IN VIVO BVA
In Vivo BVA is a subsidiary of the BVA Group.In progress under maintenance under maintenance
Merchandising & POS
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> Retail outlet/Sales area evaluation
Get a detailed understanding of the strengths and weaknesses of your retail outlets.
Any place where customers come into contact with merchandise lends itself to evaluation. In Vivo BVA uses its expertise to study how people behave and interact with items in stores.
The point-of-sale evaluation is done on-site in any type of outlet with a physical sales area: general retail outlets, mass retail outlets, agencies, etc.
You are responsible for choosing the retail outlet(s) according to your study objectives.
Researchers are on hand during the study period to ensure that the sample group (shoppers in the retail outlet(s) studied) is representative.
We may use varying techniques and complementary approaches according to the type of outlet studied and your objectives, for example, the Shopper 360° method:
This method may also be used for pre-testing, when we work using “before and after” design: a series of tests before installation and a series of tests after (in superstores, at least 3 weeks after installation).
Key retail outlet evaluation indicators
Behavioral indicators:
Retail outlet/Sales area evaluation
Combining complementary methods for a comprehensive evaluation
Get a detailed understanding of the strengths and weaknesses of your retail outlets. Any place where customers come into contact with merchandise lends itself to evaluation. In Vivo BVA uses its expertise to study how people behave and interact with items in stores.
Your Requirements
- Assessing your sales area's strengths and weaknesses.
- Studying and understanding how your customers interact with your shopping environment: aisles, shops, stores, sales areas, etc.
- Finding out how the sales outlet influences your customers' purchasing and decision-making processes.
- Identifying ways of improving this environment.
Point-of-sale evaluation
The point-of-sale evaluation is done on-site in any type of outlet with a physical sales area: general retail outlets, mass retail outlets, agencies, etc. You are responsible for choosing the retail outlet(s) according to your study objectives.
Researchers are on hand during the study period to ensure that the sample group (shoppers in the retail outlet(s) studied) is representative.
We may use varying techniques and complementary approaches according to the type of outlet studied and your objectives, for example, the Shopper 360° method:
- Ethnology
- Observing shopper behavior, from the time they enter the outlet or section in question to the time they leave.
- Conducting face-to-face interviews with shoppers after watching their behavior to compare what they say with how they behave. These quantitative or qualitative interviews may be done as shoppers leave the retail outlet or on-site (for example when they leave the aisle).
- Conducting qualitative interviews with sales staff, with two goals in mind: getting “in-house” analysis and working idea of layout being studied (what has changed, for better or for worse, since it was put in place) and helping escalate the findings and recommendations.
- In addition, a mobile Eye Tracking unit may be used to support / illustrate the data collected. The retail outlet(s) must approve the use of Eye Tracking devices.
This method may also be used for pre-testing, when we work using “before and after” design: a series of tests before installation and a series of tests after (in superstores, at least 3 weeks after installation).
Results
Key retail outlet evaluation indicators
Behavioral indicators:
- Time spent in the aisle / retail outlet
- Route taken; types of behavior
- How people interact with the sales environment
- How layout impacts the search for information and role each merchandising component plays in this process
- Role of sales staff
- Types of behavior according to product purchased
- Spontaneous and prompted understanding of the layout tested
- Perception of the offer structure
- Spontaneous and prompted understanding of the different merchandise elements
- Brand / aisle / retail outlet / retailer image
- Impact on behaviour: intention to visit store again / to recommend the store to others
- Perception of how the layout impacts shoppers, from the sales staff's point of view