Shopper missions: The heart of any successful shopper strategy
The heart of any
successful shopper Evolution Insights lead analyst James Johnson
explains why shopper missions sit at the heart of
strategy any successful shopper strategy.
With the rise of shopper the shoppers’ motivations
“Fundamental to truly marketing, manufacturers for visiting the actual store
successful shopper and retailers are and with their associated
marketing in-store is the increasingly targeting behaviours.
recognition and consumers as shopper’s in-
store, tailoring their Fundamental to truly
marketing accordingly with successful shopper
shoppers shop the store by a marked increase in below marketing in-store is the
mission, not by category”. the line activity in recent recognition and
times. understanding that
shoppers shop the store by
“Shopper missions And in the current mission, not by category.
essentially capture the environment of heightened Shoppers visit the store
purpose of the shoppers’ competition and wavering with a specific purpose
shopping trip.” customer loyalty, (mission) in mind, be it to
manufacturers are purchase a specific item,
particularly focusing on meal for tonight, to top-up
tailored price promotions, fresh food for the week or
packaging and incentives to stock-up their cupboards
for their brands that seek to with food and groceries.
capture the shopper’s
attention at the point of Increasingly we see
purchase. shoppers tending towards
such a diversity of trips,
At Evolution we find that each driven by more
FMCGs are actually by and specific needs. Shopper
large on top of their game missions essentially capture
in this respect when it these needs through the
comes to their own brands purpose of the shoppers’
and categories. However shopping trip.
they are often less au fait
with how their category
interacts with others in the
context of the shopper’s
overall shopping trip, with
And it is through are able to identify which
understanding the categories and store
shopper missions, shopper’s mission - why formats drive different
manufacturers the shopper is in the store shopper motivations and
are able to identify which – that FMCGs and indeed behaviours, and focus on
categories and store retailers can gain a better how their categories fit in
formats drive different understanding of the key and interact with others.
categories shoppers are
shopper motivations and
likely to shop, their So with shopper mission
behaviours, and focus on susceptibility to price and know-how, both FMCGs
how their categories fit in promotional activity, and retailers can identify
and interact with others.” openness to impulse shopper motivations and
purchases, and their likely behaviours, and ultimately
route around the store. influence the shopper
At Evolution we believe
journey and experience
that shopper mission These insights can in turn more directly.
insight is key to any help fine tune their
successful shopper product and merchandising At Evolution we believe
strategy. by category adjacency, that shopper mission
different store formats, insight is key to any
location of display in store successful shopper
and promotional partners. strategy. We classify
shopper missions broadly
By understanding shopper into four main categories.
On the go Top-up Main trolley Stock-up
For Often reactive Main household Planned,
consumption based on shops, planned infrequent and
immediately, for particular covering most often high
example lunch need(s) categories. volume.
while out or between the Often at Typically once a
takeaways main shop weekend month