value of the research institute).

What is the contribution of VR in the field of shopper research?

• Firstly, to be able to test a greater number of proposals. For example, numerous merchandising configurations (3, 4, 5 or even more). Generally speaking, this number of proposals is almost impossible to test in real life, given the constraints imposed by retailers' agreements (their stores are not test laboratories). (Their stores are not test laboratories).
• No limit on the scope of the search (a department, a universe, the store ...).
• Price competitiveness compared to other types of solutions previously used. The type of shelf space printed on a full-size tarpaulin (ratio of about 1 to 3 on the design of the plans). In addition, the virtual shelf has no size limit (vs. tarpaulins that must be installed in specific rooms / complex logistics of tarpaulins).
• A flexibility that allows, potentially, to evolve certain elements within the framework of a "Test & Learn" approach. This flexibility allows you to change certain elements as part of a "Test & Learn" approach, such as changing your markup according to the lessons learned. On the other hand, the tarp is a one-shot, with no possibility of going back to it.
• In the context of online tests, it is possible to reach very specific targets.

The solution provided by Retail VR offers us a range of complementary tools, with real-life (physical store) or virtual (3D shelf space) methodologies. All depending on the context and objectives of our customers. Interested in this interview with Action Plus guest of the month Yann Malvoisin on shopper and consumer research ? Don't hesitate to contact us.