Men are living alone longer, shopping more — and for a wider variety of items. Smart marketers are realizing this and know that they will not become the biggest and the best unless they win with men.
Ranked highly amongst the most salient brand comms channels, the shopper marketing experience engages retail customers and consumers on a 24/7 ‘on air’ journey. We apply a rich mix of media to attract consumers to store (3 miles +), engage in store, through tactical POS (30 feet) and convert to purchase with compelling packaging design (3 feet).
As traditional brand loyalty swings increasingly over to the retailer and the role of the manufacturer brand in the category mix is beginning to change, brand owners are only just beginning to realise what retailers have known for years. Supermarket shoppers don’t buy brands so much anymore. They buy solutions.
Reviews find that the chance of an acquisition increasing shareholder value is no better than a flip of the coin. A solid brand architecture plan can greatly improve these odds. The better defined the brand architecture strategy, the more likely a company will be to keep brand top of mind during the deal, value an acquisition appropriately.
Modern consumers are shopping experts who spend mere seconds making purchase decisions. Especially in supermarkets, packaging must work hard to tempt shoppers into trying new products .
Successful brands don´t wait for the customer to come to them. They reach out and touch their lives, engage them where it matters most and create memorable experiences; always remaining of value and adding utility.
As a former Walmart buyer across multiple departments I have seen the shoppers need for clear communication that helps them make an educated purchase decision. Concise messaging that actually provides value to the shopper is key to moving from purchase consideration to actual purchase.
There has never been a time in business history when an understanding of psychology and delivering on an understanding of people’s desires, attitudes, and behavior has been more important to marketing success. It is not about being soothsayers, but about mixing the art and emotion of human nature with the science that drives results.
At FITCH we approach shopper marketing as a vital component in the wider shopping journey from initial engagement between a customer and a brand, product or service through to purchase and beyond. The role of shopper marketing is one that needs to continue to evolve against a backdrop of exciting and meaningful changes in customer behavior.
Through technology, the amount of shopper and sales data available has increased exponentially, yet manufacturers and retailers still struggle to truly connect with their shoppers in-store. Regardless of the data source, for shopper insights to be meaningful, we must turn data into knowledge, and knowledge into action on the shop floor.”
The point of purchase is the most valuable partner to brands. In the same way that brands are nurtured and loved, so too should the point of purchase. At the final juncture, where brands and shoppers meet, great execution truly matters.
It’s no surprise that shopper marketing is a complex game with often competing stakeholders, but too many in-store initiatives fail because they’re simply not remarkable – they don’t move the needle because they aren’t demonstrably better for shoppers.
Shopper marketing is now a highly-participatory experience that's driven by the consumer. Brands must blend creativity & technology to influence pre-trip planning, win the shopping list, and to deliver personalized shopping experiences that drive purchase as consumers make product selections across multiple platforms and locations."
Consumers are pretty clued up about what they want and where they are going to get it. The shopper experience is one that needs to add surprise, delight and value to where they buy on or off line, but importantly should also embrace the consumer to help continue to build the brand story when they leave the store.
Shoppers today have endless availability of choice. Not just in what they buy but also where they buy it, this has moved the power balance to rest with the shopper. Creating emotionally engaging experiences which deliver utility and value, through the point of purchase is the future engine of brand growth.
It is a new landscape and a dynamic marketplace with opportunity abound. Brands and retailers who modify their promotional strategies and align their budgets to include emerging technologies and mediums will stay ahead of the game. Those organizations that stand by and idly look on will be left to play catch-up in later years.
Walmart's efforts to "rollback" Project Impact aren't registering with shoppers. Attempts to decrease shoppers' reasons to go elsewhere (by bringing back SKUs) and stronger, more consistent value messaging are not producing the desired outcomes.
There is no dark magic to shopper insights. But many brands today spend millions at the point of purchase without first understanding the needs, motivations and behavior of their shoppers. Technology will revolutionize the way brands and retailers communicate with shoppers, which will only increase the need for a proper understanding of shoppers.
Experiential Marketing can be a powerful tool both in and around the retail shopping experience. With clutter at an all-time high, people now distracted at every moment-by phone calls/texting, on Facebook, etc.- the experience must be engaging/relevant to the audience. If you don’t enhance their experience, add value, they will not take notice.
The retro movement is driven, in part, by consumer-goods companies feeling pressure from retailers' private-label products, which are generally less expensive. Brands are saying, ‘wait a minute, we invented that category,’ so they are now reminding consumers which brand came first.
Share of Wallet is aimed at increasing the size of a shopper’s basket on a both in a single trip and over time. In order to do this, clients ask: What formats need to be developed to capture more shopping occasions? How can online and offline be balanced? And what insights are required to be successful?
The customer is a consumer as well – yours. Unfortunately, it’s easy to focus on standard “get the display” or “sell it in to sales” tactics without remembering that there’s a human being on the other end of that pitch that’s as interested in ideas as the next guy.
The shopper buys things. Purchase is all important in a world where we have less disposable income and more choice than ever before. Our job is to ensure that our clients’ brands are the ones that are purchased.
