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“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
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.
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.
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.
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
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