10 SHOPPER INSIGHTS
1 3
Shoppers have difficulty making decisions Shoppers want to feel smart when making decisions Shoppers limited ability to process too much information Shoppers use memory to give meaning to objects
2 4
5 7 9
6
8 10
Donts
Assume shopper know how to choose products Overwhelm shoppers with POP materials!
Education in store through relevant POS materials Train promoters on how to facilitate shoppers selection process
Shoppers want to make a wise and smart decision. They also want to be seen by peers as making the right choice.
I Want Value
I Want to Be Smart!!!
Do you think the shopper will feel smart with this promotion?
Focus on how to make shoppers feel that theyve made a smart decision rather than on the deal per se Emphasize Smart Choice in promotional activities.
The mind can only process 5-7 pieces of information Thousands of stimuli exist in a store: Too much information leads to lock out
The mind can only process 5-7 pieces of information Thousands of stimuli exist in a store: Too much information leads to lock out
Dos Donts
Overwhelm shoppers with clutter in store and on the shelf
Stimuli need to be clear and unambiguous Create relevant in-store communications that help shoppers make the right choice
Donts
Use non-standard font, colour or shape Use visuals that inconsistent with those used in other channels: e.g. TV ad, print
Use visual stimuli that are consistent with what shoppers know for better memory retrieval Use existing pathways colour, shape, font Merchandising tools need to have meaning
Donts
Dont break the dialogue at POS by sending a different and/ or irrelevant message.
Use 360-degree communication Align above- and below-the-line activity In-store communication also needs to be aligned with shoppers needs and mission
Donts
Design without any discontinuous, stimulating element
Enhance shelf design & merchandising tools by using: Different shelf layouts Different lighting intensities Different flooring Curved designs Different colour patterns
Whats this ?
Dos
Use pictures/visuals Simple words such as SAVE, SALE, FREE
Donts
Use wordy text in POS materials (shoppers wont read them!)
Cat food
Cat litter
Pet health
Dog walking
Dog food
Donts
Organize products on the shelf in a way that is not aligned with shoppers selection logic. Organize the store in a way that shoppers need to spend more time to find the brand they want.
Make it easy for the shopper to sort out what is and is not relevant Organize products based on how shoppers make decisions Think about needs-based shelf layout
Shoppers have a tunnel vision when viewing fixtures at eye level. Also, if they cannot find what they want half-way down the aisle, they usually turn round and leave the fixture.
Corridor side
Module 1 Shelf 1 2 3 4 5 6 7 8 2 3 4 5 6 7 8
Eye level
% of interaction
6% - 10% 4% - 5% 3% or below
Place relatively weak brands at eye level, so they stand a better chance to be noticed Place your brands close to the main entrance of the fixture
10
26%
12%
Purchased instant noodle or not? Yes 62% Not planned but purchased instant noodle
Details of preplan
33%
10
61
It is on promotion now
29
Impulse purchase rate analysis
Recommended by promoter
6
Why? In-store triggers
10
Reminding shoppers to buy their morning fresh juice with their newspaper.
10
Simple meal solution approach. Increasing value of purchase with pasta and cook sauces.
10
Grouping categories in line with shoppers logical selection process triggers their memory and leads to more sales whether planned, unplanned or impulse.
Dos
Donts
Use secondary displays with illogical category adjacency Arrange the fixture based on what makes sense to the Category Manager!
Organize the fixture around shoppers needs and mission to make the most of their limited time at POS Create in-store solution centers
Summing up
Consumers and shoppers are two sides of the same coin, hence consistency is needed in our communications. The store environment has enormous impact on shoppers and their behaviour. In order to influence shoppers to our advantage, understanding what makes them tick is fundamental. Therefore, shopper insights are key to win in the last mile.