Shopper & Retail in Emerging Markets

Ipsos Marketing is focused on providing best in class Shopper insights in Emerging Markets.

Why emerging markets?

Because these markets are growing, they are different and they require specific tools designed to understand their unique retail landscape. The challenges in Emerging Markets are very different from those in Europe or America. In markets like India, China and Latam, the traditional trade are much more developed than supermarkets and for Manufacturers the majority of their business is sold in traditional outlets. Even as Supermarkets develop the power struggle may well be different to that in the developed markets.

Ipsos’ Shopper philosophy is focused on understanding and using the outputs of research to influence what actually happens in store – whatever the type of store:  a small traditional shop/kiosk or a large supermarket in a shopping mall or an out of town hypermarket. Even in some emerging markets we see the growth of on-line shopping.  

However we do not focus on “nice to have” information but rather aim to limit our data collection to those key measures that answer specific Retailer and Manufacturer questions, e.g.:

• Which SKUs could be delisted without loss of sales or impact in a particular store/channel?
• What POS materials work in attracting attention and improving sales?
• What is the optimal range to meet the types of shopper who frequent these stores on their typical shopping missions?
• How do I influence the store owner whom I don’t supply directly?
• How can I get the right price for my portfolio and how does each SKU interact with others in the category?

What is the impact of my category in this place in the store? Is the conversion good enough? How does one store compare to others – is the retailer losing out? 

Ipsos Marketing has a range of tools designed to focus on these markets:

Shopper Lite, Traditional Shopper, Decision Tree, Sudoku Workshops, Price/Promo/Range Evolution