For a Non-Alcoholic Ready to Drink (NARTD) sector leader, a series of studies were conducted to analyse customers’ experiences and ideas about in-store executions in supermarkets. Both quantitative and qualitative methods were employed to collect customer views via online and mobile channels during or just after their shopping trips.


In the research, most-liked in-store executions, prominent features of these executions, the effect of promotions and sales campaigns on attention, and the conversion effect of executions were examined. As a result of the research a new guideline about in-store execution design was circulated among the client’s marketing team.