Shopper Insights and the World of Advertising Joel Rubinson Chief Research Officer, The Advertising Research Foundation 646-465-5790 [email_address] follow me on twitter as @joelrubinson

Why Should the World of Advertising Care About Shopper Insights? Why is the ARF starting a shopper insights council???? If you feel like this: “ Our job is to build great brands, retail is just about making the product available so people can buy it…” Get ready to have your world rocked!!

Why is the ARF starting a shopper insights council????

If you feel like this:

“ Our job is to build great brands, retail is just about making the product available so people can buy it…”

Get ready to have your world rocked!!

What Percent of Purchases Are Still Up for Grabs at the Shelf? Often, over half of the purchase decisions where your brand is in the running are made right at retail What are the make or break influences? For planned purchase decisions, what are THOSE influences? Think they’re the same? “ In a world of fragmented, long-tail media viewing, retail is the only place I know I can find all my customers”—CPG marketing research director Isn’t this starting to sound like media planning?? Do you think that satisfaction with your brand is affected at all by the in-store shopping experience? Isn’t this sounding like program context?

Often, over half of the purchase decisions where your brand is in the running are made right at retail

What are the make or break influences?

For planned purchase decisions, what are THOSE influences? Think they’re the same?

“ In a world of fragmented, long-tail media viewing, retail is the only place I know I can find all my customers”—CPG marketing research director

Isn’t this starting to sound like media planning??

Do you think that satisfaction with your brand is affected at all by the in-store shopping experience?

Isn’t this sounding like program context?

Are You Talking About Consumer Research? No! The human goes into different states of being. Most of the time you are simply a human living your daily life, going about daily activity which includes media multitasking Sometimes you are consuming Then, sometimes you move into a shopper state of mind. You have become a hunter. The messages you care about are different. The ability for a marketer to bring value to a person as a shopper is significant, via partnering with a retailer to optimize the shopping experience Shopping can be fun or frustrating. What shopper marketing and store activation concepts will improve shopability and particularly draw attention to your brand? Shopper insights helps to put the marketer’s focus on the human rather than the one-dimensional view of them as consumers in the context of what you have to sell.

No! The human goes into different states of being.

Most of the time you are simply a human living your daily life, going about daily activity which includes media multitasking

Sometimes you are consuming

Then, sometimes you move into a shopper state of mind. You have become a hunter. The messages you care about are different.

The ability for a marketer to bring value to a person as a shopper is significant, via partnering with a retailer to optimize the shopping experience

Shopping can be fun or frustrating. What shopper marketing and store activation concepts will improve shopability and particularly draw attention to your brand?

Shopper insights helps to put the marketer’s focus on the human rather than the one-dimensional view of them as consumers in the context of what you have to sell.

The Next Great Media Frontier The store is a place where shoppers absorb messaging with more impressions delivered than traditional media However, the messages they choose to absorb are different…shoppers are often looking for solutions so the in-store environment can be a game changer for some brands. Retailers are marketers too! How are retailers going to compete and win share? They must offer differentiated shopping experiences that lead to attachment between the shopper and the retailer. The key to understanding this is shopper insights research.

The store is a place where shoppers absorb messaging with more impressions delivered than traditional media

However, the messages they choose to absorb are different…shoppers are often looking for solutions so the in-store environment can be a game changer for some brands.

Retailers are marketers too! How are retailers going to compete and win share? They must offer differentiated shopping experiences that lead to attachment between the shopper and the retailer.

The key to understanding this is shopper insights research.

Connecting Shopper and Media Begins on February 23 rd at the ARF The media and marketing community needs to start thinking about shopping as an integral part of the brand experience; stage 0 in the consumption of the brand, if you will. On February 23 rd , we will begin to share this type of thinking at the ARF. We will have talks from leaders on defining the shopper, insights about path to purchase, and results from a virtual shopping white paper and validation analysis. All details and sign-up (it’s free) at: http://www.thearf.org/assets/shopper-insights-council Our council co-chairs are biggies: Mike Twitty from Unilever, Peter Hoyt from the In-store marketing Institute, and Bob Tomei from IRI. Our mission: Provide an industry forum to define and implement the emerging discipline of Shopper Insights research, agree to its basic principles and share “best demonstrated practices.” Such practices will improve the flow of marketing spending as marketers, retailers, and agency partners learn how to bring value to people via the shopping processes and experiences they engage in.

The media and marketing community needs to start thinking about shopping as an integral part of the brand experience; stage 0 in the consumption of the brand, if you will.

On February 23 rd , we will begin to share this type of thinking at the ARF. We will have talks from leaders on defining the shopper, insights about path to purchase, and results from a virtual shopping white paper and validation analysis.

All details and sign-up (it’s free) at:

http://www.thearf.org/assets/shopper-insights-council

Our council co-chairs are biggies: Mike Twitty from Unilever, Peter Hoyt from the In-store marketing Institute, and Bob Tomei from IRI.

Our mission: Provide an industry forum to define and implement the emerging discipline of Shopper Insights research, agree to its basic principles and share “best demonstrated practices.” Such practices will improve the flow of marketing spending as marketers, retailers, and agency partners learn how to bring value to people via the shopping processes and experiences they engage in.