The Reality Of In-store Communications
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The Reality Of In-store Communications

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The typical grocery store in the US contains 40,000 skus and around 9400 pieces of marketing material. If you spent just one-half second on each item and message, you would be in the store for 68 ...

The typical grocery store in the US contains 40,000 skus and around 9400 pieces of marketing material. If you spent just one-half second on each item and message, you would be in the store for 68 hours. It's this overwhelming amount of stimuli that leads marketers to rely on the concept of "disruptive" communications, an outdated notion that is dependent upon creative tricks to get the shopper's attention. We need to move from disrupting shoppers to connecting with them emotionally through the use of insights.

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The Reality Of In-store Communications The Reality Of In-store Communications Presentation Transcript

  • ©2013 by Shopper Intelligence The Reality of In-Store Communications: Designing To Capture The Shopper’s Attention
  • ©2013 by Shopper Intelligence 2 ©2014 by Shopper Intelligence (SI). All rights reserved. No part of this presentation may be reprinted or reproduced in any way, electronically or hard copy, without written consent from SI.
  • ©2013 by Shopper Intelligence 3 The Future Of Marketing Brands need to bring “meaning through emotion” to the lives of their consumers and shoppers as a way to accomplish the following. 1. Deliver sustainable organic growth. 2. Build emotional and behavioral loyalty. 3. Bring storytelling to brand communications. 4. Create real innovation. 5. Develop sustainable competitive advantages.
  • ©2013 by Shopper Intelligence 4 • The reality of in-store communications. • How a shopper’s brain processes in-store communications. • The importance of insights in developing great communications. • Examples of in-store communications transformed through insights. What We Want You To Learn
  • ©2013 by Shopper Intelligence The Reality of In-store Communications
  • ©2013 by Shopper Intelligence 6 A Shopper’s Reality A typical grocery store contains 40,000 skus supported by 93781 pieces of marketing material. If a shopper spent just one-half second on each item or message option presented, he/she would be in the store for 68 hours. 1. Deherder, Rick & Blatt, Dick - Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success, Pearson Education, 126 The concept of “disruptive communications” may not be as successful as we think.
  • ©2013 by Shopper Intelligence 7 Key Question If disruptive communications aren’t successfully capturing our shoppers’ attention in-store, then what’s the solution?
  • ©2013 by Shopper Intelligence 8 A Brand’s Reality Only 17% of shoppers “note” (glance at) a display in their line of sight.1 Mainly because we don’t design for it. 1. POPAI Shopper Engagement Study 2012 The only hope your communications have of being noticed is if: 1. Your brand or category is relevant to the shopping task at hand. 2. Your message has deep emotional resonance.
  • ©2013 by Shopper Intelligence 9 Our Brain Uses Two Processes 1. Phillips, Dr. Hugh. The cognitive Psychology of Shopping and In-store Marketing”, 2012 The Illusion of Seeing: Seeing happens in the brain, not the eyes, and the brain only processes part of what strikes the retina. “Noting” and “Engaging”: Each uses distinct pathways in our brains.1 Process Pathway • Noting: Broad Scanning Subconscious - 95% • Engaging: Narrow Scanning Conscious - 5%
  • ©2013 by Shopper Intelligence 10 Broad Scanning: Noting • Processes visual information only at the subconscious level. • Noting occurs in an average of 0.5 seconds.1 • Usually at least five feet away. 1. POPAI Shopper Engagement Study 2012
  • ©2013 by Shopper Intelligence 11 Narrow Scanning: Engaging If something A) is relevant to our task at hand, or B) has deep emotional resonance, we switch to Narrow Scanning: • Processes visual information at the conscious level.
  • ©2013 by Shopper Intelligence 12 1. Attract attention on broad scan. 2. Then switch to narrow scan. Two Step Process1 If… A) Relevant to task B) Emotional resonance 1. Phillips, Dr. Hugh. The cognitive Psychology of Shopping and In-store Marketing”, 2012
  • ©2013 by Shopper Intelligence 13 Designing To Connect, Engage, & Inspire Our communications must be designed to match this two-step process. To do this, we must understand how humans: Think, Feel, Behave, Interact. We need the real insights that: CONNECT: Emotionally so communications get noted. ENGAGE: By telling the brand story relevant to the purchase. INSPIRE: The target to the desired action.
