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Retail analysis
Large sums are spent on marketing in and around retail chains in Denmark; both by the chains themselves and by suppliers. Therefore, it is extremely important to measure the effect of these investments, regardless of whether we are talking about grocery stores, the kiosk sector, speciality stores or department stores.
Traditionally, the results of marketing have been measured in terms of store sales figures, but today this is not sufficient in most cases, as retail marketing is not only focussed on direct sales, but is also a parameter in companies' overall marketing efforts.
Hall Tests
Used for here-and-now measurements of the consumer's in-store experience.
Face-to-face interviews are conducted outside or in-store after the shopping experience.
Instore Observations
Analyse consumer reactions, actions and movement patterns in the store.
Includes structured surveillance, often combined with interviews and possibly the use of video.
Ad Hoc Surveys
Online, phone or in-person interviews to uncover shopping behaviour, preferences and attitudes.
Also used for pre-testing instore communication.
Using Video
Video recordings can complement instore observations to document behaviour.