This document discusses the differences between consumers and shoppers. It notes that consumers carry expectations into stores, while shoppers make purchase decisions based on behavior and being predictably irrational. The goal of consumer communication is to answer why someone would choose a brand like Nike, while shopper communication aims to explain why someone should buy Nike. It also examines different ways of looking at consumer and shopper mindsets.

1. CONSUMER
SHOPPER

2. CONSUMER
Self perception Attitude
Carried with us into the store in the form of expectation
Consumer communication answers the question, why Nike?

3. SHOPPER
Behaviour Consumer +
Different but still predictably irrational
Shopper communication answers the question,
why buy Nike?

4. find it want it
check it love it
buy it treasure it
maintain it care for it
sell it hate it

5. CONSUMER
find it want it
check it love it
buy it treasure it
maintain it care for it
sell it hate it

6. find it want it
check it love it
buy it treasure it
maintain it care for it
sell it hate it
SHOPPER

7. CONSUMER AND SHOPPER

8. 6 WAYS OF LOOING
AT CONSUMER &
SHOPPER MINDSETS
THAT MAY GET YOU
THINKING

9. CONSUMER
How are the supplier
brands in your store
promoting your brand?

10. CONSUMER. NOT JUST THE FIRST
STEP
A recent article in HBR
on influencing
purchase decisions
talks about the varying
degrees of influence
different moments
have on a purchase
decision.
In particular, the surprising insight that people
often research a product online after
they’ve bought it.

11. WINE.
CONSUMER MESSAGE
IN SHOPPER TERRITORY
Discovery drives consumer attitudes and consideration.
Anxiety drives choice in store

12. POWERFUL
SHOPPER INSIGHT
Instant Kiwi.
The dream can die in the line

13. HUMAN BEHAVIOUR
Budget shopper spends Remove the need to estimate
less than they intend.
Non-budget shoppers
spend more than tolerable.
Both unsatisfied.

14. SHOPPER. UNDERSTAND WHAT
DECISIONS ARE MADE WHERE
Supermarket shopping
+ Emotions victory
choice/possibility satisfaction desire freedom
going out enjoy chat
what’s new/good self esteem lifted
enter shop, new product bag
travel to shop exist shop
find list checkout pay
irritation/it’s expensive
confusion anxiety/overspent
duty/losing time surprise at cost
loss of control boredom
boredom/cost anxiety
- Emotions

15. CONSUMER AND SHOPPER