S.H Spring 2014

“If products are not purchased, nothing else matters. The best marketing and advertising campaigns in the planet fail if products stay on the shelf, and the one making the difference is the shopper. ”

The creation of Shopper Marketing challenged the

assumption that the consumer and the shopper are actually

the same person all the time.

Marketing and sales usually focus on the consumer, where is the

shopper taken into account ?

Shoppers are not customers!

And vice versa.

Customer marketing

• Who is the consumer?

• Where does he use my

product?

• When does he use my

product?

• How does he use my product

and why?

• How can I increase the use

of my product?

Shopper marketing

• Who does the shopping?

• Where does he do the

shopping?

• When and how?

• Why does he buy this product

or brand?

• How can I make the shopper

buy MY brand?

Definition

Shopper Marketing uses shopper insights to

engage the shopper at the point of purchase

(‘moment of truth’).

Market Targeting

Awareness

Understanding

Believability

DesireFind

Purchase

Like

Prefer

Shopper

Marketing

“shoppers are making an overwhelming number (76%) of their purchasing decisions in-store”

shopper marketing is about understanding the new shopper

and using that knowledge to manage the marketing mix.

People inside the stores should:

remember the specific brand

find it

not be attracted to the competition (either by

price or impulse)

Sell the product to the shopper,

not the consumer

Understand

Shoppers’ behaviorUnderstand

Shopping Barriers

Consumers:

• passively develops a

relationship with a

brand.

• focus on overall

messages and

aspiration.

Shoppers:

• actively seeks out that

brand.

• look for convenient

solutions that will

provide more value and

differentiation while they

are in front of the shelf.

6 theories of Shopper psychology

1. Shoppers have a limited ability to focus

2. Shoppers shop with their peripheral vision

3. Entry to the category is via Signpost Brands

4. De-selection before selection

5. Shopping mirrors usage habits

6. Discontinuity creates triggers in-store

1. Shoppers have a limited ability to focus

Mind can assimilate 5 pieces of information

• Shoppers cannot scan everything: they “chunk” information

• Primary recognition by colour and shape

• Shoppers use memory to give meaning to objects

• Shoppers most easily recognize visual stimuli

• Mind screens out what it thinks it doesn’t need

• Too much information leads to “lock out”

Use existing pathways - colour & shape

Pictures are stronger than words

Strive for clarity on the big messages – Make choices

2. Shoppers Shop with their Peripheral

Vision

Strong vertical color blocks appear to move and therefore attract

attention

Central vision

Peripheral vision

average total field of

vision of 90 degrees.

Women have much better

peripheral vision than men

filters out what is

irrelevant

Movement, discontinuity, lighting,

color, shape, stimulate attract

peripheral vision.

2. Shoppers Shop with their Peripheral

Vision

3. Entry to the Category is via Signpost

Brands 80% of shoppers take the

same route around a store.

Big brands are used as

navigational cues in the store.

If a shopper can’t find the

signpost they may miss the

category

Enhancing the signpost brand

increases participation in the

category.

4. Deselection Before Selection

5. Shopping Mirrors Usage Habits

With combination of these associations (Room, Task,

Occasion ) with the three shopping modes you can group

products in a way that matches how the shopper thinks

Memory Stimulation

Associations

Room

TaskOccasion

Shopping Mods

Planned

UnplannedImpulse

6. Discontinuity Creates Triggers to

Purchase

The mind discounts what is normal and focuses on differences.

It is triggered by colour and shape cues.

Curved shelving

Shelf Trays

Lighting

Color

Shopping Barriers

A barrier is an element of the product offering or the retail

environment that prevents a shopper from buying a brand.

De-selection

Barriers

Prevent

Selection

Barriers

Shopper marketing is about overcoming shopping

barriers

Prevent Selection

1. Unconvincing Benefit; Performance Uncertainty

2. Choice Confusion

3. Usage Uncertainty

4. Poor Value

De-Selection

1. Perceived lack of need

2. Low brand line-up or awareness

3. Lack of “shelf pop”

4. Habit change

Percieved Lack of Need

Shopper marketing is about overcoming shopping

barriers

Prevent Selection

1. Unconvincing Benefit; Performance Uncertainty

2. Choice Confusion

3. Usage Uncertainty

4. Poor Value

De-Selection

1. Perceived lack of need

2. Low brand line-up or awareness

3. Lack of “shelf pop”

4. Habit change

Shopper marketing is about overcoming shopping

barriers

Prevent Selection

1. Unconvincing Benefit; Performance Uncertainty

2. Choice Confusion

3. Usage Uncertainty

4. Poor Value

De-Selection

1. Perceived lack of need

2. Low brand line-up or awareness

3. Lack of “shelf pop”

4. Habit change

THANK YOU FOR YOUR

ATTENTION.