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Mock-up stores

A realistic reproduction of the shopping environment

A UNIQUE RESEARCH TOOL FOR UNPARALLELED RELIABILITY

IN VIVO BVA, the consumer goods department at BVA, owns mock-up stores in all major European countries. These research tools make it possible to evaluate and understand how shoppers' buying behavior are affected by marketing initiatives (launch of a new product, packaging change, modification of retail price, advertising, promotional operation, merchandising restructure, flagging, etc.).

This natural buying environment generates results that are truly predictive of the future behaviors of shoppers, which maximizes the chances that a marketing decision will be successful.


The IN VIVO BVA mock-up stores were designed by merchandisers to reconstruct in a realistic fashion the purchasing environment in superstores (overall organization, retail fixtures, background music, shopping carts, etc.).
Closed to the public except for people recruited to participate in our studies, the mock-up store format makes it possible to completely control test conditions and ensure confidentiality, unlike actual sales testing scenarios.

Most importantly, the realism of the mock-up stores guarantees the truly natural behavior of shoppers, which is the foundation of the unparalleled reliability of IN VIVO BVA tests.

Far from traditional studies based on the attitudes and statements of individuals, which have proven to be unsound, analyzing the behavioral indicators generated in the mock-up stores allows our customers to make more accurate decisions based on reliable results.

Video example: Observation of a purchase in the store

 

Our store in Hamburg, Germany