• MORE THAN
    JUST A RESEARCH
    COMPANY.

    INTRODUCING
    SHOPPER LED
    THINKING.

    INSIGHTS, STRATEGY & ACTIVATION
    FOR MULTI-CHANNEL RETAILING.

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    INTRODUCING GROUNDED THINKING

    A SHOPPER LED APPROACH TO HELPING BRANDS & RETAILERS UNDERSTAND THE ISSUES AND ROLE OF INSTORE TODAY.

    Grounded's unique blend of shopper research and retail operational experience helps brands develop, validate and guide programmes to activation in store.

    Grounded's proprietary approach to research helps identify real world connections between brand, retail and shopper. Building shopper led retail strategies that inform design development, execution and validation. Ensuring nothing is Lost in Translation.

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    MORE THAN JUST A RESEARCH COMPANY

    GROUNDED BRING TOGETHER METRICS AND ANALYSIS TO ESTABLISH THE REAL COMMERCIAL VALUE BEHIND IN STORE INITIATIVES AND PROGRAMMES.

    Grounded's combination of research and strategy builds commercial justification to today's sophisticated multi channel market and shopper behaviour. Bringing context to investment decisions for utilising retail as an effective marketing medium.

  • 4 WAYS OF WORKING

    DELIVERING FOR BRANDS & RETAILERS

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    Grounded bring a shopper perspective to products, brands and environment. Understand where consumer relationships are disconnected or lost in store and develop ways to build trust through valuable experiences.

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    Retail activation requires an approach that balances the needs of multiple stakeholders. Grounded help bring together partnerships, ensuring store programmes respond to the brand, product, category and retail environment.

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    Grounded help brands understand changing shopper behaviour and expectations in a multi channel world. Redefining shopper journey's for today's physical retail space. Creating valuable and useful tools that make brands indispensible.

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    Grounded translate research into key strategic objectives and actionable instore approaches. Partnering in project activation, consulting on design requirements and supporting through testing and roll out.

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    SHIFT PERSPECTIVES THROUGH SHOPPER LED THINKING

    GROUNDED HELP BUSINESSES INVESTIGATE THE ISSUES FACING BRANDS & RETAILERS IN BUILDING INSTORE PROGRAMMES. ENSURING RESEARCH IS ASKING THE RIGHT QUESTIONS AND NEW PROGRAMMES ARE BUILT ON THE RIGHT PREMISE.

    STRATEGIC SERVICES BRING DEFINITION AND OBJECTIVITY TO ENSURE THAT ANY INVESTMENT IS CLEARLY FOCUSSED ON DELIVERING VALUABLE AND RELEVANT CONNECTIONS WITH THEIR AUDIENCE. INTRODUCING SHOPPER LED THINKING.

    STRATEGIC SERVICES
     

    ISSUE AND
    STRATEGY DEFINITION

    Assessing current approaches being used for retail marketing and identifying the issues facing successful implementation in-store.

    RETAIL AND
    MARKET ASSESSMENT

    Observations and guidance on the retail landscape. Assesing opportunities and the limitations imposed by the retail space and it's impact on marketing.

    BUILDING
    SHOPPER THINKING

    Understanding todays shopper behaviour, mindests and journey. How to adapt marketing in-store for shopper led thinking.

    PRODUCT &
    CATEGORY ASSESSMENT

    Beyond consumer mindsets. Helping brands and retailers understand how in-store can change the relationship shoppers have with brands and products.

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    Bringing Metrics and Clarity to a Subjective World

    MORE THAN JUST A RESEARCH COMPANY. GROUNDED USE PROPRIETARY RESEARCH METHODOLOGIES TO BRING METRICS AND AN OBJECTIVE PERSPECTIVE TO RETAIL STRATEGY. EMPOWERING BRANDS AND RETAILERS TO MAKE MORE INFORMED INVESTMENT DECISIONS.

    WITH RESEARCH EXPERTISE SPANNING SHOPPER BEHAVIOUR, RETAIL TRENDS AND QUANTITIVE ANALYSIS, WE HELP BUILD UNDERSTANDING OF BRAND ISSUES, PRODUCT PERSPECTIVES, FOUNDATIONS FOR RETAIL PROGRAMMES AND THE SUPPORT FOR RETAIL ACTIVATION.

    RESEARCH SERVICES
     

    SHOPPER JOURNEY'S
    AND PERSPECTIVES

    Identifying shopper mindsets and their resultant purchasing decisions. Bringing metrics and analysis to the current journey and experience in store.

