Shopper vs consumer

SHOPPER

CONSUMER

Self perception

CONSUMERAttitude

Carried with us into the store in the form of expectation

Consumer communication answers the question, why Nike?

Behaviour

SHOPPER

Shopper communication answers the question,

Consumer +

Different but still predictably irrational

why buy Nike?

find it check it buy it maintain it sell it

want it love it treasure it care for it hate it

find it check it buy it maintain it sell it

want it love it treasure it care for it hate it

CONSUMER

find it check it buy it maintain it sell it

want it love it treasure it care for it hate it

SHOPPER

AND SHOPPERCONSUMER

6 WAYS OF LOOING AT CONSUMER & SHOPPER MINDSETS THAT MAY GET YOU THINKING

CONSUMER

How are the supplier brands in your store promoting your brand?

A recent article in HBR on influencing purchase decisions talks about the varying degrees of influence different moments have on a purchase decision.

CONSUMER. NOT JUST THE FIRST STEP

In particular, the surprising insight that people often research a product online after they’ve bought it.

Discovery drives consumer attitudes and consideration.

Anxiety drives choice in store

WINE.CONSUMER MESSAGE IN SHOPPER TERRITORY

Instant Kiwi. The dream can die in the line

POWERFUL SHOPPER INSIGHT

Budget shopper spends less than they intend.

Non-budget shoppers spend more than tolerable.

Both unsatisfied.

HUMAN BEHAVIOUR Remove the need to estimate

SHOPPER. UNDERSTAND WHAT DECISIONS ARE MADE WHERE

+ Emotions

- Emotions

Supermarket shopping

pay exist shop

boredom

bag

checkout

surprise at costloss of control

confusion

irritation/it’s expensive

what’s new/good

shop, new productenter

boredom/cost anxiety

duty/losing time

choice/possibility

self esteem lifted enjoy chat

find listtravel to shop

anxiety/overspent

going out

satisfaction desirevictory

freedom

AND SHOPPERCONSUMER