Momo Japan adds Shopper Solution to Offering

TOKYO (30 November 2009) -- Momentum Japan Inc. (President/CEO: Hiroshi Namiki; Headquarter: Minato-ku, Tokyo), a part of the global Momentum Worldwide network that extends across 45 countries around the world, has begun offering shopper solution program services in Japan. Targeted toward domestic manufacturers and distributors, the program includes "value creation-type merchandising" and "2-second point-of-purchase communication," and its central aim is to provide practical shopper marketing services at a reasonable cost, making shopper marketing more accessible to companies.

The key feature of the program is that it takes two unique approaches to more scientifically and quantitatively extract sales opportunities to shoppers that can not be sufficiently captured through mere "consumer" research. The first is Shopping Landscape Analysis™, an analytic method which targets not "people" but "the way in which purchases are made." It identifies how a particular product is currently being purchased and its purchase context to quantitatively draw out which "way of purchase" needs to be tackled. The second is Opt-Out Analysis™, which analyzes the reasons why a product was not chosen. In this method, not the usual "reason for purchase," but the "reason the purchase was not made" is analyzed as a potential sales opportunity. Through these approaches, the program helps not only to improve the accuracy of in-store strategies, but also to maximize the learnings from each campaign. It also promises to help manufacturers increase the persuasiveness of in-store measures that they proposed to retailers.

On the tactical side, the program focuses on measures that don't rely on simple price-slashing, with "value creation-type merchandising" and "2-second point-of-purchase communication" being the two most prominent features. This approach triggers desirable purchases at the sales floor by utilizing such methods as developing in-store messages based on the lifestyle context of shoppers or applying behavioral science and cognitive psychology to design development. Linkage with Momentum's partner retailers is also possible, as well as utilization of POS data during the planning of various measures and pre and post effectiveness measurements.