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Shopper Insights Wine09
 

Shopper Insights Wine09

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What's it like to be a potential wine customer interested in information?

What's it like to be a potential wine customer interested in information?

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    Shopper Insights Wine09 Shopper Insights Wine09 Presentation Transcript

    • 10 Shopper Insights that You Must Know and dos & don’ts A Wine Adaptation Jim Fortune jfortune@bigpond.net.au
    • 10 SHOPPER INSIGHTS 1 Shoppers have difficulty making decisions 2 Shoppers want to feel smart when making decisions 3 Shoppers’ limited ability to process too much information 4 Shoppers use memory to give meaning to objects 5 Shoppers need consistent messages in and out of the store 6 Discontinuity creates triggers to attract shoppers’ attention 7 Shoppers recognize visual stimuli most easily 8 Shoppers use familiar segments to speed up their selection process 9 Shoppers’ tunnel vision and “boomerang” behaviour 10 Shoppers need to be reminded of the items they need
    • Start with a fact not an insight – something that often seems to be overlooked for wine
    • 1 1. Shoppers have difficulty making decisions decisions • More choices, more difficult to make a selection • It is very common for shoppers not to know exactly what they want. • Shoppers need information/education to make a decision.
    • 1 1 1. Shoppers have difficulty making decisions decisions Avg. # SKUs Carried by a Supermarket - wine 1200 1000 • 46% shoppers spend 3min+ in front of shelf 800 • 52% shoppers pick up 600 3+ products 400 200 0 1996 2000 2004 2006 2008 Source: speculative data for example
    • 1 11. Shoppers have difficulty making decisions decisions • More choices, more difficult to make a selection • It is very common for shoppers not to know exactly what they want. • Shoppers need information/education to make a decision. Dos Don’ts • Assume shopper know how to • Education in store through choose products relevant point of sales materials • Overwhelm shoppers with point • Train promoters on how to of purchase materials! facilitate shoppers’ selection process
    • 2 Shoppers want to feel smart when making decisions • Shoppers want to make a wise and smart decision. • They also want to be seen by peers as making the right choice.
    • 2 2 Shoppers want to feel smart when making decisions Do you think the shopper will feel smart with this promotion?
    • 2 Shoppers want to feel smart when making decisions • Shoppers want to make a wise and smart decision. • They also want to be seen by peers as making the right choice. Dos Don’ts • Disappoint shoppers, even after • Focus on how to make shoppers the sale (e.g. high-low price feel that they’ve made a smart strategy) decision rather than on the deal per se • Emphasize “Smart Choice” in promotional activities.
    • 3 Shoppers’ limited ability to process too much information • The mind can only process 5-7 pieces of information • Thousands of stimuli exist in a store: – Some information is compressed – Some information is screened out • Too much information leads to “lock out” Result: less than 50% of shoppers are able to recall any available point of sale marketing!
    • 3 Shoppers’ limited ability to process too much information • The mind can only process 5-7 pieces of information • Thousands of stimuli exist in a store: – Some information is compressed – Some information is screened out • Too much information leads to “lock out” Dos Don’ts • Overwhelm shoppers with clutter • Stimuli need to be clear and in store and on the shelf unambiguous • Create relevant in-store communications that help shoppers make the right choice
    • 4 Shoppers use memory to give meaning to objects • Shoppers need to be given a clear stimulus in order to access their memory. What’s is the brand?
    • 4 Shoppers use memory to give meaning to objects • Shoppers need to be given a clear stimulus in order to access their memory. Is this brand?
    • 4 Shoppers use memory to give meaning to objects What’s this brand?
    • 4 Shoppers use memory to give meaning to objects • Shoppers need to be given a clear stimulus in order to access their memory. Dos Don’ts • Use non-standard font, colour or • Use visual stimuli that are shape consistent with what shoppers know for better memory retrieval • Use visuals that inconsistent with those used in other channels: e.g. • Use existing pathways – colour, TV ad, print shape, font… • Merchandising tools need to have meaning
    • 5 Shoppers need consistent messages in and out of the store SHIRAZ excels at delivering the sort of BENEFITS that customers truly desire.
    • 5 Shoppers need consistent messages in and out of the store • Shoppers need consistent messages to make the transition from consumers to shoppers. Dos Don’ts • Don’t break the dialogue at point • Use 360-degree communication of sale by sending a different • Align above- and below-the-line and/ or irrelevant message. activity • In-store communication also needs to be aligned with shoppers’ needs and mission
