A major FMCG company was interested to identify in store touch points for their target customers.
Interviews in stores, accompanied shopping and eye tracking methods were used on a sample of 2,300 adult smokers.
The purposes of this research were to understand how consumers are identifying, perceiving and acknowledging touch points and to reveal the mechanism by which such touch points are able to drive/sustain brand awareness and visibility.
Apart from the identification of the relevant touch points for the consumers, another important finding was related to the size and position of the touch point relatively to the available space within the store. This finding allowed savings in the POSM kit by location because the incremental awareness brought by some of the POSMs was very low and did not justified the investment.