The document discusses the significance of optimizing the in-store experience for enhancing consumer engagement and brand value. It emphasizes that understanding shopper behavior and their decision-making processes is crucial for brands to effectively increase purchase frequency and loyalty. Brands must leverage shopper insights and align their strategic objectives to differentiate themselves in a competitive retail environment.

1. Creating value in-storewhy and howPpt by Asha Krishnan IInd year MBAPondicherry University

2. # Retail shelf will be the forward position inthe battle for consumer spending. # Many brand owners have mistakenly treated the in-store experience as yet another operational function. And…Whyit matters?

3. # When consumers feel pain in the pocketbook, they react differently inside the store.Unfortunately, it is this in-store decision moment that is chronically misunderstood and under-resourced.# 70 percent or more of purchase decisions are made in-store

4. Procter and Gamble, consistently utilizes shopper insights to create store solutions that successfully grow the objectives of their brands

5. Understand differences between consumers and shoppersThen What’s the goal?Leveraging on shopper insights1Optimization of Brand Value

6. same people, operating in 2 different environments

7. subject to different environmental influences

8. Possessing different needs.Shoppersshoppersshopping behaviour, habits, and practices segment themlocation, demographics, habits and practices their life often segment themvs.consumersCONSUMERS

9. 3 must-knows for the brand Leg 1dynamics of the shopping environment what motivates and influences the shopper Leg 2iii. Incorporating strategic objectives of the brand

10. LEG 1Understanding dynamics of the shopping environment

11. #Merchandising logic in the form of category principles (e.g. vertical versus horizontal shelf arrangements by brand, scent, size, etc)#Planned adjacencies and store layout both within and across the categories#Category and brand sign-posting and way finding

12. Contd..# Total store planning and flow# Packaging# Multi-level communication# Emotive and interactive communication- imagery, technology, or out-of-box displays

13. Understanding what motivates and influences the shopper

14. #What drives the shopper to go to a store, and on what kinds of trips to the store is the brand likely to be purchased?#Is the category usually a destination, planned, unplanned, or impulse purchase and what drives that role?

15. #What are the current purchase drivers and barriers in-store?#What information do shoppers seek in the store, specifically?

16. #How do shoppers select and de-select options and what are the decision hierarchies?#How do shoppers want to interact with products? What interaction do they need?

17. #How do shoppers orient themselves in the category? In the store?

18. 2nd Leg to unlocking in store valueIncorporating strategic objectives of the brandbesides understanding shoppers, brands must also be clear about what they want to achieve with shoppers

19. Promoting trialFacilitating greater purchase frequencyEncouraging trade upAdding or increasing margin variantsMotivating multi-product routinesStrategies for the brand

20. Summary Brands must get to know shoppers, not just consumers.The store environment is a brand opportunity, not just a point of tactical operations.As the competition for share and loyalty continues to get more intense, brands that manage the shopper aspect of their brand differentiate and create meaningful value as a brand and retailer partner.

21. ReferencesArticleUnderstanding and Profiting from the Differences BetweenShoppers and Consumers - Kelly Crouch and Emily Grantwww.iStockphoto.com

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