Season 6: Episode 5 – Channel Performance: driving sales conversion

Ipsos' Customer Perspective

Ipsos’ Channel Performance teams partner with clients across the world to understand and measure channels and shoppers, to drive sales conversion. In our world of ‘convergent commerce’, they help improve performance across all sales and service channels – physical, contact centre, and digital – to deliver profitable growth.

We’re joined by Craig Bradley, who leads Channel Performance, and Stuart Wood, product leader for ‘Shopper’. At the start of 2023, Ipsos’ Shopper Insights and Virtual Testing teams joined our Channel Performance business. Virtual Testing offers simulated physical and digital retail environments to measure shopper decision making, and test different activation scenarios. Craig and Stuart tell us why these businesses came together, focusing on the benefits for clients, the business challenges addressed and, of course, the impact of so doing – with plenty of example cases. They delve into each aspect of Channel Performance: Channel Sizing, including Retail Census, Retail Audit and Illicit Trade Assessment, to inform channel entry and growth strategy; Execution Measurement to ensure compliance; Mystery Shopping with the end goal of driving the right customer behaviours; as well as Shopper Insights, with a behavioural science lens, to optimise marketing ROI; and Virtual Testing to win at the point of purchase. Craig and Stuart give a shout out to best practice organisations and share their predictions for the future.

Check out Ipsos’ latest Channel Performance, CX and omnichannel/convergent commerce thinking.