    • 6 Discontinuity creates triggers to attract shoppers’ attention • The mind ignores what it knows and focuses on differences
    • 6 Discontinuity creates triggers to attract shoppers’ attention • The mind ignores what it knows and focuses on differences
    • 6 Discontinuity creates triggers to attract shoppers’ attention • The mind ignores what it knows and focuses on differences Dos Don’ts • Design without any discontinuous, • Enhance shelf design & stimulating element merchandising tools by using: – Different shelf layouts – Different lighting intensities – Different flooring – Curved designs – Different colour patterns
    • 7 Shoppers recognize visual stimuli most easily From “flashy” visuals …
    • 7 Shoppers recognize visual stimuli most easily … to more subtle but unique approaches.
    • 7 Shoppers recognize visual stimuli most easily What’s this ?
    • 7 Shoppers recognize visual stimuli most easily • Shoppers can process information in visual form (e.g. pictures) much more easily than words. Dos Don’ts • Use wordy text in point of sale • Use pictures/visuals materials (shoppers won’t read • Simple words such as SAVE, them!) SALE, FREE…
    • 8 Shoppers use familiar segments to speed up their selection process • Shoppers first sort out what is not relevant, then choose among the remaining products.
    • 8 Shoppers use familiar segments to speed up their selection process • How many distinct category segments in your local store? • Little association between some groups • Specials segment is associated with all Bottle Special Red Regional occasion Chilled Specials BIB White Ambient Case inc. Sparkling imports
    • 8 Shoppers use familiar segments to speed up their selection process • Shoppers first sort out what is not relevant, then choose among the remaining products. Dos Don’ts • Organize products on the shelf in • Make it easy for the shopper to a way that is not aligned with sort out what is and is not shoppers’ selection logic. relevant • Organize the store in a way that • Organize products based on how shoppers need to spend more shoppers make decisions time to find the brand they want. • Think about needs-based shelf layout
    • 9 Shoppers’ tunnel vision and “boomerang” behaviour • Shoppers have a tunnel vision when viewing fixtures at eye level. • Also, if they cannot find what they want half-way down the aisle, they often turn round and leave the fixture. Corridor side Module 1 2 3 4 5 6 7 8 Shelf 1 2 3 4 Eye level % of 5 interaction 6 6% - 10% 7 8 4% - 5% 3% or below
    • 9 Shoppers’ tunnel vision and “boomerang” behaviour • Shoppers have a tunnel vision when viewing fixtures at eye level. • Also, if they cannot find what they want half-way down the aisle, they often turn round and leave the fixture. Dos Don’ts • Don’t expect shoppers to go the • Place relatively weak brands at extra mile to find your brand eye level, so they stand a better because they won’t! chance to be noticed • Place your brands close to the main entrance of the fixture
    • 0 Shoppers need to be reminded of the items they need 100% No 71% of shoppers make their final Planned to buy wine? 26% purchase decision in store! 74% Yes Purchased wine No or not? 12% Yes 62% Not planned but purchased wine Planned but not purchased wine Planned and Purchase wine Details of preplan Closure rate analysis Impulse purchase rate analysis Why? – In-store triggers Why? – In-store barriers Changed Plan or not? 33% Yes Why? – In-store impacts (example data only)
    • 0 Shoppers need to be reminded of the items they need 26% Impulse Purchase Reasons for Impulse Purchase - (%) I was reminded by in-store stuff 61 Not planned but purchased wine It is on promotion now 29 Impulse purchase rate analysis Recommended by promoter 6 Why? – In-store triggers Recommended by accompanier 3
    • 0 Shoppers need to be reminded of the items they need • Food-wine matching – talked about, rarely displayed • Reminding shoppers with some label cues.
    • 0 Shoppers need to be reminded of the items they need • What’s wrong with pairing? • Increasing value of recognition and purchase.
    • 0 Shoppers need to be reminded of the items they need • Grouping categories in line with shoppers’ logical selection process triggers their memory and leads to more sales – whether planned, unplanned or impulse. Dos Don’ts • Use secondary displays with • Organize the fixture around illogical category adjacency shoppers’ needs and mission to make the most of their limited • Arrange the fixture based on time at point of sale what makes sense to the Category Manager! • Create in-store solution centers
    • Summing up • Consumers and shoppers are two sides of the same coin, hence consistency is needed in our communications. • The store environment has enormous impact on shoppers and their behaviour. • In order to influence shoppers to our advantage, understanding what makes them “tick” is fundamental. • Therefore, shopper insights are key to win “in the last mile”.
    • Thank you for your Thank you framework & sharing goes to Ken Zhang, Zdology Images courtesy of Javier Calvar, RI China web sites and more formal open access material such as FLICKR and SlideShare