Morpace is well versed in the research needs of retailers, both brick-and-mortar stores as well as their e-commerce counterparts.  From big-box chains to specialty stores, from luxury to discount, we delve into the unique issues that are affecting your business today.

Our retail solutions include:

• Evaluation of brand equity, including your store’s brand as well as the merchandise brands you carry
• Understanding the competitive value of exclusive brands and products, and proprietary brand extensions
• Shopper loyalty and satisfaction, plus key vendor partnership insights
• The in-store shopping experience, including store navigation, reactions to individual departments and prototypes, way-finding/signage, customer service policies, etc.
• Communications strategy refinement and copytesting
• Brand and advertising tracking
• Co-branded credit card opportunities

A few examples of how Morpace has contributed to the success of our retail clients include the following:

• Category Brand Equity – We obtain awareness and strength for the array of brands offered within key merchandise categories, to understand which brands contribute most to overall store image and to identify those having the greatest power to drive retailer selection.  An umbrella program was created and then customized for individual product categories to allow it to be rolled out across as many or as few categories as desired. 
• Store Design – Consumer and retail staff were exposed to a concept store’s design and service elements through in-store interviews and follow-up qualitative sessions.  As a result, the client fine-tuned their format, clarified communication materials and improved employee training prior to the full launch of the new stores.  
• In-Store Shopping Behavior – Observational research tracked shoppers entering the store, to determine shopping patterns for a retailer that offers two distinct merchandise types.  Exit interviews conducted with a subset of shoppers illuminated the “whys” of their behavior.  Study responses encouraged the retailer to add new signage and displays near the front of the store to remind and encourage shoppers to visit the less frequently shopped departments.
• Communications and Brand Effectiveness Tracking – As a retailer expanded its reach, we developed a dynamic survey to track communications effectiveness and gauge evolving brand imagery in emerging markets.  We incorporate continuous data collection and regularly scheduled reporting so the retailer can make quick media decisions, modify advertising messages and placement, and compare success from market to market.

Please contact Morpace to better understand your customers,  brands  and  markets.
From building  loyalty and advocacy to monitoring your brand health, Morpace will help you succeed.