    PATTERNS AND
    TRENDS

    Assessing shopper trends in todays changing multi channel world. Establishing the current patterns and areas of investment for building tomorrows retail experience.

    RETAIL
    SCOPING

    Programmes to validate current display programmes, in store communication and marketing. Ground floor metrics and analysis for in-store acceptance and programme delivery.

    TESTING
    PROGRAMMES

    Proprietary research that brings metrics to the interplay of shopper and the retail space. A platform for continual programme assessment from inception through roll out.

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    PROGRAMMES TO DELIVER SHOPPER LED STRATEGIES

    A RANGE OF SERVICES THAT CONVERT SHOPPER STRATEGIES INTO ACTIONABLE IN-STORE PROGRAMMES. A PARTNERSHIP FROM THE BEGINNING THAT WORKS TO GAIN BUSINESS BUY IN, BUILD RETAILER PARTNERSHIPS AND ENSURE  SUCCESS THROUGH CONTINUED ASSESSMENT.

    ENSURING THAT NOTHING IS LOST IN TRANSLATION FROM INSIGHTS INTO THE DESIGN PROCESS, THROUGH TO EXECUTION.

    ACTIVATION SERVICES
     

    PROGRAMME
    ACTIVATION

    Supporting project activation by developing the brief and guiding the design process ready for roll out. Shaping ideas and insights into retail display programmes.

    BUILDING BELIEF
    AND PARTNERSHIPS

    Developing partnerships by establishing criteria for return on investment and in store proposals that reflect the requirements of both brands and retailer.

    INVESTMENT
    VALIDATION

    Real world testing that validate and assess the return on investment and value of continued support of retail marketing programmes.

    SHOPPER
    VALIDATION

    Assessing the impact of instore marketing through shopper focussed research. Understand the perception and engagement with target audiences.

  • CASE STUDIES

    HOW WE HAVE HELPED BRANDS DEVELOP NEW APPROACHES INSTORE

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    DIY TOOLS

    ASSESSING THE REAL ROLE AND IMPACT OF INSTORE COMMUNICATION

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    FOOD

    NEW DISPLAY APPROACHES TO REAL WORLD SHOPPER BEHAVIOUR

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    DRINK

    IDENTIFYING RETAIL OPPORTUNITY FOR BOTH BRANDS AND RETAILERS

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    TECHNOLOGY

    UNDERSTANDING HOW SHOPPERS RELATE TO BRANDS IN STORE

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    UNDERSTANDING THE IMPACT OF DISPLAY INSTORE

    ISSUE DEFINITION | SHOPPER JOURNEY | ACTIVATION

    INCREASED PRODUCT COMPETITION IN THE DIY SECTOR HAD IMPACTED THE DIY MARKET LEADERS. THIS LACK OF DIFFERENTIATION WAS BEING REFLECTED WITH SALES AT THE POINT OF PURCHASE.

    GROUNDED DEVELOPED A SHOPPER LED PROGRAMME TO IDENTIFY IN STORE PERCEPTIONS OF BRANDS AND CURRENT MARKETING AND COMMUNICATION. GROUNDED PROVIDED METRICS AND INSIGHT TO DEFINE A NEW CRITERIA FOR POINT OF PURCHASE AND INSTORE COMMUNICATION; PROVIDING THE FRAMEWORK FOR BRIEFING DESIGN AGENCIES AND ASSESSING DEVELOPMENT. THIS HAS RESULTED IN MARKET LEADING EXECUTION FOR THE CLIENT'S EUROPEAN, MIDDLE EAST AND AFRICAN REGIONAL ROLL-OUT.

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    NEW SHOPPER MISSIONS

    SHOPPER JOURNEY | TRENDS | SHOPPER VALIDATION

    CURRENT DISPLAY PROGRAMMES WERE NOT FULFILLING SHOPPER MISSIONS FOR A FOOD BRANDS PRODUCT RANGE. GROUNDED DEVELOPED A SHOPPER INSIGHT PROGRAMME TO MEASURE AND EVALUATE SHOPPER MISSIONS AND NEEDSTATES ACROSS THE PRODUCT RANGE, DISPLAY AND RETAIL CHANNELS.

    GROUNDED IDENTIFIED PATTERNS AND DIFFERENCES ACROSS THE VARIOUS PRODUCT RANGES, GENERATING CRITERIA FOR REVISED DISPLAY FORMATS.

    GROUNDED PROVIDED CONTINUED ASSESSMENT BY VALIDATING THE NEW APPROACH THROUGH AN IN-STORE 'TEST AND LEARN' INITIATIVE BEFORE INVESTING IN ROLL OUT.

