In Situ - a marketing and distribution research laboratory

The In Situ laboratory consists of 2 innovative research tools:

• a replica shopping experience where 4 supermarket isles have been exactly reproduced in a controlled environment
• a partnership with a hypermarket that forms part of the French national retailer Système U.

The reproduced isles allow shopping situations such as price reductions, promotions, shelving position and general atmosphere to be easily controlled. Work in the field at the hypermarket permits complex research experiments to be carried out in a real shop.

These 2 research methods are central to an understanding of consumer behaviour within a retail context and of the influence of commercial factors on the image enjoyed by supermarket chains.  

The laboratory’s work has resulted in a research chair for Audencia professor Blandine Labbe-Pinlon, sponsored by French supermarket chain Système U.