Bronwyn Thompson is the shopper and customer research lead at Coca-Cola South Pacific, working in the Coca-Cola system since 2006. With a background as a category manager in CCA and other large Australian FMCGs, she transitioned to insights about 10 years ago. She straddles insights and strategy, bringing the shopper needs to the heart of all business projects and programs. Coca-Cola South Pacific offers the benefit of access to global expertise and working with local suppliers – such as the projects working with Gateway in the past few years.
USING REAL WORLD BEHAVIOURAL SHOPPER DATA TO OPTIMISE THE IN-STORE EXPERIENCE
Shopper behaviour and purchase decisions are largely “System 1” – unconscious and fast. While System 1 / Implicit research methods have been applied to consumer research for some time, Shopper Research has been left behind and has instead relied on store transaction data or recall-based methodologies.
In this presentation, Peter and Bronwyn will demonstrate how Gateway are using Science & Technology to capture real world shopper behaviour and will discuss how Coca-Cola South Pacific are using this technology to answer questions that retailers and manufacturers have previously been unable to answer.