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WorkshopXploring & strategic/creative

recommendations

HenkelAdhesives &Glues

14 January,!!"


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John Quelch of Harvard Business School

We need to know more than

ever how customers areredefining value


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Why#

70% of brand

purchase decisionsare made at pointof purchase

Source: POPAI


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Event marketing, Fit & TGIFs, celebrity/professional endorsements, etc.

Points of Awareness by Source

TV ads

In-store

Print Ads

FSIs

PR

Word of mouth

Samples

Internet

Outdoor

Other

Source: AC Nielsen

$o%er o in'storein the (randcommunication mi)


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What is *hopper +arketing#

All marketing stimuli designed to engage the

shopper,(uild (rand e-uity and lead him/her to make apurchase%hile he/she is in .shopper mode.0

eloitte 2onsulting or the Grocery +anuacturer.s Association, *eptem(er!!3


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*ee the %orld through the eyeso theshopper


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What make *&*Xdierent

We believe shopper marketin is an

approach not a discipline

Our !ork is driven b" deep shopper

insihts

Our solutions overcome purchase

barriersacross the entire Shoppin

#"cle$

Our creative is centered around a

po!erful idea and delivered throuhreat desin

We treat eecutionas strateic


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he *hopping 2ycle


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5ur solutions are driven (y *hopper6nsights

On ever" pro&ect' !estrive to understand((((

Wh" shoppers shop)

What behaviour' !hichemotions)

*o! the" shop)

What are barriers)

What !ill make them comeback aain)


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*hoppers de'select


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*hopper insight

*o! people think' !hat the" feel and therefore

ho! the" (ehave!hen plannin' eecutin and

evaluatin shoppin


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Xploring is much more than gathering information. It means going into

unknown territory. Its about real people in the real world. It means

taking risks perhaps e!en taking a wrong turn. "ut thats often where

the difference lies.

Xploring ' theapproach

6 you %ant to understand ho% alion hunts,you go to the 7ungle,not to the 8oo

+ssentiall" ethnoraphic in nature

Allo!s us to naviate the ap bet!een claimed

and actual behaviour

," literall" eperiencin for ourselves !hatpeople see' feel' think and o !hen the" o

shoppin

We eplore emotions that drive the shopper' the

brand and the cateor"


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*hopper psychology

Shopper Psycholoy


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he *hopper9)perience


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5ur instruments


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2reate a :dreamstate;-

An approach !here !e put us'the shopper' in the centre

.ess time searchin / moretime shoppin

Where the ultimateeperience is bein picturednot status 1uo2

3ocus on deliverin ashoppin eperience !hich isbased on naviation'education and inspiration

Where "ou as brands can lookback on !hich true thins"ou definitel" !ant toeecute


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*hopper

ypologies


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ypologies o

Acknowledgement of # different profiles of $I%&shoppers from Xploring

'.(he apprentice)no!ice

*. (he unin!ol!ed)uninterested +can be ,ualified as a non&$I%&er-

. (he functionalist

#. (he e/pert)semi&professional)passionate

(he apprentice)no!ice will de!elop either into a functionalist or an e/pert

0ind that typologies are often based on e/treme attitudes whereas reality is less

caricatural

6


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Apprentice/=ovice

Caracteristics!

1ittle e/perience in $I%

Interested in doing it 2 need)wish to

de!elop e/pertise

0i/ture of pleasure and feeling of

uncertainty

3illingness to learn a lot about it 2

taking)gathering information where!er

he)she can

4ften asking for some help from more

e/perienced $I%&ers

Small construction and reparation 5obs

Not yet !ery clear which kind of 5obs

he)she likes or doesnt like to do

+electricity or sanitary or building 6.-

1 he


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$oesnt feel !ery secure when buying something he)she has ne!er bought before 2 lack of a

personal frame of reference 2 easily feels o!erwhelmed and lost

(endency to search for ad!ice +before going to the shop i.e. a friend ) family member who is

familiar with the sub5ect or asking for help from staff in store-

4pen to all kinds of information +folders leaflets-

7ery reliant on the information on the packaging

Sometimes decides to take the best known brand out of the need for reassurance

7isiting the $I%&department in a general supermarket as well as a $I%&store

Apprentice/=ovice

"opper #ttit$de!

