Understanding the Ultimate Shopping Trip

How relevant is the actual shopping experience to consumer purchasing? A new Italian specialty chain in my area creates an incredible, unique, European experience that makes one forget they are actually in a super market. As shoppers enter, they are greeted with sentimental tunes by likes of Dean Martin and other classic crooners. Senses are overwhelmed with savory fragrances of imported cheeses, fresh meats, and baked breads. The lighting, décor, and displays have  been intentionally designed to create the illusion of strolling through the outdoor neighborhood markets in the streets of Italy. The selection of culinary delights was endless, and the atmosphere made for a very leisurely and enjoyable shopping trip.

As one woman stepped back into the reality of the parking lot, I asked, "What did you think of that new market?" Dazed and a little irritated as she answered, "I was having a great time until I realized I just spent $15.85 on roasted peppers! I doubt I’ll be buying much here, but I’ll be back to browse."

What is most important to shoppers? Does is vary by household type, region, or maybe trip type? Wouldn’t it be great to know why a shopper stopped into a particular store, and how what they thought about the store immediately after they shopped there? With Nielsen’s Trigger Surveys, manufacturers and retailers can keep a pulse on what motivates consumers to shop in certain chains or locations and what they valued or disliked on any particular visit. Homescan panelists with online access transmit their purchasing information via the Internet. Purchase data is instantly interrogated for defined stores or products of interest. Once any of these criteria are met, a brief online survey pops up and the panelist is asked to respond immediately. No other research method allows shoppers to be surveyed in this way and provide the ability to connect their responses/attitudes directly to their actual purchasing behavior.

-Janice Linnane, TheShopperWonk

-email: janice.linnane@nielsen.com