Imperial Tobacco The Imperialist 1 Engl | страница 7

#Workshop
Based on the research, we found out the
following:
Shoppers' attention generally focuses on a sales-
person; thus, equipment located close to a sales-
person is where a shopper’s gaze rests most
often. markets: they enter a store, choose their usual prod-
ucts and leave. Besides, communication between a
salesperson and a shopper is very limited: people are
reluctant to engage in conversation. There is a broad
range of product items offered in our market by various
manufacturers; therefore, much more time and effort is
needed to make the brand noticeable. A similar situa-
tion is observed in Spain. However, the situation in Rus-
sia is unique due to the display ban. We can therefore
conclude that Russian shoppers spend very little time
on purchasing cigarettes and are among the most loyal
shoppers in the world.
We should avoid positioning our packs on the
two upper shelves of POS equipment. According
to the research results, 20% of shoppers notice
our brand when it is on the upper shelf, while 45% see
the brand when it is at the eye level, i.e. 1.2–1.6 meters
from the floor. Exit interviews also prove that when a
brand placed at the eye level the shoppers see it four
times more often. Anna Matushkina: “We are working to identify the
most deep-seated habits and preferences in shopper
behavior. The survey showed that nearly 94% of peo-
ple who visited a POS in Russia ultimately bought their
usual SKU. However, we know that 20% of consumers
change their habits and switch to another brand within
two years. And we should remember that when plan-
ning our initiatives.”
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Our volume-generating SKUs should be placed
at eyelevel and below – 1.2–1.6 meters from the
floor. 50% of all shoppers' eye movements were
fixed at that height.
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the results of the eye-tracking research are 100% ac-
curate,” says Anna Matushkina, Trade and Con-
sumer Insight Manager.
“We then asked consumers to fill out a
questionnaire and did a short exit interview
from a POS asking shoppers what they had
purchased, what brands they had noticed, what
activation and in-store equipment they remembered
most and why.”
Salesperson behavior research
Salespeople were also engaged in the
eye-tracking survey. That helped us under-
stand how easy to use our equipment is for
salespeople and how we can improve it. We
also carried out individual sessions with each
salesperson where we discussed shoppers’ vis-
its to their store to work out how we can optimize our
merchandising and improve sales.
It is worth placing at least one popular and
best-selling competitor product in our equip-
ment in order to attract more attention and en-
sure that our equipment will be opened more often.
For instance, when P&S is positioned near Winston, it is
noticed by consumers 15 times more often.
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Our brands catch shoppers’ attention more often
when disruptive displays are used; they also in-
crease the brand recall – exiting a POS, shoppers
list our products among those noticed.
Speaking of shopper characteristics in Russia, our ex-
perts note the speed of purchasing averaging 32 sec-
onds. Shoppers are very prompt compared to other
What influence do you think a research project and work-
shops like this have on sales? What are your expectations?
Jamie Rayner: “In doing projects such as these, we
demonstrate to ourselves that we can influence shop-
pers. And that really is the case – more people notice
our brands than before. I do not think that we are so
naive as to assume that placing activation materials
and equipment in retail outlets will be sufficient. If
we make good use of the findings from the research
and apply them effectively in practice, we will be able
to influence shopper behavior and consequently in-
crease our sales. This is a huge goal and we intend
to reach it.”
The project team would like to thank the Nizhny
Novgorod team, especially Natalya Pavlova, Area Sales
Manager and Alexey Kostrov, Supervisor.
We would also like to thank our colleagues from
the central office Elena Iofchu, Sergey Polyakov, Maria
Kryuchkova and Anna Matushkina.
OUR MAJOR GOAL THAT WE INTEND TO REACH IS TO BE
ABLE TO INFLUENCE SHOPPER BEHAVIOR AND CONSEQUENTLY
INCREASE OUR SALES
The Империалист |  | 7