1 he

I know what material I am dealing with but I dont


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$>5+$

I ha!e a task at home that I want to

complete. I know the result but dont

know how to get to there

I know what material I am dealing with but I don t

yet know the best products or process for

achie!ing it. I ha!e a !ague idea

255>6=A9

8a!e ne!er done this before so I

need some ad!ice. Ill ask a friend or I

5ust go down for the nearest $I% since

I need more information(

A>>6@9

3ow this store has a lot of departments

how do I know where to go9.

*9A>2H & 6*25@9>

3hat do I need

to do9 I need some tips so I either go to the desk and ask for ad!ice wander around the store looking for

help head for the right category look for

some clues and hope for the best

9@A?A9:

I really feel confused there are so many different

products and packs which communicate so much.

*9?92/$>2HA*6=G

(hey all appear to do the same thing but it is difficult to

compare.I decide to choose the brand I know best andhope for the best

A**9**6=GI am still not sure if I got the right

si;e)format for the 5ob I ha!e to do.8ow much do I need now)later9

A**9**6=G:I am still not sure how to use itproperly its trial and error. 3hat do I

do if I ha!e got it wrong9 Is it going towork9 Can I unfi/ it9

*HA>9

3ow I am proud I ha!e done a great

5ob. I am ready for the ne/t le!el.

A**9**

I want to fi/ this problem as soon

as possible but Im not sure what I

need

9*9?9265=:

It seems that there are more solutions

to fi/ my problem dont know where to

start


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=I dont see any

cues that help to

direct me to the

adhesi!es

department. =

=In front of theshelf its hard to

select so I

choose a brand I

recogni;e

because its all so

o!erwhelming>

=I feel confused

because they all

communicate

much the same

thing6. =

=3ow this is so

difficult to

compare6>

=8ow do I know

which product

will be the best

for my 5ob9>

=I decide to

choose the

brand I think

know best.>

he Apprentice/=oviceinstore


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1ack of e/pertise and interest in

$I%

$oesnt like any kind of $I%

acti!ity 2 e/perienced as a burden

no pleasure related to it

Calls himself =the man with * left

hands>

4nly does !ery small and really

necessary 5obs

4nly repairing ne!er construction

Interested in end result not in

process

heninvolved/ninterested

Caracteristics!


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?asily feels annoyed and irritated if it is hard to make a decision)choice 2 need for

immediacy @ reassurance

(endency to:

Ask a staff member for the best suited product

"uy what is well known

ely on promises of practical application +e.g. =Ni clou ni !is> of Batte/-

"uy a product on a display +not in the glue department- if attention is drawn to it

0ight sometimes lea!e the department without buying a product at all

Breference to go to the $I%&department in a general supermarket +more con!enient- instead

of a $I%&store

No or little inclination to stroll around in technical departments 2 might spend some time in

more =seducing)appealing> departments

ninvolved/ninterested

"opper attit$de

he

he ninvolved/ninterested


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$>5+$

I ha!e a task at home that I ha!e to

complete. I must fi/ something. I know

the result but ha!ent got a clue how to

do this.

9@A?A9:

I really feel irritated there are so many different

products and packs which communicate so

much.*9?92/$>2HA*6=G

I rely on the directions for use on the package so

I decide to choose the brand that communicates to

me in the most simple and therefore understandable

way.

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I look for a brand I recogni;e +or that

was recommended- if I dont see it I

ask for ad!ice +again- or lea!e the

category without buying.

A>>6@9(his it the store I always go to for my

groceries but I ha!ent got a clue where

the glues would be. It is annoying that I

will need to search for it.

he ninvolved/ninterested


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=All kinds of

groceries but

no adhesi!es

=I feel irritated

because of the

o!erload of

information on

pack.>

=If they make it

so difficult for

me I will make

it easier for

myself>

=Ill go for the

alternati!e

simple to

understand

probably good

enough at agood price6

easy choice>

he ninvolved/ninterestedinstore


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4ften a certain le!el of e/pertise

1ittle pleasure in!ol!ed in the acti!ity 2

acti!e out of necessity and money&

sa!ing 2 pleasure only related to the

result

In search of efficiency and speed in

e!ery respect

Construction as well as reparation 2 all

kind of $I%&5obs

Bunctionalist

Caracteristics!

