Unpacking shopper marketing
It provides an understanding of the decision-maker at the time of purchasing products at the retail point. When applied effectively by Trade Marketing it can improve the profitability of a brand,
in-store category. This is achieved through shopper-centric improvements and messaging within the retail environment.
- Shopper Focus: Shopper marketing is all about understanding and influencing consumers’ purchase decisions in the retail environment.
- Profitability Boost: Effective shopper marketing, when applied by trade marketing, can increase a brand’s in-store profitability.
- Shopper vs. Consumer Insights: Distinguish between insights that influence store sales (shopper insights) and insights related to consumer emotions.
- In-Store Triggers: Shopper marketing relies on strategic in-store triggers like ease/recruit, interrupt/retain, educate/frequency, and deepen relationship to drive brand success.
What is the Difference between Shopper Information and Shopper Insight?
Shopper Insight is the interpretation of the information that combines attitudinal and behavioural data to influence store sales through marketing efforts. Consumer Insight looks at the emotions around the product and purchase. Read More on Shopper Insight vs Consumer Insight
What are the Roles of Trigger Points In-Store
EASE/RECRUIT
Main fixture ease of shop
Drive visibility, accessibility, clear price communication
Cues to aid navigation & decision making
INTERRUPT/RETAIN
Disruptive visibility – secondary locations, cross-category locations, till point
Engaging communication, compelling reasons to purchase, price communication
EDUCATE/FREQUENCY
Cues to inform and ease shopper decision making
Engage shoppers
DEEPEN RELATIONSHIP/WOP
Create a shopper experience.
Pricing, Promotions and Messaging Tips, Tricks and Golden Nuggets
Men are hunters and are more susceptible to discounts and offers.
Women are gatherers and tend to shop for a specific task e.g. party or stocking up.
New price / old price. Prices that feature the old price together with the new price work better when the old price is shown with a diagonal strike through-line. 1 to 1.5% increased conversion.
Display messages that use the same colours and text formats that only look like a discount offer, can work as well as those that offer a real discount.
Shoppers are not good at math. The price for a pack of 6 can be the same or higher than buying six individual items.
The highest levels of display impact are for displays that use store promotion staff.
Determining what is the in-store objective for the brand?
To win in retail with your below the line strategy, requires a deep understanding of the objective of the brand.
It is critical in determining the success of the campaign. (What is Above the Line Marketing (ATL) vs Below the Line Marketing (BTL) vs Through the Line Marketing (TTL))
Identifying the brand life-stage, Objective and Growth driver allows for successful campaigns to be rolled out.
RECENT CASE STUDIES
