Shoppermarketing Presentation C

8/11/2019 Shoppermarketing Presentation C

1/18

Shopper Marketing

Debunking

the Myths of

ShopperMarketing

Measurement

May 2012


2/18

Navigation

Notes Field

Video

presentation

PowerPoint

PresentationField

Question Chat

Field Type in

your questions

Document

Download Field


3/18

Gera Nevolovich Hotspex

Hotspex applies emotional measurement

to marketing research and innovation

Delivers strategic direction for profitable

action throughout the brand lifecycle

Deep, actionable understanding of theconsumer emotional and rational

landscape


4/18

Shopper marketing myth #1

Myth: Its all about

breakthrough and getting

the customers attention

Fact: There are several

dimensions that drive

purchase attention andbuilding connection


5/18

Shopper marketing truths

Unseen is unsold

Uninspired in unsold too

Customers look for points of

reference

Build connections to your

product through familiarity


6/18


Myth: Shopper marketing must be

measured in a real store environmentusing laser technology

Fact: Online attention tracking has a

stronger correlation to actual purchasingthan laser on the same shelf


7/18

Shopping marketing truths

Intentional click of mouse

indicates where consumer is

paying attention

In an online environment people

click on what appeals to them

What appeals to them significantly

impacts what they purchase


8/18


Myth: Creating emotional impact with the

consumer is voodoo or the realm of

genius

Fact: Designers can strategically target

and activate emotional states withspecific visual cues


9/18

Everything talks

Every element of yourpackaging (e.g., shape and

colour) talk to consumers

rationally and emotionally

Emotions drive the impulse

to buy

Shopper marketing truths


10/18

Myth: Packaging is a multi-dimensional

element of your brand whose role is

only to stand out and get attention

Fact: The key drivers of shopability are

attention, branding, communication,demand and emotional connection#



11/18

Measuring shopper behaviour at shelf:

Understand the performance of yourpackaging on the shelf and in isolation

Shelf measures available online include:

attention tracking, timed finding, andvirtual shopping

Best practices


12/18

Best practices

Performance in isolation needs to

consider both the rational and emotional

impact to understand how the designconnects with the consumer

Consumers should see only one design,

not multiple, because in reality theywould only see that one execution


13/18

Research result norms

Compare restage/refresh against current

design

Use competitive products as benchmarks and

consider share of shelf

Look at both positive and negative emotions

Brand patronage notably falls when association

with negative attributes exceeds 15%


14/18

Insights

More fragmented the

category, more harder

to measure

Consumers shop

fragmented categories

from left to right (likereading)


15/18

Insights

Consumers search for

familiar points of

reference

Its important to give

them cues (e.g., human

faces and familiargraphics or shapes)


16/18

Effective shopper marketing measurement

Design packaging to evoke desired

emotional states

Most important measures of packaging:

getting attention and building connection

Get comparable findings in virtual onlineenvironments (more scalability and

efficiencies)


17/18

Effective shopper marketing measurement

Understand how consumers navigate

different categories (fragmented or

dominated)

Consumers look for reference points

Brands are tools consumers use to

navigate the shelves


18/18

Question Period

Telephone number:1-800-747-5150

Access: 5697142

Documents

Shoppermarketing Presentation C