C he


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?/periencing all shopping in $I% as a loss of time

Need for a clear structure and logic in the shop as well as on the shel!es enabling him)her

to make a ,uick decision about the products needed 2 interested in a =plan)map> of the

store

4nly attenti!e and interested in the products needed

Attenti!e to prices and promotions 2 often buying a =standard> product

In search of the best balance between price and ,uality 2 might make some

calculations

4nly in search of a sophisticated product if the standard product is not satisfactory for

doing the 5ob

$ecision in function of the +symbolic- !alue of the 5ob)product

8igh !alue: prepared to spend some money

"opping attit$de

BunctionalistC he

BunctionalistC h


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$>5+$

I ha!e a pro5ect at home that I want to

complete.

?6*

I know what material I am dealing with I make a

list of what I need.

A>>6@9

I know these stores cant find it if youstart searching therefore I use the map

of the store to lead the way to the right

departments.

*9A>2H & 6*25@9>

Spending too much time searching. Its a

waste of time.I search for anything

that can help me decide more ,uickly

9@A?A9:

If it is a suitable product I dont look further. I

only check the price and if it is reasonable if

not I go look for an alternati!e.

*9?924$>2HA*6=G

If the 5ob is something I ha!ent done before Id rather buy a brand that I!e heard of.

A**9**

I want to start this as soon as

possible to get it done.

9*9?9265=:

I start searching for the brands I always

use and therefore trust to see if these

are suitable for this 5ob as well.

BunctionalistC he


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I see a huge store

with too many

departments to go

and find the

adhesi!es

I ha!e to look at amap


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?/pertise in one or some fields of

acti!ities

Bleasure related to $I% 2 highly in!ol!ed

Bleasure in the acti!ity +searching and

finding the solution to a problem- as well

as in the result ?agerness to learn more about 5obs

materials techni,ues and to e/periment

with them

Bleasure in e/changing ideas with

professionals

Construction as well as reparation 2 often

one or some domains in which has

ac,uired a real e/pertise

1ots of different appliances)machines and

tools at home

Caracteristics

9)pert/$assionate4 he


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8as a good idea about the products he)she wants)needs before going to the store

Bleasure in strolling around and disco!ering all kinds of inno!ations +when ha!ing time

or when planning a new pro5ect- 2 sometimes a more practical and functional attitude

+during the realisation of a pro5ect and =repairing> shopping-

Autonomous purchase 2 able to make a personal choice in the department

Breference for $I%& stores compared to general supermarkets

Specific product features much more important than price

"ut price does play an important role

1ikes to discuss a specific topic2 with the e/pectation of sharing and sociali;ing

"opping attit$de




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A>>6@9

I already feel e/cited when I arri!e in the

store lets see what kind of new stuff

they ha!e around.

*9A>2H & 6*25@9>

I lo!e to stroll around to get some inspiration.

I am open to new products)inno!ations that I

might use for future 5obs.

9@A?A9:

I double check the specific product features and

decide what format I will need.*9?92/$>2HA*6=GI care about the specific features more then

price.

*HA>9

I lo!e to share e/periences about $I%. It

keeps me up to date and it is nice to le!el

with other $I%&ers for tips and sociali;ing.

9*9?9265=:

I start searching for the brands I always

use.



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I try to look for

new stuff that

could inspire

me in this 5ob or

could be useful

for future 5obs.

Some

e/citement if I

disco!er

something new

Some

disappointment

if it still looks all

the same in

store6

I wish I could

find a little more

inspiration

especially here

in the shop.

Ill check

another $I%

store66..

