the reality of in-store communications

©2013 by Shopper Intelligence

The Reality of In-Store Communications:Designing To Capture The Shopper’s Attention


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©2014 by Shopper Intelligence (SI). All rights reserved. No part of this presentation may be reprintedor reproduced in any way, electronically or hard copy, without written consent from SI.


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The Future Of Marketing

Brands need to bring “meaning through emotion” to the lives of theirconsumers and shoppers as a way to accomplish the following.

1. Deliver sustainable organic growth.

2. Build emotional and behavioral loyalty.

3. Bring storytelling to brand communications.

4. Create real innovation.

5. Develop sustainable competitive advantages.


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• The reality of in-store communications.

• How a shopper’s brain processes in-store communications.

• The importance of insights in developing great communications.

• Examples of in-store communications transformed through insights.

What We Want You To Learn


The Reality of In-store Communications


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A Shopper’s Reality

A typical grocery store contains 40,000 skus supported by 93781 pieces ofmarketing material. If a shopper spent just one-half second on each itemor message option presented, he/she would be in the store for 68 hours.

1. Deherder, Rick & Blatt, Dick - Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success, Pearson Education, 126

The concept of “disruptive communications” may not be assuccessful as we think.


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Key Question

If disruptive communications aren’t successfully capturing our shoppers’attention in-store, then what’s the solution?


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A Brand’s Reality

Only 17% of shoppers “note” (glance at) a display in their line of sight.1

Mainly because we don’t design for it.

1. POPAI Shopper Engagement Study 2012

The only hope your communications have of being noticed is if:

1. Your brand or category is relevant to the shopping task at hand.

2. Your message has deep emotional resonance.


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Our Brain Uses Two Processes

1. Phillips, Dr. Hugh. The cognitive Psychology of Shopping and In-store Marketing”, 2012

The Illusion of Seeing: Seeing happens in the brain, not the eyes,and the brain only processes part of what strikes the retina.

“Noting” and “Engaging”: Each uses distinct pathways in our brains.1

Process Pathway• Noting: Broad Scanning Subconscious - 95%• Engaging: Narrow Scanning Conscious - 5%


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Broad Scanning: Noting

• Processes visual information only at the subconscious level.• Noting occurs in an average of 0.5 seconds.1

• Usually at least five feet away.

1. POPAI Shopper Engagement Study 2012


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Narrow Scanning: Engaging

If something A) is relevant to our task at hand, or B) has deep emotionalresonance, we switch to Narrow Scanning:

• Processes visual information at the conscious level.


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1. Attract attention onbroad scan.

2. Then switch to narrowscan.

Two Step Process1

If…A) Relevant to task

B) Emotional resonance

1. Phillips, Dr. Hugh. The cognitive Psychology of Shopping and In-store Marketing”, 2012


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Designing To Connect, Engage, & Inspire

Our communications must be designed to match this two-step process.

To do this, we must understand how humans: Think, Feel, Behave, Interact.

We need the real insights that:

CONNECT: Emotionally so communications get noted.

ENGAGE: By telling the brand story relevant to the purchase.

INSPIRE: The target to the desired action.


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1. Broad: SubconsciousCONNECT, INSPIRE

2. Scan: ConsciousENGAGE, INSPIRE

Connect, Engage, Inspire


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Persuasion

There are only two ways you can persuade people to think orbehave differently. You can…

1. Manipulate them

2. Inspire them

Which do we spend most of our time doing as marketers?

We need to be inspiring our shoppers!


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Inspiring

In order to inspire shoppers to take the desired action we mustaccomplish these three things.

CONNECT: Emotionally through their beliefs and attitudes.

ENGAGE: Them in your brand story relevant to purchase.

INSPIRE: Them to take the desired action.

These three rely on one thing - INSIGHTS.


Creative Examples:Before and After Insights


PUBLIX CHECKOUTPROMISE

If during checkout the scanned price of an item, excludingalcohol and tobacco products, exceeds the shelf price, or the

advertised price, we’ll give you one of that item free.


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Ice Cream Sundae End-cap

Shopper Insight“I buy ice cream for my family all the

time - they LOVE it - but I don’t get allthe fixin’s for sundaes. To be honest, Ijust don’t think to do it. I’m sure I walkby the stuff but I can’t recall ever really

noticing it.”

PurchaseDecision

Growth StrategyDrive Conversion

Consumer Insight“Life is made up of the frequent, littlemoments that are full of meaning, notwith occasional big ones. This is whyit’s important to do special things formy family that meet their needs and

are meaningful to them.”


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PUBLIX GUARNTEEWe will never knowingly disappoint you. If for any reason your purchasedoes not give you complete satisfaction, the full purchase price will be

cheerfully refunded immediately upon request.

PUBLIX GUARNTEEWe will never knowingly disappoint

you. If for any reason your purchasedoes not give you complete

satisfaction, the full purchase pricewill be cheerfully refundedimmediately upon request.


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Breakfast Solution End-cap

Shopper Insight“I often have to run into the store andbuy just a few staples that I know I’ll

need right away. It’s a bit irritating that Ihave to run from aisle-to-aisle. I do it but

I wish it were more convenient.”

Consumer Insight“I’m a zero-to-sixty kinda person so I

don’t have time for a slow acceleration.My morning coffee is my jump-start andmy breakfast keeps me going. The beststep towards a strong finish is to have a

strong start.”

PurchaseDecision

Growth StrategyIncrease Basket Ring


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Mucinex Allergy: Free-standing Display

Shopper Insight“When it’s allergy season I make sureI have on-hand whatever medicationsI need. Mucinex is not a brand I look

for because I didn’t know they offeredan allergy product.”

Consumer Insight“I consider myself to be a person of

action. Even though life throws hurdlesin my way they’re rarely

insurmountable, so I do whatever ittakes to get over them.”

PurchaseDecision

Growth StrategyIncrease HHP by driving trial and repeat purchases


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Thank You!


Christopher Brace - Founder & CEO

Christopher is a classically trained strategic consultant with shopperplanning, brand management, traditional advertising, and promotionsexperience. What makes him unique is his ability to draw from thisdiverse background to integrate consumer, shopper, and tradeplanning through insight and strategy so brands deliver a seamlessbrand experience.

As CEO of Shopper Intelligence, he has helped companies likePfizer, Sara Lee, and Abbott Nutrition build their shopper planningframework and companies like MillerCoors, Tyson Foods, and HJHeinz to build fully integrated plans. He is on the forefront ofreshaping how brands build their go-to-market strategies so theydeliver sustainable organic growth.

He is a sought after thought leader having spoken around the world(China, Russia, Colombia, Brazil, Caribbean, and US) on integration,insights, and shopper planning. He has a BS in Corporate Financeand an MBA in Marketing and Management from Michigan StateUniversity.


CONTACT USChristopher Brace • Shopper Intelligence101 West End Avenue #33B • New York, NY 10023212.679.4170 • [email protected] Group • The Shopper Intelligence GroupTwitter • @ShopIntel

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