Shopper research :
Semiotic analysis of the POS
At Séissmo, we are experts in semiotically analysing the shop design of different retailers in order
to visualise their sign language, specific signs and structural features.
What means does each world use?
By visiting the store independently or looking at the online presentation, we can analyse what messages are conveyed by the store design, the shelf, the displays and the product presentation. And what the interaction between the user and the shelf reveals, without asking questions. This can be done completely 'undercover' or by co-operating with the retailers involved, which also helps to get better images/illustrations.
Companies, shops and products also ‘speak between the lines’
- The overall image of a company, of a brand, is made up of the sum of its explicit and implicit messages.
- In everyday shopping, signals from products, product categories, shelves and stores shape perception. This in turn influences the nature of cognitive and emotional engagement.
- At Séissmo, we look at, analyse and decipher what a brand, a shelf, a shop and its surroundings are communicating in a visual way.
- We translate what form and colour, design and arrangement say.
- We analyse the interactions between product appearance and POS design.
- We identify the respective principles and compare the different approaches.
Shelves not only contain products, but also messages – Can you decode them?
Example: Analysing how fast shoppers move through the store depending on the layout
In the covent, shoppers walk very slowly, with many stops, as they do not want to miss anything. This is a concept that suits slow and physically inactive shoppers.
Séissmo is a long-time member of the German Society for Semiotics (DGS e. V.) which has the objective to support research, teaching, and publications about semiotics in Germany as well as to promote international cooperation in the field of semiotics.
Read more on Shopper research
“Do-it-your-shelf” (ideal shelf set-up)
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Social listening,
social media monitoring
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Client's voice
The other 3 pillars of our research expertise
Exploratory Research
WE DIG TO THE BOTTOM of consumers' minds
- Consumer attitudes, behaviour, drivers and barriers
- Usage patterns and habits, customer journeys
- Lifestyle research
- Market landscape, mental maps
- Latent needs, new territories
- Consumer segmentation, typology, persona
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Brand & Strategy Research
WE STRETCH BRANDS WITHOUT LOSING ELASTICITY
- Advertising impact
- Product re-launches (360° marketing checks)
- Packaging
- Prices & promotion
- Marketing mix coherence, portfolio
alignment
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Product & Packaging Test
We find the addiction factor
- Opportunities for adopting new concepts and ideas (both products and services); addiction factor
- New formulas, flavours, fragrances, textures, colours, shapes, dosage forms, handling, devices, packaging materials, service components, names, claims, etc.
- Customer & user experience
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