I stick to what I

always use

dont really

need any other

options.

he 9)pertinstore


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In short:

three keys decisi!e factors are influencing each shopper typology in $I%:

Denerally speaking:

A high distress or urgent purchase is more likely to appear amongst light

users)ine/perienced users +unplannedE only buy it when they need it-

most likely to take place among Apprentices)Fnin!ol!ed

!s. A planned purchase which is more likely to appear amongst more e/perienced

shoppers &G more hea!y users +in this conte/t -

most likely to take place among Hunctionalists)?/perts

*ummary o Dey 6nsights

planned or distresscomple%ity of obdept of kno'ledge

o dierent *hopper

ypologies

6ne)perienced shoppers versus


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I!"#P"RI"!$"%(heFnin!ol!ed(he Apprentice

4b5ecti!e is to844 this shopper by=increasing penetration @ !olume>

trade across

distress)urgent purchase +unplanned infre,uent-

low product knowledge and understanding

task dri!en +I ha!e a problem I need to sol!e it-

more about repairing @ fi/ing &

multi&purpose)uni!ersal products

more likely to shop J supermarket

NA7IDA(I4N @ ?$FCA(I4N K key

"#P"RI"!$"%(he Hunctionalist

(he ?/pert

4b5ecti!e is to??B this shopper by=increasing loyalty @ retention>

trade up

$I% enthusiasts

planned purchase +more fre,uent they do more $I%-

higher product knowledge and understanding

pro5ect dri!en

more about construction @ restoring &

broader repertoire of products +some specialist-

more likely to shop at $I%

INSBIA(I4N K key

6ne)perienced pp

9)perienced *hoppers


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Earriers to

$urchase

E i $ h i d


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Earriers to $urchaseF ne)periencedbased on (he Fnin!ol!ed Apprentices

Narrow aisles reduce

time @ ability to stand infront of shelf to make a

good selection

If they dont see it they

wont buy it

Hind the fi/ture cluttered

and confusing

Confronted by confusion

at shelf without finding a

solution

(end to stick to whatthey know

eliant on packaging

0ore likely to buy

smaller formats

4nly approaching

fi/ture when looking for

solution to a problem

1ack confidence

needs constant

reassurance

Earriers to $urchase 9)perienced


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based on the Hunctionalist ?/pert.

No inspiration

1ess recepti!e to B4S

Stick to what they know

1ack of inspiration and

dialogue

Earriers to $urchaseF 9)perienced


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"#P"RI"!$"%

S&OPP"R STARTS

&"R"

$'"AR !""% TO A%VIS" A!%

&"'P T&" S&OPP"R TO

(A)" T&" RI*&T %"$ISIO!

I(")I*#TI+(

(#IG#TI+(

E-C#TI+(

+" A PART!"R I! T&"

PRO,"$T A!% (A)" IT

(OR" "!,OA+'"

I!"#P"RI"!$"%S&OPP"R STARTS

&"R"

*ummary ' Earriers to $urchase

*ummary


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Instore is where the trouble starts for the shopper as well as the

consumer

"ottle neck for barriers to purchase seems to be at the shelf for the

ine/perienced as well as e/perienced

3e need to:

Impro!e shopability

to hook @ trade across

IN?XB?I?NC?$

pro!ide information ) inspiration

to trade up

?XB?I?NC?$

*ummary 'Earriers to $urchase


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*hopper ecision ree


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*hopper ecision ree'6ne)perienced


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*hopper ecision ree'9)perienced


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*hopper Journey ' (ytypology


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STOP . !AVI*ATIO!

&O'% . "%/$ATIO!

$'OS" .

"%/$ATIO!

I!SPIRATIO!

!AVI*ATIO!

"%/$ATIO!

&O'% . "%/$ATIO!

secondary placements

+edia touch points '6ne)perienced ' :Hook; strategy


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STOP . I!SPIRATIO!

&O'% . !AVI*ATIO!0

"%/$ATIO!

$'OS" .

"%/$ATIO!

I!SPIRATIO!

!AVI*ATIO!

"%/$ATIO!

&O'% . "%/$ATIO!

+edia touch points '9)perienced ' :Deep; strategy


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*hel 5rganisation

$rinciples

*trategic >einventionor the


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* a eg c e e oategory '

rinciples

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