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    BUILDING BRAND & RETAIL PARTNERSHIPS

    RETAIL ASSESSMENT | TEST PROGRAMMES | RETAIL SCOPING

    A LEADING DRINKS BRAND NEEDED TO UNDERSTAND THE POTENTIAL OPPORTUNITY OF A DISPLAY PROGRAMME WITH A MAJOR RETAILER.

    GROUNDED DEVELOPED RESEARCH CRITERIA AND AN INSTORE AUDIT TO ASSESS THE POTENTIAL FIT, REAL WORLD VIABILITY AND COMPLIANCE. THE RESULTS HELPED UNDERSTAND THE RETURN ON INVESTMENT AND THE FULL IMPACT OF THE INITIATIVE BEFORE COMMITING. GROUNDED'S INSIGHTS IDENTIFIED ADDITIONAL MARKETING OPPORTUNITIES FURTHERING THE BRAND & RETAILER PARTNERSHIP.

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    RELATING TO BRAND & PRODUCTS IN STORE

    SHOPPER JOURNEY | RETAIL ASSESSMENT | PARTNERSHIPS

    AS PART OF A MULTI CHANNEL REVIEW OF COMMUNICATION, GROUNDED WAS ASKED TO BRING A CLEAR PERSPECTIVE OF SHOPPER PERCEPTIONS AND INSTORE EXPERIENCE OF CONSUMER TECHNOLOGY.

    GROUNDED DEVELOPED AN INSIGHTS PROGRAMME ACROSS KEY RETAIL PARTNERS TO ASCERTAIN IDEAL SHOPPER JOURNEY'S, THEIR ASSOCIATED NEEDS, WANTS AND EXPECTATIONS. PATTERNS AND REQUIREMENTS WERE COMPARED WITH TODAYS RETAIL REALITY AND COMPETITOR APPROACHES TO DEVELOP INNOVATIVE SHOPPER LED SOLUTIONS TO CATEGORY MANAGEMENT. THIS APPROACH HAS LED TO DIALOGUE WITH RELEVANT RETAIL PARTNERS FOR INCREASED INVESTMENT AND SHARED OPPORTUNITY.

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    GLOBAL AUDIT FOR RETAIL DISPLAY PROGRAMMES

    STRATEGY DEFINITION | RETAIL SCOPING | ACTIVATION

    PART OF BUILDING IT'S BRAND COMMUNICATION, A SPORTS TECHNOLOGY BRAND WANTED TO ASSESS THE VIABILITY OF IMPLEMENTING A SINGLE RETAIL MARKETING APPROACH FOR ALL IT'S CHANNELS AND INTERNATIONAL MARKETS.

    GROUNDED FORMULATED AND EXECUTED A RETAIL AUDIT ACROSS EIGHT KEY COUNTRIES. EVALUATING AND MEASURING RETAIL REQUIREMENTS TO IDENTIFY PATTERNS, GAPS AND OPPORTUNITIES FOR MULTI MARKET DELIVERY. FORMULATED ON FACT BASED INFORMATION FROM SHOPPERS AND RETAILERS, GROUNDED CREATED A NARRATIVE  FOR A COMPLETE RE-DESIGN OF THEIR DISPLAYS THAT WILL UNDERPIN THEIR NEW RETAIL PROGRAMME.

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    NEW SHOPPER TACTICS, PATTERNS & RELATIONSHIPS

    RECESSIONARY PATTERNS, INFORMED CONSUMERS AND NEW SHOPPING CHANNELS HAVE CHANGED OUR DECISION MAKING. CHANGING NOT ONLY WHERE AND HOW WE SHOP BUT WHAT WE BUY.

    OWN LABEL STRATEGIES FROM PROGRESSIVE RETAILERS HAVE CREATED NEW RELATIONSHIPS WITH SHOPPERS AND CONSUMERS THROUGH NEW PRODUCTS AND SERVICES. BRANDS NEED TO 'RECONNECT WITH SHOPPER' AS STRONG RELATIONSHIPS AT THE POINT OF PURCHASE HAVE NOT ONLY FOCUSSED CONSUMPTION HABITS BUT DEVELOPED STRONG TIES.

    AS BRANDS BUILD RELATIONSHIPS THROUGH ONLINE CHANNELS, THESE NEED TO BE AFFIRMED IN THE REAL PHYSICAL WORLD. INSTORE AND RETAIL CAN BUILD BRANDS, DEVELOP 'REAL' VALUE AND REDEFINE SHOPPER PATTERNS.

