Shopper Insights


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An approach to understand how shoppers travel through stores, and what are the dos and donts at point of sale

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Shopper Insights

  1. 1. AMATI & Associates 1 Understanding Shopper Behavior
  2. 2. AMATI & Associates Shopping Behavior Shopper and consumer are not one and the same and need to be treated as such 2 •  Habits •  Peer pressure •  Adoption Curves •  Trading - up •  … •  Smart Choices •  Time constraints •  Physical constraints •  Logistics •  Shopper want to be in control, and need to feel as a Smart Shopper Consumer Shopper
  3. 3. AMATI & Associates Shopper Value Chain There are 6 key elements to improve shopping experience and increase purchase at point of sales: 1) Habits 2) Focus 3)Selection 4) Vision 5) Triggers 6) Adjacency 3 2. FOCUS 1. HABITS 3. SELECTION 4. VISION 5.TRIGGERS 6.ADJACENCY
  4. 4. AMATI & Associates 1. HABITS There are three types of purchase habits: 1) planned 2) unplanned 3) impulse. 4 PLANNED • Physical or mental list • Reason to go to / enter into the store • Shopper require these items to be easy to find in store • Planned items drive unplanned items and impulse purchases UNPLANNED • Derived by association: • Space: Toothpaste + Hand soap in Bathroom • Activity: Dish washer liquid +sponge • Occasion: chips + soft drinks for match on TV IMPULSE • Merely based on the availability and the moment, driven and triggered by emotions and feelings
  5. 5. AMATI & Associates 2. FOCUS Our brains can on average process limited information at time: by overwhelming the shopper with information, we risk to block them and frustrate them 5     IN  STORE   STIMULI   Clarity Explicitness Relevance Colors and Visuals No Clutter Relevance
  6. 6. AMATI & Associates 3. SELECTION In-store selection process, actually begins with a de-selection of all that the shopper does not find relevant, then he/she will focus on choosing the right product/ brand 6 Colors and Visuals No ClutterRelevance
  7. 7. AMATI & Associates 4. VISION Shoppers use peripheral vision to filter out: that means that while they shop there are blind spots in their route 7 •  There are in store blind spots •  Vertical Blocks of colors attract attention, but if they are too small they will not attract attention and if they are too large they will be filtered out (e.g. wallpaper effect)
  8. 8. AMATI & Associates 5. TRIGGERS In-store triggers help getting shopper’s brains attention, and avoid part of the isle is considered clutter 8 •  Discontinuous Shelves (e.g. curved, different profiles, varied lighting intensities) •  Shelf Trays and Dividers •  Discontinuous Flooring •  Scents •  Music
  9. 9. AMATI & Associates 6. ADJACENCY Logical adjacency fit with the shopper desired experience and help drives volume 9 LOGICAL  ADJACENCY   ILLOGICAL  ADJACENCY   •  Shopper feels smart •  Provides an “aha ha” effect •  Translate Planned purchases in unplanned purchases (or even impulse) •  Store layout should be built around shopper insights not suppliers portfolios •  Frustrating for the shopper •  Does not promote cross selling •  Makes shopping trip more complicated and shopper less in control
  10. 10. AMATI & Associates AMATI & Associates Registered address: ul. Pułku Baszta 4A lok. 26, 02-649 Warszawa, polska nip: pl 5213627346 url: 10