thoughts on shopper marketing @ nitie
DESCRIPTION
A brief look at how shopper marketing is becoming an increasingly critical part of the manufacturers spends! The battle for share in the world of retail is won at the point of purchase...TRANSCRIPT
Shopper Marketing The Gospel According to Stephen Remedios
The Consumer: Is the ultimate user of our
product Knowing him/her is responsibility
of Brand Development
Consumer ≠ Shopper
The Shopper: Is the one who makes the
purchase decision in the Point of Sale
Knowing him/her is responsibility of Customer Management
Why?
What?
CUSTOME S
HO
PP
E
R
CUSTOME R M
A KE
TING
Wal Mart Global asked their main suppliers to help them to bring “Health and Wellness” concept to their stores
Unilever Vitality Strategy totally linked with Wal-
Mart’s “Health and Wellness” Strategy
Shopper insights
These days the shopper expects more out of the products she chooses and the environment in which she buys. Being healthy isn’t just about not being sick – it is a desired optimal state that she seeks for her family. It’s about feeling well and living well.
Shopper Marketing
Retailer
Brand
Shopper
Unique ProductDisplaysRetail Database
Targeting
SamplingEvents
PR
Radio Print
Partnering withRetail Equities
On-Pack
In-StoreSignage
Retail- tainment/Brand Experience
TV Relationship Mktg
360°Communication
Retail Marketing
City Attacks
Advertising
PR
Events
Product
Sponsorship
New media Corporate Social Responsibility
Why?
Need
Indulgence
Emergency
Habit
Escape
Kill Time
Treat oneself
Relaxa<on
Shopping Modes: Behavior at aisle Browsing
(20%)
Tunnel Shopping
(6%)
Contemplating (48%)
Evaluating (16%)
Avid Shopping (9%)
They interacted with single brand & did not purchase: NON
SERIOUS
They just came & touched/picked and purchased
One brand and left: ONE TRACK MIND
They came interacted with one brand I.e. Touched/picked, either sniff, etc. one brand &
then purchased:PRE-DECIDED
They evaluated multiple brands (2 or more brands) but purchased finally 1 brand:
OPPORTUNITY
They evaluated with multiple brands and also
purchased multiple brands: MULTIPLE OPPT.
Some interacted with multiple brands
but still did not purchase: NON SERIOUS
Main shopping
Large, planned grocery shopping trip done on regular basis : weekly,
monthly or payday
Top up
done in between main shopping trips for
just a few items
Meal for today
to buy ingredients for today’s meal
Treat for myself
going to stores to find all that is available as well as buy something for myself
For a special meal
At home e.g. guests coming over
Special events
On special occasions e.g
birthday / festival etc.
Emergency shopping / Immediate consumption
Needed to buy items I did not expect to
run out of or forgot to purchase / Products bought to eat / drink
immediately
Special offers
Went bargain hunting or sought out items
on promotion
Window shopping
Impulse purchase because I went
browsing
Shopping Missions Defined
US Shopper Typologies
Proud Budgeters
Struggling & Careful
Resigned & Coping
Driven to Convenience
Penny Pinching Families
In Control & Savvy
Live to Shop
Detached Spenders
11.2% 10.6%
% of All Shoppers % of X Company Category $ Across All Retailers
13.2% 14.5% 12.8% 15.5% 12.2% 10.0%
13.3% 13.1% 12.9% 11.2% 10.7% 9.2% 13.6% 15.9%
Big Shopper Themes for the Economic Downturn
‘I only buy what I can afford to buy’
AFFORDABILITY
‘I don’t want the cheapest option, I want a cheaper option’
TRADING UP, TRADING DOWN
‘I try to stick to what I know I need to buy’
PLANNING
‘Help me find what I’m looking for quickly’
VISIBILITY
‘OK, which one of the 150 do I buy then?’
CHOICE
‘Just tell me what this product does and whether or not it’s
good value’
SIMPLICITY
‘Right that’s Monday done, now what are we going to have on
Tuesday?’.