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    OPEN & INFORMED SHOPPER

    CONSUMER, CUSTOMER OR SHOPPER? IN AN OPEN WORLD WHERE TRADITIONAL BOUNDARIES OF SPACES ARE CHANGING, OUR BRAND RELATIONSHIPS AND PURCHASING DECISIONS ARE DEVELOPED AND INFORMED THROUGH VARIOUS CHANNELS, WITH OPINIONS THAT ARE CROWD SOURCED AS MUCH AS EVOLVED THROUGH MEDIA.

    CONSUMERS ARE MORE INFORMED ABOUT THEIR SHOPPING DECISIONS BEFORE THEY EVEN REACH RETAIL SPACES. 80% OF SHOPPER JOURNEY'S START ONLINE AND 51% SPECIFICALLY RESEARCH ONLINE TO THEN BUY IN STORE.

    BRANDS AND RETAILERS NEED TO ENSURE THAT OPENESS AND CONNECTION IS CONTINUED IN STORE, WITH INFORMATION THAT COMPLETES A SHOPPER JOURNEY STARTED IN OTHER CHANNELS. IDENTIFY HOW INFORMATION COMPLETES THE SHOPPER JOURNEY FOR 'AWARE AND CONNECTED CONSUMERS' TO ADD 'REAL VALUE'.

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    GOOD GOODS ARE NOW THE NORM

    HEALTHIER. GREEN. NATURAL. ORGANIC. GOOD IS NO LONGER ENOUGH. INFORMED CONSUMERS WANT TO UNDERSTAND THE ORIGINS OF THEIR SHOPPER DECISONS AND THE BUSINESS BEHIND IT.

    THE SHOPPER JOURNEY IS CRITICAL FOR BRANDS AS THIS IS THE REALISATION ON THE PRODUCT PROMISE. IF THERE IS NO DIFFERENTIATION FROM THE COMPETITION, SHOPPERS WILL QUESTION THEIR UNDERSTANDING WHEN FACED WITH RETAIL REALITY.

    'GOOD' NEEDS TO BE PART OF THE EXPERIENCE WITH THE BRAND AND NOT JUST THE PRODUCT. THE PHYSICAL SHOPPING EXPERIENCE WITH THE PRODUCT, PACKAGING AND IN-STORE MUST COMPLETE THE STORY.

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    REDEFINING THE EXPECTATIONS OF LUXURY IN STORE

    IN A WORLD WHERE WE CAN ALL HAVE A "ROCK STAR" HOLIDAY, WHAT LUXURY MEANS HAS CHANGED. EVEN IN RECESSIONARY TIMES THE DEMAND FOR LUXURY GOODS IS EXPLODING.

    RETAILERS AND BRANDS ALIKE NEED TO REDEFINE WHAT LUXURY MEANS AND INSTORE IS CRITICAL IN BUILDING ADDED VALUE WITH THE SHOPPER.

    COMPLETE BRAND EXPECTATIONS THROUGH THE SHOPPER JOURNEY TO PURCHASE. DIFFERENTIATE & JUSTIFY PREMIUM EXPERIENCES AND PRODUCTS WITHIN THE NOISE OF RETAIL AND  PRODUCT CATEGORY. USE RETAIL TO ADD VALUE AND ELEVATE BRANDS TO GIVE SHOPPERS REASON TO INVEST OR INDULGE.

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    MERGING MOBILE, SOCIAL & REAL WORLD RETAIL

    THE SHOPPER JOURNEY USED TO OCCUR IN ONE LOCATION. TECHNOLOGY HAS CREATED THE OPPORTUNITY TO INTEGRATE AND CREATE NEW SHOPPER EXPERIENCES, MERGING TRADITIONALLY SEPARATE JOURNEYS. INFORMATION, DECISION MAKING AND PURCHASING IS NOW FLUID AND MOBILE.

    AS SOCIAL SPACES BECOME ACCEPTABLE FOR BRANDS TO CONNECT DIRECTLY WITH CONSUMERS, THESE SPACES ARE BEING USED TO BUILD CONNECTIONS, BUT ALSO TO CREATE SHOPPER OPPORTUNITY.

    BRANDS NEED TO BREAK THE BOUNDARY AND CONVENTIONAL THINKING IN UTILISING TRADITIONAL POINTS OF PURCHASE. RETAIL IS A REAL WORLD OPPORTUNITY TO CREATE NATURAL MOMENTS WHERE YOU CAN GIVE AND RECEIVE WITH CONSUMERS, ADDING VALUE TO THE SHOPPER JOURNEY AND BUILDING BRAND EXPERIENCE AND LOYALTY.