MCCP Shopsumer Study for Checkout conference 2012

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MCCP Shopsumer Study for Checkout conference 2012

  1. 1. Game Changing Strategy to win the Shopsumer
  2. 2. 8 in 10 people shoppingaround in your category willprobably ignore your brand Source: MCCPTrendstream™, Dunnhumby, 2011
  3. 3. The only way to reverse this trend is to create a Game Changing Shopper Marketing Strategy
  4. 4. MCCP’s strategy formula1. Think ‘Shopsumer’2. Get beyond the 4 walls3. Find the emotional insight
  5. 5. People drop in & out of shopper mode atany point, any place, any time
  6. 6. Emotion drives action &rationalised behaviour… "The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions." Canadian Neurologist Donald Calne
  7. 7. Consumer & Shopper mind-setsare merging …the birth of Shopsumer Consumer Mind-set Shopper Mind-set
  8. 8. The one path to purchase is dead Need Identified Home Home On Way to Store Outside of Store End of or In Aisle At Shelf On Pack Purchase Need Fulfilled
  9. 9. Tradable vs. Non-tradableEmotional Needs Source: MCCP Shopper Insight Study Source: MCCPTrendstream, Understanding the Irish Shopper In Home & In Store, June – Dec, 2011
  10. 10. 5 MCCP ‘Shopsumer Shifters’ Source: MCCP Shopper Insight Study
  11. 11. Shopsumer Need for Control Need identified in-Home Need enabled in-Store
  12. 12. Shopsumer Need for Connection Need identified in-Home Need enabled in-Store
  13. 13. Shopsumer Need for HarmonyNeed identified in-Home Need enabled in-Store
  14. 14. MCCP’s strategy formula1. Think ‘Shopsumer’2. Get beyond the 4 walls3. Find the emotional insight
  15. 15. Ask MCCP more about findingShopsumer Shifter Insights kay@mccp.ie susan@mccp.ie

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