Shopper MarketingThe Gospel According to Stephen Remedios
Consumer ≠ ShopperThe Consumer: The Shopper: Is the ultimate user of our Is the one who makes the product purchase decision in the Point of Sale Knowing him/her is responsibility of Brand Development Knowing him/her is responsibility of Customer Management
Wal Mart Global asked Unilever Vitality Strategytheir main suppliers to totally linked with Wal-help them to bring Mart’s “Health and“Health and Wellness” Wellness” Strategyconcept to their stores Brand Retailer Shopper Shopper Shopper insights Marketing These days the shopper expects more out of the products she chooses and the environment in which she buys. Being healthy isn’t just about not being sick – it is a desired optimal state that she seeks for her family. It’s about feeling well and living well.
Unique ProductRetail Database Displays Retail- tainment / Targeting Brand Experience In-Store SignageSampling Events 360° Communication On-Pack PR Partnering with Retail Equities TV Radio Print Relationship Mktg
Product AdvertisingCity Attacks PR Events Sponsorship Corporate New media Social Retail Marketing Responsibility
Need Indulgence Emergency Habit Escape Kill Time Treat oneself Relaxa<on
Shopping Modes: Behavior at aisle They interacted with Some interacted withBrowsing single brand & did multiple brands (20%) not purchase: NON but still did not purchase: SERIOUS NON SERIOUS They just came & touched/picked and Tunnel purchased Shopping One brand and left: ONE TRACK MIND (6%) They came interacted with one brand I.e. Touched/picked, either sniff, etc. one brand & then purchased:PRE-DECIDEDContemplating (48%) They evaluated multiple brands (2 or more brands) but purchased finally 1 brand: OPPORTUNITY Evaluating (16%) They evaluated with multiple brands and alsoAvid Shopping purchased multiple brands: MULTIPLE OPPT. (9%)
Shopping Missions Defined Main shopping Top up For a special meal Large, planned done in between grocery shopping trip done main shopping trips for At home e.g. guests on regular basis : weekly, just a few items coming over monthly or payday Emergency shopping / Immediate Treat for myself consumption going to stores to find all Needed to buy items I did not expect to that is available as well as run out of or forgot to purchase / buy something for myself Products bought to eat / drink immediately Meal for today Special events Special offers Window shopping to buy On specialWent bargain hunting Impulse purchase ingredients for occasions e.g or sought out items because I went today’s meal birthday / festival on promotion browsing etc.
US Shopper Typologies % of All Shoppers % of X Company Category $ Across All Retailers Resigned Driven to Penny Pinching In Control & Coping Convenience Families & Savvy11.2% 10.6% 13.2% 14.5% 12.8% 15.5% 12.2% 10.0% Live to Proud Detached Struggling Shop Budgeters Spenders & Careful13.3% 13.1% 12.9% 11.2% 10.7% 9.2% 13.6% 15.9%
Big Shopper Themes for the Economic Downturn AFFORDABILITY , TRADING DOWN TRADING UP PLANNING VISIBILITY‘I only buy what I can afford to ‘I don’t want the cheapest ‘I try to stick to what I know I ‘Help me find what I’m looking buy’ option, I want a cheaper option’ need to buy’ for quickly’ CHOICE SIMPLICITY MEALS REASSURANCE ‘Just tell me what this product ‘Right that’s Monday done, now ‘I want to be confident this‘OK, which one of the 150 do I does and whether or not it’s what are we going to have on product won’t let me down’ buy then?’ good value’ Tuesday?’.
Why this is important…for a shopperWe are Space in store Grocery stores Our brains like Most shoppersbombarded with is being are incredibly things to be buy the firstchoice… squeezed… complex, easy… product they visually… interact with…
We still design most packs for consumers rather than shoppers Too many beauty contests, not enough focus on stand out on shelf In some cases this works, in some cases it doesn’t
Why this is important… Bottle & Cans = Soft Drinks Boxes = Cereals Red Bull = You know it’s a soft Kellogs Cornflakes = You know it’s a cereal & drink & you know it’s Red Bull you know it’s Kellogs CornflakesAs with brands, we use simple visual cues to identify a category
Why this is important… visual stimuli 1% sensory buffer store unprocessed 0.5 seconds 5% short term memory 7 +/- 2 bits. So between 5-9 15-30 seconds pieces of visual information Humans are inefficient at processing visual information
Why this is important… 35% 2% only 1% read the messages 1% 30% 13% 13% 1% only 2% read the skin 0.1% credentialsspecial offer that no-one read Shoppers filter out any unnecessary information on packs
Why this is important… We are bombarded with information in our lives, no more so, than in store
Why this is important… Why is BOGOF a shoppers favourite promotion. ‘Get one free’…you don’t need to do any maths : it’s obvious what the benefit is Remember, our brains like things to be easy!
Why this is important… % of Shoppers who read pack in their hand in store… Household Cleaners = 36% Hot Beverages = 35% Spreads = 18% Dressings = 32% Hair Care = 72%Many shoppers don’t read packs in store. Of those that do,they spend relatively little time doing it
Best in Class… Ella’s Kitchen : Range of foods/sauces/ smoothies aimed at getting kids to eat more healthily. Aim is to create products / packaging / names that really connect with Kids
Why this is important… Which is the easiest parking manoeuvre? Our brain likes things easy
Why this is important… In those first seconds at the shelf, reactions are reflexive / involuntary (what draws the eye) rather than psychological. The affordance of the pack (shouting “pick-me-up”) has a great impact on (a) the visibility of the pack and (b) the amount of other information that is seen (source : studies conducted by Consumer Sciences team in Port Sunlight).All other things being equal, ease of pick up is a key criteria ofselection
Why this is important… *Note need to be aware of supply chain & any in store/on shelf issues if we were to follow the 3cm Rule %’s refer to % of people who select that pack when it is present in the choice scenario (source : Consumer Sciences team)Shoppers are most likely to select the pack that is easiest to pickup
Best in Class…When placed next tothe same SKU, eachof these productshas approximately a3cm gap betweenthe 2 SKU’s halfwayup / at the top of theproduct
5 principles that we believe are crucial to designingThepacks for shoppers…1. Be The Eagle - Fit In, But Stand Out2. Pack ID - The Visual Trigger3. 5 Visual Elements Rule4. 2 Second Proposition Rule5. Shout Pick Me Up - 3cm Gap RuleThese elements are all interlinked. The overriding principle is to makethings as easy as possible for the shopper. So, designing simple, clearand consistent packs
Pack design, 5 basic principles (summary): Be The Eagle - Fit In, But Stand Out Pack ID - The Visual Trigger: A brands visual trigger needs to be CRYSTAL CLEAR on Pack, in ALL 360 communication and CONSISTENT over time. 5 Visual Elements Rule: Have a maximum of 5 visual elements on the front of pack2 Second Proposition Rule: the shopper should get in 2 seconds what the product is and what the product does. Shout Pick Me Up - 3cm Gap Rule: Design Packs that are easy to pick up, apply 3cm gapprinciple in design and make it (sub consciously) obvious where to grasp.