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Shopper marketing

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One of the newest ways of marketing is shopper marketing.You need to download the presentation and start slide show to see the animations which cannot be seen here on the site so the slides wouldn't seem scrambled.

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Shopper marketing

  1. 1. S.H Spring 2014
  2. 2. “If products are not purchased, nothing else matters. The best marketing and advertising campaigns in the planet fail if products stay on the shelf, and the one making the difference is the shopper. ”
  3. 3. The creation of Shopper Marketing challenged the assumption that the consumer and the shopper are actually the same person all the time. Marketing and sales usually focus on the consumer, where is the shopper taken into account ?
  4. 4. Shoppers are not customers! And vice versa. Customer marketing • Who is the consumer? • Where does he use my product? • When does he use my product? • How does he use my product and why? • How can I increase the use of my product? Shopper marketing • Who does the shopping? • Where does he do the shopping? • When and how? • Why does he buy this product or brand? • How can I make the shopper buy MY brand?
  5. 5. Definition Shopper Marketing uses shopper insights to engage the shopper at the point of purchase (‘moment of truth’).
  6. 6. Market Targeting Awareness Understanding Believability Find Desire Like Prefer Purchase Shopper Marketing
  7. 7. “shoppers are making an overwhelming number (76%) of their purchasing decisions in-store”
  8. 8. shopper marketing is about understanding the new shopper and using that knowledge to manage the marketing mix.
  9. 9. People inside the stores should:  remember the specific brand  find it  not be attracted to the competition (either by price or impulse)
  10. 10. Sell the product to the shopper, not the consumer Understand Shoppers’ behavior Understand Shopping Barriers
  11. 11. Consumers: • passively develops a relationship with a brand. • focus on overall messages and aspiration. Shoppers: • actively seeks out that brand. • look for convenient solutions that will provide more value and differentiation while they are in front of the shelf.
  12. 12. 6 theories of Shopper psychology 1. Shoppers have a limited ability to focus 2. Shoppers shop with their peripheral vision 3. Entry to the category is via Signpost Brands 4. De-selection before selection 5. Shopping mirrors usage habits 6. Discontinuity creates triggers in-store
  13. 13. 1. Shoppers have a limited ability to focus  Mind can assimilate 5 pieces of information • Shoppers cannot scan everything: they “chunk” information • Primary recognition by colour and shape • Shoppers use memory to give meaning to objects • Shoppers most easily recognize visual stimuli • Mind screens out what it thinks it doesn’t need • Too much information leads to “lock out” Use existing pathways - colour & shape Pictures are stronger than words Strive for clarity on the big messages – Make choices
  14. 14. 2. Shoppers Shop with their Peripheral Vision  average total field of vision of 90 degrees.  Strong vertical color blocks appear to move and therefore attract attention Central vision Peripheral vision  Women have much better peripheral vision than men  filters out what is irrelevant  Movement, discontinuity, lighting, color, shape, stimulate attract peripheral vision.
  15. 15. 2. Shoppers Shop with their Peripheral Vision
  16. 16. 3. Entry to the Category is via Signpost Brands  80% of shoppers take the same route around a store.  Big brands are used as navigational cues in the store.  If a shopper can’t find the signpost they may miss the category  Enhancing the signpost brand increases participation in the category.
  17. 17. 4. Deselection Before Selection
  18. 18. 5. Shopping Mirrors Usage Habits Room Memory Stimulation Associations Occasion Task Planned Shopping Mods Impulse Unplanned With combination of these associations (Room, Task, Occasion ) with the three shopping modes you can group products in a way that matches how the shopper thinks
  19. 19. 6. Discontinuity Creates Triggers to Purchase  The mind discounts what is normal and focuses on differences.  It is triggered by colour and shape cues.
  20. 20. Curved shelving
  21. 21. Shelf Trays
  22. 22. Lighting
  23. 23. Color
  24. 24. Shopping Barriers A barrier is an element of the product offering or the retail environment that prevents a shopper from buying a brand. De-selection Barriers Prevent Selection Barriers
  25. 25. Shopper marketing is about overcoming shopping barriers Prevent Selection 1. Unconvincing Benefit; Performance Uncertainty 2. Choice Confusion 3. Usage Uncertainty 4. Poor Value De-Selection 1. Perceived lack of need 2. Low brand line-up or awareness 3. Lack of “shelf pop” 4. Habit change
  26. 26. Percieved Lack of Need
  27. 27. Shopper marketing is about overcoming shopping barriers Prevent Selection 1. Unconvincing Benefit; Performance Uncertainty 2. Choice Confusion 3. Usage Uncertainty 4. Poor Value De-Selection 1. Perceived lack of need 2. Low brand line-up or awareness 3. Lack of “shelf pop” 4. Habit change
  28. 28. Shopper marketing is about overcoming shopping barriers Prevent Selection 1. Unconvincing Benefit; Performance Uncertainty 2. Choice Confusion 3. Usage Uncertainty 4. Poor Value De-Selection 1. Perceived lack of need 2. Low brand line-up or awareness 3. Lack of “shelf pop” 4. Habit change
  29. 29. THANK YOU FOR YOUR ATTENTION.

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