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TNS Magasin discovers how to attract more shoppers for SABMiller


TNS Magasin has recently undertaken a completely new form of shopper research

TNS Magasin has recently undertaken a completely new form of shopper research, in conjunction with SABMiller, to identify additional sales potential within the global beer category. The exciting project, which focuses on non-purchasers, enabled TNS Magasin to demonstrate how to unlock barriers to purchase and capitalise on previously overlooked opportunities in-store.

Siemon Scamell-Katz of TNS Magasin explains: ‘Traditional research has concentrated primarily on purchasers. By focusing on non-purchasers, we have illuminated the stages in the shopping journey where there is the greatest opportunity for SABMiller to increase sales. Clearly, the biggest of these is with those potential purchasers who are in front of the fixture but not buying.’

The first step was to discover how successful the beer category is at converting overall store traffic to purchasers. The research team also studied who the beer shopper is and how different beer sub-categories perform in various locations. Based on these insights, Magasin provided SABMiller with numerous practical, actionable recommendations.

To do all this, TNS Magasin installed static cameras to cover the store entrance, overall beer category entrances and the access points of sub-categories such as world lager, speciality beers and bulk buys. The team recorded the number of shoppers who entered the store; passed the beer category; entered the beer category; interacted with beer products; and selected beer products.

This research showed that almost all shoppers reach the beer aisle (this is likely to be a function of key driver categories within that section of the store) but only 19% enter the aisle and less than one in ten interact. However, this does mean that half of shoppers who enter the aisle go on to interact with the category. So encouraging more shoppers into the aisle is a big opportunity for SABMiller.

The filming also identified the best-performing locations within the category as well as the best-performing sub-categories in terms of attraction, engagement and selection. This was cross-referenced with the profile of the beer shopper in every area and the relative success of the different pack size formats across the different sub-categories.

Using these findings combined with knowledge gained from nearly two decades of studying shoppers, TNS Magasin was able to provide SABMiller with a raft of strategic recommendations to attract shoppers into the aisle and encourage more interaction. These included positioning, merchandising, packaging, pack formats, signage and POS.

For further information contact TNS Magasin on +44 (0)01858 461461 or visit


About TNS
TNS, who recently merged with Research International, is the world’s largest custom research agency delivering actionable insights and research-based business advice to its clients so they can make more effective business decisions. TNS offers comprehensive industry knowledge within the Consumer, Technology, Finance, Automotive and Political & Social sectors, supported by a unique product offering that stretches across the entire range of marketing and business issues, specialising in product development & innovation, brand & communication, stakeholder management, retail & shopper, and qualitative research. Delivering best-in-class service across more than 75 countries, TNS is part of Kantar, the world’s largest research, insight and consultancy network. Please visit for more information.

The Kantar Group
The Kantar Group is one of the world’s largest research, insight and consultancy networks. By uniting the diverse talents of more than 20 specialist companies – including the recently-acquired TNS – the group aims to become the pre-eminent provider of compelling and actionable insights for the global business community. Its 26,500 employees work across 80 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies. The Kantar Group is a wholly-owned subsidiary of WPP Group plc. For further information, please visit


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