What really drives store choice?
by Jonathan Banks, Business Insight Director, ACNielsen (
Email: Jonathan.banks@acnielsen.co.uk
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Traditional shopper research gives us the reasons that shoppers give for choosing their stores. These stated reasons will often include price and promotional activity. We know that a promotion is unlikely to make a shopper switch from one store to another (although once we are in the store we will shop the promotions). And if price was really that important, would we be shopping in the Hard Discounters in greater numbers?

New research from ACNielsen called ShopperTrends uses a methodology that identifies 23 attributes that contribute to our store selection decision.

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Published on Kamcity 11/05/2006