Retail Aisle Observation

Increasing Consumer Insight Through
Video Analysis

To maximize its clients' level of consumer insight, GMT has developed an exclusive research and analysis tool that helps both manufacturers and retailers understand how consumers actually shop for products in the aisle—as well as their perceptions of the shopping experience. There is no other analysis tool available today that offers the unique benefits provided by COVER™ (Consumer Observation Video Evaluation Research).

Unlike other research tools—such as cash-register data, consumer panels, and household surveys—COVER combines hard purchasing data with videotape analysis and one-on-one consumer interviews in the retail environment. This exclusive GMT capability enables clients to understand not only how customers think about the purchasing process, but also how they actually behave when they're shopping in the aisle.

Understanding the Aisle
Videotape Analysis and Intercepts: A Powerful Combination
Consumer Insight: A Strategic Advantage
Benefits for Consumer Products Companies
Benefits for Retailers

Understanding the Aisle

For both consumer products companies and retailers, shoppers' aisle behavior is the ultimate determinant of success. By quantifying what is happening in the aisle, COVER helps clients to answer such critical strategic questions as:

	Which consumers actually make the purchasing decision?
	To what extent do consumers rely on packaging and other point-of-purchase materials?
	How influential are store personnel?
	How long does it take to make a purchasing decision—and why?

Videotape Analysis and Intercepts:
A Powerful Combination

COVER builds on the information that manufacturers and retailers already have—and adds a critical component: an objective observation of the decision-making process, as it happens, in the store aisle.

GMT complements this quantitative analysis with qualitative input from individual consumers—providing a depth of insight unmatched in the retail or consumer products industries.

In a typical COVER study, GMT videotapes consumers as they shop, noting such important factors as what time they're shopping, how many products they touch, their interactions with store personnel and promotions, and how long the decision-making process takes. After consumers leave the aisle, GMT conducts intercept interviews which focus on specific aspects of consumers' behavior.

Consumer Insight: A Strategic Advantage

After COVER data has been collected, GMT analyzes all videotapes and consumer surveys—noting any discrepancies between reported and actual behavior—and helps clients to translate them into meaningful actions for the entire business.

With its consulting focus, GMT is able to create a direct link between the results of a COVER research study and the top-level priorities of the business—a capability that is unavailable from a traditional market research firm.

Because of their in-depth management experience and expertise, GMT professionals can provide clients with actionable market insight based on COVER results—information that has the power to impact every facet of their competitive performance.

Benefits for Consumer Products Companies

By analyzing and interpreting shoppers' behavior in the retail aisle, COVER can help consumer products manufacturers to:

	Increase sales by offering the right products and features in every channel
	Maximize profitability through effective pricing
	Partner with retailers to optimize product positioning and assortments
	Drive product development by identifying real-world consumer needs
	Create consumer-targeted merchandising that makes the sale

Benefits for Retailers

Because it demonstrates the impact of store personnel, brand and product assortments, and merchandising programs, COVER can support retailers' strategies to:

	Drive cash-register sales by offering the right mix of products and price points in every category
	Increase profitability by eliminating products that fail to perform
	Create store traffic through effective advertising and promotions
	Maximize customer satisfaction by providing effective associate training
	Partner with manufacturers to offer the brands, products, and features consumers are looking for