MEALS
‘I want to be confident this product won’t let me down’
REASSURANCE
Pack 5
Why this is important…for a shopper
We are bombarded with choice…
Space in store is being squeezed…
Grocery stores are incredibly complex, visually…
Our brains like things to be easy…
Most shoppers buy the first product they interact with…
We still design most packs for consumers rather than shoppers
In some cases this works, in some cases it doesn’t
Too many beauty contests, not enough focus on stand out on shelf
1. Be The Eagle…
Why this is important…
As with brands, we use simple visual cues to identify a category
Bottle & Cans = Soft Drinks Boxes = Cereals
Red Bull = You know it’s a soft drink & you know it’s Red Bull
Kellogs Cornflakes = You know it’s a cereal & you know it’s Kellogs Cornflakes
Best in Class…
2. Pack ID – The Visual Trigger…
Why this is important…
We use very simple visual cues to recognise brands in store
Best in Class…
V
Gillette Fusion Kimberley Clark
3. Visual Elements Rule…
short term memory 15-30 seconds
1%
5% 7 +/- 2 bits. So between 5-9 pieces of visual information
visual stimuli
sensory buffer store 0.5 seconds
unprocessed
Why this is important…
Humans are inefficient at processing visual information
special offer that no-one read
only 1% read the messages
35%
2%
30% 13%
13% 0.1%
1%
1%
only 2% read the skin credentials
Why this is important…
Shoppers filter out any unnecessary information on packs
Best in Class…
4. Second Proposition Rule…
Why this is important…
We are bombarded with information in our lives, no more so, than in store
Why this is important…
Remember, our brains like things to be easy!
Why is BOGOF a shoppers favourite promotion. ‘Get one free’…you don’t need to do any maths : it’s obvious what the benefit is
Why this is important…
Many shoppers don’t read packs in store. Of those that do, they spend relatively little time doing it
% of Shoppers who read pack in their hand in store…
Spreads = 18%
Dressings = 32%
Household Cleaners = 36%
Hot Beverages = 35%
Hair Care = 72%
Best in Class… Ella’s Kitchen : Range of foods/sauces/smoothies aimed at getting kids to eat more healthily. Aim is to create products / packaging / names that really connect with Kids
5. Shout ‘Pick Me Up’ – 3cm Gap Rule…
Why this is important…
Our brain likes things easy
Which is the easiest parking manoeuvre?
Why this is important…
In those first seconds at the shelf, reactions are reflexive / involuntary (what draws the eye) rather than psychological. The affordance of the pack (shouting “pick-me-up”) has a great impact on (a) the visibility of the pack and (b) the amount of other information that is seen (source : studies conducted by Consumer Sciences team in Port Sunlight).
All other things being equal, ease of pick up is a key criteria of selection
Shoppers are most likely to select the pack that is easiest to pick up
Why this is important…
%’s refer to % of people who select that pack when it is present in the choice scenario (source : Consumer Sciences team)
*Note need to be aware of supply chain & any in store/on shelf issues if we were to follow the 3cm Rule
Best in Class…
When placed next to the same SKU, each of these products has approximately a 3cm gap between the 2 SKU’s halfway up / at the top of the product
The 5 principles that we believe are crucial to designing packs for shoppers…
1. Be The Eagle - Fit In, But Stand Out
2. Pack ID - The Visual Trigger
3. 5 Visual Elements Rule
4. 2 Second Proposition Rule
5. Shout Pick Me Up - 3cm Gap Rule
These elements are all interlinked. The overriding principle is to make things as easy as possible for the shopper. So, designing simple, clear and consistent packs
Thank You!
Stephenremedios.com
Pack design, 5 basic principles (summary): Be The Eagle - Fit In, But Stand Out
Pack ID - The Visual Trigger: A brands visual trigger needs to be CRYSTAL CLEAR on Pack, in ALL 360 communication and CONSISTENT
over time. 5 Visual Elements Rule: Have a maximum of 5
visual elements on the front of pack 2 Second Proposition Rule: the shopper should 'get' in 2 seconds what the product is and what
the product does. Shout 'Pick Me Up' - 3cm Gap Rule: Design
Packs that are easy to pick up, apply 3cm gap principle in design and make it (sub consciously)
obvious where to grasp.