We envision our role as designers to be creators of meaning and value; we aim to improve the world with our work. As such, we envision the future of shopper marketing to be one which enriches customer lives, and fosters meaningful interactions and relationships."
Social purpose as a business value is here to stay, and in 2011 we can expect even more companies to acknowledge its importance. Brands will work to identify the ways they can help society. Success in the marketplace will require that companies be sustainable, committed, and authentic.
S2B’s expertise lies in the strategic planning, buying, and measurement of shopper media. Under Kinetic’s umbrella, we leverage proprietary planning tools to gain strategic insights on how to reach targeted consumers in the ‘shopper mindset’ at all points throughout their shopping journey.
New shopping strategies have emerged from economic uncertainty and are now here to stay - but its not simply behavioral change - shoppers now take pride in and enjoy being the 'smart shopper' like never before.
Shopper marketing has never been more complex. Factoring for both bricks and clicks in an era where consumers are in control leave marketers with more questions than answers. At Rockfish we marry digital diagnostic tools with traditional shopper marketing methods to deliver customer journeys that matter.
Downloading is the New Clipping. Expect even more people to embrace digital couponing as a way of life as stores expand programs to allow consumers to more easily download and take advantage of offers on smart phones.
Data in a vacuum is like a duck riding a bicycle. Fascinating to look at, but creating more questions than answers. Getting to simple human truth means pulling on all available threads of information in order to tell a story that provides contextualized thinking around the what, where, why, how and who of consumer action.
In a world where virtually every product category is suffering from brand proliferation and time-pressured shoppers are being enticed by ever more sophisticated retail offerings, effective design has to do more. It must work for the benefit of the shopper as well as the retailer and brand owner. It has to sell actively.
FITCH is constantly exploring the dynamics of shopper wants and needs. We seek to understand how theses needs, as well as the shopper mind states of dreaming, exploring and locating, influence consumer experiences.
It’s exciting to be in the midst of such fundamental change within retail. We’ve got new retail formats, platforms and tools. The opportunities are endless. What we want to drive are human interactions and brand relationships, retail marketing based on shopper insights and emotive communication. Move their hearts and you’ll move their minds.
Sure, you’ve got to ensure your product is inherently different in a way people care about before you go to market. But these days it’s only the starting point. No matter how different or interesting or beneficial your product may be in terms of its functionality, this is no longer good enough to get it on the leader board.
The path to purchase has evolved dramatically. Shoppers are actively seeking information that will affect their purchase decision, but are looking on their own terms and their own timeline. Understanding the levers and knowing which to pull and when is critical and changes significantly between differing shopper segmentations and retail partner.
Never forget that Shopper Marketing is ultimately a creative discipline, not cold consultancy. No data or insight can be leveraged without a brilliant idea, delivered by people who really know their media space.
A insight-driven, dynamic, groundbreaking and compelling shopper program is meaningless without the acceptance and support of the buyer and sales team .
Shopper marketing used to begin the moment a consumer stepped into a local store, but today's digital shopper requires Everywhere Shopper Marketing – connecting stores with consumers wherever they may be, whether that be through mobile, social commerce or other emerging technologies.
It’s like cooking a recipe. But it’s not enough just to pick the ingredients or know the proportions of each. It takes judgment, using equal parts art and science. Two different people, making the exact same recipe, can end up with wildly different results—soufflé or scrambled eggs.
In order for a brand’s category leadership to keep hold, the brand must connect with the shopper. Marrying key attributes from both the brand’s target consumer and the customer’s shopper is the foundation for actionable and relevant communication which will give the consumer a reason to pause, consider and ultimately select.
Sci-fi writer William Gibson said, 'The future is already here, it's just not very evenly distributed.' At FITCH our retail insights are based on direct observation and systematic analysis through our global network. By monitoring the latest retail innovations and tracking consumer behavior, we identify trends that are both robust and actionable.
Experiential marketing has earned its place as a vital thread of the marketing mix with the power to change consumer behavior. We must reach more people, spend more time with them, get them to buy quicker, buy more often, spend less and get more. We must communicate on and offline, convert interactions to transactions and create lifetime ROI.
We have entered a new era of more considered consumption and shopping behavior. Shoppers are now more savvy and sophisticated than ever before. This shift was accelerated by the response to the economic crisis and continues to be facilitated by advances in media and technology.
We believe that brands influence people and people influence brands. POSSIBLE has their finger on the pulse of emerging technologies and how they should be used at-shelf and out-of-home to make the shopper marketing experience meaningful and highly participatory."
The digital shopper is about utility and immediacy and for the agency creating solutions for them it is about accountability and willingness to experiment and be wrong. We must be partners with shoppers, listen to their feedback and build things that are social media worthy to begin with, and provide solutions that you want yourself.
I am passionate about the need for creating "end to end" marketing programs for brands. I am energized by clients who take a more integrated view of their consumer, shopper and retailer growth strategies and who are focused on using this view of the world as a foundation to drive marketing communication planning.