  • ©2013 by Shopper Intelligence 14 1. Broad: Subconscious CONNECT, INSPIRE 2. Scan: Conscious ENGAGE, INSPIRE Connect, Engage, Inspire
  • ©2013 by Shopper Intelligence 15 Persuasion There are only two ways you can persuade people to think or behave differently. You can… 1. Manipulate them 2. Inspire them Which do we spend most of our time doing as marketers? We need to be inspiring our shoppers!
  • ©2013 by Shopper Intelligence 16 Inspiring In order to inspire shoppers to take the desired action we must accomplish these three things. CONNECT: Emotionally through their beliefs and attitudes. ENGAGE: Them in your brand story relevant to purchase. INSPIRE: Them to take the desired action. These three rely on one thing - INSIGHTS.
  • ©2013 by Shopper Intelligence Creative Examples: Before and After Insights
  • ©2013 by Shopper Intelligence PUBLIX CHECKOUT PROMISE If during checkout the scanned price of an item, excluding alcohol and tobacco products, exceeds the shelf price, or the advertised price, we’ll give you one of that item free.
  • ©2013 by Shopper Intelligence 19 Ice Cream Sundae End-cap Shopper Insight “I buy ice cream for my family all the time - they LOVE it - but I don’t get all the fixin’s for sundaes. To be honest, I just don’t think to do it. I’m sure I walk by the stuff but I can’t recall ever really noticing it.” Purchase Decision Growth Strategy Drive Conversion Consumer Insight “Life is made up of the frequent, little moments that are full of meaning, not with occasional big ones. This is why it’s important to do special things for my family that meet their needs and are meaningful to them.”
  • ©2013 by Shopper Intelligence 20
  • ©2013 by Shopper Intelligence 21 PUBLIX GUARNTEE We will never knowingly disappoint you. If for any reason your purchase does not give you complete satisfaction, the full purchase price will be cheerfully refunded immediately upon request. PUBLIX GUARNTEE We will never knowingly disappoint you. If for any reason your purchase does not give you complete satisfaction, the full purchase price will be cheerfully refunded immediately upon request.
  • ©2013 by Shopper Intelligence 22 Breakfast Solution End-cap Shopper Insight “I often have to run into the store and buy just a few staples that I know I’ll need right away. It’s a bit irritating that I have to run from aisle-to-aisle. I do it but I wish it were more convenient.” Consumer Insight “I’m a zero-to-sixty kinda person so I don’t have time for a slow acceleration. My morning coffee is my jump-start and my breakfast keeps me going. The best step towards a strong finish is to have a strong start.” Purchase Decision Growth Strategy Increase Basket Ring
  • ©2013 by Shopper Intelligence 23
  • ©2013 by Shopper Intelligence 24
  • ©2013 by Shopper Intelligence 25 Mucinex Allergy: Free-standing Display Shopper Insight “When it’s allergy season I make sure I have on-hand whatever medications I need. Mucinex is not a brand I look for because I didn’t know they offered an allergy product.” Consumer Insight “I consider myself to be a person of action. Even though life throws hurdles in my way they’re rarely insurmountable, so I do whatever it takes to get over them.” Purchase Decision Growth Strategy Increase HHP by driving trial and repeat purchases
  • ©2013 by Shopper Intelligence 26
  • ©2013 by Shopper Intelligence Thank You!
  • ©2013 by Shopper Intelligence Christopher Brace - Founder & CEO Christopher is a classically trained strategic consultant with shopper planning, brand management, traditional advertising, and promotions experience. What makes him unique is his ability to draw from this diverse background to integrate consumer, shopper, and trade planning through insight and strategy so brands deliver a seamless brand experience. As CEO of Shopper Intelligence, he has helped companies like Pfizer, Sara Lee, and Abbott Nutrition build their shopper planning framework and companies like MillerCoors, Tyson Foods, and HJ Heinz to build fully integrated plans. He is on the forefront of reshaping how brands build their go-to-market strategies so they deliver sustainable organic growth. He is a sought after thought leader having spoken around the world (China, Russia, Colombia, Brazil, Caribbean, and US) on integration, insights, and shopper planning. He has a BS in Corporate Finance and an MBA in Marketing and Management from Michigan State University.
  • ©2013 by Shopper Intelligence CONTACT US Christopher Brace • Shopper Intelligence 101 West End Avenue #33B • New York, NY 10023 212.679.4170 • brace@shopperagency.com LinkedIn Group • The Shopper Intelligence Group Twitter • @ShopIntel