• Everything relating to retail and distribution networks
• Everything relating to points of contact with customers

 ...and a comprehensive service in these areas:

• identification of key questions and insight into the points at issue
• in-depth analysis of key factors
• strategy consulting
• benchmarks for satisfactory solutions, indicators of further development

WHAT CAN YOU HAVE TODAY?

Freely marketable INCOMA surveys:

Monitoring and forecast of Market Development

• monitoring of current events and significant changes in the market with monthly and quarterly reports (INCOMA MARKET MONITOR)
• monitoring the development of the retail network and chain store expansion (Chain Expansion)
• statistical and expert forecast of market development (e.g. Market Share, INCOMA Retail Vision)

Shopping Behaviour and segmentation of Shoppers

• regular standardised multi-client surveys of shopping preferences – SHOPPING MONITOR (carried out annually in a number of CEE countries )
• standard segmentation of shoppers based on shopping behaviour analysis (Shopper Typology)

Market Segment Analyses

• series of regular standardised analyses mapping the development of both the market demand and supply within particular market segments (SUPERMARKET, DISKONT & HYPERMARKET, DRUGSTORE, D-I-Y STORES, SHOPPING MALL, PETROL STATION, ELECTRICAL APPLIANCES, ESHOPPING, FASHION etc.))

WHEN DO WE RECOMMEND A TAILOR-MADE PROJECT?

In situations where the objective is to answer specific questions presented by a given strategy or situation of a chain store:

• customers’ shopping behaviour, types of shopping and shopping carts, preferred shopping places, motivations and barriers to shopping
• chain store profiling of customers and its image; the chain store as a brand and its market position, customer evaluation
• customer profile, typical classification of shoppers, management of customer loyalty and satisfaction (special product - LOCAL SWOT- identifying methods of problem resolution for particular stores)
• chain store communication: the flyer, its role and optimal use in the total shopping process
• format concept and its development; optimizing the layout plan and suggesting range combinations
• store and locality types; trade network segmentation
• optimizing processes (e.g. principles for optimal store operation)
• sales data analysis (segmentation, shopping cart analysis, category roles)
• an array of additional specific questions related to the planning and operation of trade companies

HOW DO WE DO IT?

• via a combination of research methods that provide comprehensive answers to the questions presented and are the most advantageous within the context of a given market segment as well as the situation under research
• via qualitative and ethnographic methods (accompanied shopping, group discussions, in-depth interviews, comprehensive monitoring, self-documentation, consumer reports, photo- and video-ethnography, etc.): in all situations where it is essential to go more in-depth; where it is more important to understand rather than simply describe; where it is important to determine what is most crucial
• via quantitative research (conducted in households, over the phone, in stores, in-hall, on-line, etc.); emphasizing the highest quality work, rigorous control of the entire process, and informative value of the results
• quantitative monitoring (eye camera, video-monitoring, “the glance count”, in-store movement monitoring by cameras, infrared cameras, and RFID technology) - in cases where we do not want to influence customer behaviour; where we want to directly observe the actual shopping process; where customers are unwilling or unable to give unbiased answers
• expert interviews – where the opinion of specialists, managers, and professionals is the key factor (market predictions, strategic priorities, relations between stores and suppliers, etc.)
• mystery shopping – a survey “through customer’s eyes” as an effective element of the inspection system of in-store service quality conducted via simulated shopping (one-time or long-term tracking projects)
• via collection and analysis of hard data and data from secondary sources (public statistics, account balances, media monitoring, etc.) – where it is essential to identify the market situation, company structures, media environment and picture
• via top analytical methods – from statistical analyses and geographical information systems to expert analytical technologies

WHO USES OUR SERVICES?

Primarily retailers, their suppliers companies (high-turnover merchandise, items of long-term expenditure, and also supply services), shopping centre management, developers and various institutions.