Bev Track is a ‘spring feed shelf management system’ that is used for cold vaults, coolers and shelves. The client is currently exploring using Bev Track in modern retail outlets and would like to gauge the experience through real test cases.

For a deeper understanding of the benefits accrued by Bev Track, a research has been devised to gauge the shopper experience with Bev Track and the various advantages it offers.

Research Objective

Understand the change in shopper-experience with Bev Track installed in shelves at retail outlets and the way it is enhancing shop-ability. The goal is tracking Bev Track Scenario with Pre and Post Deployment Dynamics at retail outlets.

Research Methodology

Pre deployment understanding and Post deployment tracker was undertaken. Consecutive days from the time the shop opens till the end of day was tracked during pre and post modules.

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Results
  • Despite Bev Track shelves being placed on eye-level, half  the people picking up a CSD tried only a Non Bev Track Shelf in the post deployment phase. This could possibly be because of:- Familiarity with the look and feel of the regular shelf, Consumers look out for price labels and offers pasted under the shelves which is an important parameter in their final selection. Since the BT shelves hid the labels, they might have preferred to opt for the Non BT shelf where they were sure of the offer.
  • Problems were faced by the consumers in both ‘picking up’ the bottle – they had to try hard in getting the bottle out – as well as ‘replacing’ the bottle – where they had to push the other bottles back and so much effort was needed in this.
  • Though most of those who tried the BT shelf had problems (either in taking out or keeping back the bottle), not many voiced it to a sales executive/person on floor. Keeping the bottle back was very frustrating as they had to push back the other bottle to squeeze in the one in their hand.
  • However, many consumers expressed their appreciation for the new system’s relevance in Multiple Pick Ups as it is much easier to take out more number of bottles in this as the bottles at the back are pushed forward and so no extra effort is needed on the buyer’s part.
  • Almost 75% of the people buy it ‘immediately’ – this was observed especially for the smaller bottles which are possibly for self/immediate consumption compared to the family consumption items such as the larger bottles of CSD and also purchase of Non CSD where flavors, variety are looked at. Hence these are more ‘considered purchases’.
Sum Up

Overall the novelty factor of Bev Track is getting consumers curious, its neat and orderly arrangement is adding to the overall look of the shelf and it is getting notice-ability amongst consumers (especially in multiple pick-ups). The study helped in understanding the dynamics of CSD consumption and also the level of acceptance of the new BT mechanism.

Deciphering the mind of the value-driven shopper
  • Why does a working women executive pick up an iPhone with ease but haggles over the groceries she buys?
  • Why does a high income business man look at the best deal showroom when buying a Honda Accord?
  • Why do shoppers at Big Bazaar pick up cartons of Real juices but think twice about buying Nestle milk cartons?
The Research Objective

The Research Methodology
Part 1: Quantitative Study:
  • Shop floor observations to determine shopper basket
  • Determine Value Index or VDEX
    Weight of the ‘promo’ in the shopping basket / Weight of the ‘promo’ at the retail level
    (Promo X bought as a % of Total Promos picked up) / (Promo X as a % of total promos available on the retail floor) * 100
Part 2: Qualitative Study:

Deliver insights on the ‘why’s of consumer behavior towards promos … understand the nuances that click with them with respect to the value they derive from the promos

This will involve the interviewer to shop with the shopper so as to observe how the shopping dynamics play out in the retail world

Here the shopping basket will be evaluated in terms of ‘which’ deals are picked up

Post the observation exercise the shopper will then spend 30 minutes with the interviewer where the specifics of the shopping experience will be discussed in detail to understand the VFM equation and expectation on the value front in retail promotions

Results
The mindset of today’s confused shopper…
  • Today’s demanding value-driven shopper looks for both bargain deals AND an assortment of premium brands and wide selection from the retailers
  • Peculiar to India, is the existence of bargain hunters in each consumer segment and class – within the backdrop of rising aspirations in every consuming class from ‘rich’ to the ‘destitute’.
  • The high volume sale of low price shampoo sachets and loose glucose biscuits is one example of the rising aspirations for those with limited means.
  • And amongst the ‘money for value’ class too bargain hunters exist. In fact, India is one country where BMW had serious numbers of buyers for its diesel version … value seekers even amongst those able to afford 50 lakh+ car!
Retail tries to offer ‘value’
  • Retailers are pushing sales and ensuring footfalls in the outlets with organised festivals … like the Great Exchange Offer, Sabse Saste Chaar Din (Cheapest last 4 days!) offers by Big Bazaar.
  • The idea here is to expand consumption occasions beyond the regular seasons like Diwali and the festive/marriage seasons.
  • Hooks are given to pre-pone consumption and get the momentum going at the stores.