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Chetochine is a pioneer on the creation and use of In Store techniques.
We perceived that the advance of distribution and dissemination of the shelf would change for the consumer - brand.
Today, it is evident that a pretty packaging is not what makes it have a good performance, that the love of a brand won't generate loyalty, the originality of a promotion won't generate sales, etc.
It was the prediction of this scenario that led Georges Chetochine, since the early '70s, to work with students at the University of Paris VI in the development of In Store approaches.
But it's not only about techniques: Chetochine has a rich conceptual framework developed for the analysis of its results.
Without them, the data of any In Store technique would be at the level of mere description, deprived of their real strategic projection.
Our In Store studies allow us to show:
- Which branding and communication strategies have, in fact, an impact on the customer
- What kind of BTL actions generate sales, create momentum and defend the brand on the shelf and the counter
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