6 WAYS OF LOOINGAT CONSUMER &SHOPPER MINDSETSTHAT MAY GET YOUTHINKING
CONSUMERHow are the supplierbrands in your storepromoting your brand?
CONSUMER. NOT JUST THE FIRSTSTEPA recent article in HBRon inﬂuencingpurchase decisionstalks about the varyingdegrees of inﬂuencedifferent momentshave on a purchasedecision.In particular, the surprising insight that peopleoften research a product online afterthey’ve bought it.
WINE.CONSUMER MESSAGEIN SHOPPER TERRITORY Discovery drives consumer attitudes and consideration. Anxiety drives choice in store
POWERFULSHOPPER INSIGHTInstant Kiwi.The dream can die in the line
HUMAN BEHAVIOUR Budget shopper spends Remove the need to estimate less than they intend. Non-budget shoppersspend more than tolerable. Both unsatisﬁed.
SHOPPER. UNDERSTAND WHATDECISIONS ARE MADE WHERE Supermarket shopping + Emotions victory choice/possibility satisfaction desire freedom going out enjoy chat what’s new/good self esteem lifted enter shop, new product bagtravel to shop exist shop ﬁnd list checkout pay irritation/it’s expensive confusion anxiety/overspent duty/losing time surprise at cost loss of control boredom boredom/cost anxiety - Emotions