The Shopper Intelligence system is the direct voice of your shopper, providing powerful ongoing performance indicators compared at country, channel, retailer, category and brand level that improve promotional efficiency, build persuasive proposals, and inform credible joint plans for growth with retailers.
Established in Australia in 2007 and introduced to UK in 2010, we now have programs in ten countries, and are trusted partners to some of the largest retailers (eg Woolworths, Morrison’s, Loblaws, Coles, Waitrose) and suppliers (eg Unilever, Mars, PepsiCo, Kellogg’s, J&J). Building on our success, in 2018 we are launching a dedicated program for Ireland. We have a simple vision: that its more cost efficient and better to measure the supermarket in one efficient continuous research process so that every category can be understood, benchmarked to the others, and that each retailer can see how it’s doing with shoppers compared to its competitors.
Why should you take a look?
Shopper Intelligence is the only study that will measure Irish shoppers’ perceptions, behaviours and attitudes across channels on a continuous basis – allowing you to constantly track what your shoppers think, want and do.
We believe benchmarking is the key to uncovering truly breakthrough understanding about Irish shoppers. Our system allows you to benchmark your categories against the rest of the store; positioning you as category and store expert with your key retailers.
Supported by our expert team, our flexible reporting toolkit offers actionable insights at all levels (national, by channel, retailer, category and brand) and formats required (online, Excel, PPT) and when required (annual reporting with quarterly updates).
Finally, our shared cost model and efficient reporting tools means significantly less investment for you versus the cost of ad hoc, custom alternatives.
We understand that you have many sources of data – scan sales, panel data and loyalty card. Essentially, they answer they all effectively answer the “WHAT”. To find out the “WHY” companies have traditionally commissioned expensive, ad hoc, custom shopper research studies. Now, with the launch of Shopper Intelligence in Ireland, you can join 100s of FMCG suppliers and retailers around the globe in subscribing to the only international benchmarking system built on what shoppers think, want and do.
There is no substitute for going direct to the shopper to understand a number of critical issues. Shopper Intelligence will conduct online interviews with shoppers in Ireland to provide large scale robust samples at category and retailer level to enable accurate, statistically valid facts about the causal factors of shopper purchasing. This “WHY” data is complementary to your other sources and indeed many of our clients in our other markets report that our cost efficient insights unlock value in their other far more expensive information – getting closer to the critical “so what?”
We measure fundamental shopper perceptions, requirements and decisions as below, in order to provide powerful insights, which in turn will help you make informed and compelling plans and strategies to present to your retail partners. We do this for the major categories in the Irish grocery channel, with quotas for each main retailer (specifically, Dunnes Stores, SuperValu and Tesco). We work with you to make sure our coverage is right for your business.
Shopper Intelligence is the largest international program of systematic shopper insights. In 2018 we will carry out 700,000 individual shopper interviews in 20 countries
We run Industry wide programs in 7 countries and can measure in any other country to your specific brief
Our UK and Ireland Management Team
Roger is a former Unilever and Kraft Foods marketer with extensive experience in Brand Marketing, Sales and Category Management. After 10 years in Consultancy across both the UK and Australia, specialising in building joint strategy and plans from shopper insight, he joined Shopper Intelligence in 2007, launching the business in Australasia. He has led development of the Shopper Intelligence system from its Pilot to its roll out.
Colm RooneyCountry Manager, Ireland
Colm joined Shopper Intelligence in January 2016 to lead the launch of our Irish Program and also manages our expanding global clients and business. With a background in Marketing and Supply Chain Management, Colm has 15 years’ experience working with the largest global retailers and suppliers – analysing, delivering and implementing actionable insights for collaborative and continuous business improvement.
Chris heads our UK programme. With over 20 years experience, formerly as a Sales and Category Management executive at Coke and Mars, most recently he was head of shopper insight at Kraft Foods (Mondelez). He joined us in 2011 to lead delivery of our unique data set to our UK clients; and leads our work with major retailers such as Tesco, Asda and Morrisons.
Mark JohnstonSenior Commercial Manager
For the past 9 years Mark has been working in Shopper Marketing, with experience gained in the UK, Australia and New Zealand. Prior to this Mark spent over 15 years working with key FMCG suppliers in senior commercial roles, in the Grocery, Convenience, Wholesale and Foodservice channels. Mark joined the UK Shopper Intelligence team in 2014, and is responsible for managing some of our key clients as well as focusing on new business development.
What Our Clients Say
“Shopper Intelligence insights made a great difference to CCEP’s understanding of shopper perceptions on soft drinks in Grocery at the front of store. We used the Shopper Intelligence insights to highlight 3 top shopper satisfaction attributes to revive Tesco front of store and were able to achieve results directly with Tesco”
Yasmine Henry • Coca-Cola European Partners - Business Intelligence Manager
“Shopper Intelligence has been a valuable resource for our shopper and sales teams, helping us better understand the roles of our categories versus others through the eyes of shoppers across different retailer channels.
Providing some of the why’s behind the behaviors, we’ve used the comprehensive information from SI with other data to guide our strategic thinking and recommendations for layout and assortment; successfully sell-in new items at retail; and increase our organizational understanding of the shopper overall. It’s a robust, workhorse in our shopper knowledge toolbox.
Paraphrasing one of our sales leaders: I never visit my retail partner these days without ‘Shopper Intelligence’ in my back pocket!”
John Pfalzgraf • Director of Consumer Knowledge, Georgia-Pacific Consumer Products
“During strategic planning discussions with our customers we identified key opportunities to grow the Fruity wine category.
Shopper Intelligence gave Brown Brothers key insights showing the high expandability of Moscato consumption, (highest ranked wine varietal) which was ranking close to Cider. Shopper demand for new flavours, types and formats in Moscato were compelling.
Our key out-take, as market leader and producer of Australia’s favourite Moscato we needed to change the game, lead innovation & elate consumers in the Moscato arena.”
Rachel Estlin • Founder, Marketing Manager, Brown Brothers Wine
“Shopper Intelligence is well embedded across the business at Coles. It is a key component in our suite of insights driving Customer and Category planning and is hard-wired into category level templates that Category Managers use to make decisions everyday (e.g. range reviews)”
David Brown • Category Insights Manager – Grocery Food, Coles Supermarkets
“The unique data and insight we receive from Shopper Intelligence was vital in convincing Tesco to re-list our products as we could effectively demonstrate the shopper impact of their decision. The relists have had a significant positive impact on the category and a clear return on our investment.”
Julian Cooke • Head of Category Management, Quorn Foods
Our Global Clients
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