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Saturday, July 31, 2010
Category Management - Baby Care
Pampers augmente régulièrement sa connaissance de celui qui achète des produits pour bébés. Procter & Gamble à réinventé la catégorie pour bébé pour mieux répondre aux besopins de l'acheteur at pour créer un revenu additionnel pour le distributeur.
Using quantitavie research to demonstrate the impact on the shopper
Communicating the research results in a narrow four-month time frame
Translating a concept into reality
Aligning project teams (sales, marketing, merchandising, market research
Deploying recommendations in other countries
Implementing the new strategy in the field (Carrefour, Tesco, etc.)
Built 3D visual space to take accurate decisions in immersion, just as consumers would in a real store.
Designed strategies and experimented with them in real-time and virtual reality
Programmed the Virtual Store Shopper Research© to work accross categories and with thousands of products
Developed a questionnaire module linked dynamically to the shopping trip
Developed quality control programmes to validate the stimulus and data processing
Supported and maintained thousands of researchers in the UK and France.
Challenges:
Using quantitavie research to demonstrate the impact on the shopper Communicating the research results in a narrow four-month time frame Translating a concept into reality Aligning project teams (sales, marketing, merchandising, market research Deploying recommendations in other countries Implementing the new strategy in the field (Carrefour, Tesco, etc.)Actions:
Built 3D visual space to take accurate decisions in immersion, just as consumers would in a real store. Designed strategies and experimented with them in real-time and virtual reality Programmed the Virtual Store Shopper Research© to work accross categories and with thousands of products Developed a questionnaire module linked dynamically to the shopping trip Developed quality control programmes to validate the stimulus and data processing Supported and maintained thousands of researchers in the UK and France. |