HPI and Envirosell forge shopper research alliance

Brand and communication research experts HPI have become the UK licensee for Envirosell, the premier research and consulting firm for shopper behaviour studies.

Founded by bestselling author Paco Underhill over 25 years ago, Envirosell works for major retailers, manufacturers, banks, quick serve restaurants and leisure operators to provide shopper insights to improve store and product performance. Understanding shopper behaviour anywhere where people and places meet is Envirosell’s unique expertise. Envirosell clients include major brands like adidas, Estee Lauder Companies, KFC, Samsung and Selfridges, and the consultancy operates globally with offices in New York, Tokyo, Seoul, Sao Paulo, Milan, Mexico City, Bangkok, Mumbai, and now London.

HPI already has a strong presence in shopper research for clients such as Homebase, Sainsbury’s McDonald’s, Heineken and Westfield. Envirosell’s in-store approaches and consultancy will complement the innovative and creative techniques firmly at the heart of HPI’s offering. Envirosell UK will be headed by Mark Pingol who brings over 12 years of experience working for Envirosell in the US. “Successful retail marketing is the result of the careful orchestration of product, pricing, placement, promotion and people,” Mr Pingol stated. “Manufacturers and retailers benefit from a better understanding of the shopper purchase decision process, as it helps when addressing the customer’s actual in-store needs. Launching Envirosell UK allows us to best meet the needs of UK-based stores and commercial environments. I am delighted to be given the opportunity to spearhead this exciting development for HPI.”

HPI’s Senior Partner David Iddiols commented: “Envirosell are the leading shopper research brand globally and a great cultural fit for us.”