Shopper Mode - Lund University .Shopper Mode 1 Abstract Title: Shopper Mode - Shopper marketing from

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  • Master Thesis, BUSN29

    Spring, 2012

    Shopper Mode Shopper Marketing - from a shopper perspective

    Authors:

    Caroline Lundstrm Ek

    Charlotte Borgeke Nilsson

    Supervisor: Karin Alm

  • Shopper Mode

    1

    Abstract Title: Shopper Mode - Shopper marketing from a shopper perspective

    Date of the Seminar: Lund, 2012-05-30

    Course: BUSN29. Master thesis

    Authors: Charlotte Borgeke Nilsson & Caroline Lundstrm Ek

    Advisor: Karin Alm

    Keywords: Shopper Marketing, shopper perspective, shopper mode,

    Swedish pharmacy market, Apoteket Hjrtat

    The thesis purpose:

    The purpose of this research is to contribute to a greater understanding and new knowledge in the conceptual area of Shopper marketing from a shopper's perspective Today, there is not much available research of the shoppers perspective of Shopper marketing. By accessing insights from the shopper's point of view of the retail situation this knowledge can be used when developing strategies for how to get shoppers to turn to more positive perceptions and an increased shopper experience.

    Methodology:

    This research is designed in two steps where we firstly want to explore the shopping situation at the Swedish

    pharmacy market. Through a quantitative interview session of 100 persons inside the case companys facilities.

    The second session is based on 10 qualitative research interviews were we strive to fully understand the shopper

    and to create shopper insights which are important to highlight as they contribute to the answer of the research

    question. This dual approach makes us chose an abductive course of action in the processing of the research

    findings and theory frame.

    Theoretical perspective:

    The main theories that are used in Shopper Mode are shopper marketing theories and retail marketing theories.

    Empirical data:

    The empirical data is gathered through 100 shorter interviews and 10 in depth interviews; with this we have reached both a width and depth in the insights of the shopping situation. Apoteket Hjrtat is used as a case company for the study

    Conclusion:

    We can conclude that that Alexanders (2008) different shopping categories can be used as interpreter of the retail situation within Shopper marketing Strategies. This together with the visualization of the 360 approach of the shopper can be useful in extern marketing strategies. It can also be useful in intern marketing as a pedagogic tool to visualize the picture of the most valuable shopper to the staff in a business organization. By this a clearer and more consistent message from the business/ brand/ shop will most likely be experienced by the shopper. We also can conclude that Shopper marketing can be seen as a new dialect of already existing marketing approaches. However, dialects do affect us and the way we say things can often

    affect the result. In this view Shopper marketing can be thought of as a new tool in the tool box or a new color in

    the crayon box. Thus, Shopper marketing is promoted and branded as a whole new knowledge but we see it more

    as old wine in a new bottle, and just like with other new things it arouse our curiosity.

  • Shopper Mode

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    Table of Content

    1. Introduction ..................................................................................................................................... 5

    1.1 Background ................................................................................................................................... 5

    1.2 Problem area .................................................................................................................................. 7

    1.3 Purpose .......................................................................................................................................... 8

    1.4 Research question .......................................................................................................................... 8

    1.5 Limitations..................................................................................................................................... 9

    1.6 Expected knowledge contribution ................................................................................................. 9

    1.7 Disposition..................................................................................................................................... 9

    2. Theory ........................................................................................................................................... 10

    2.1 Defining the concepts .................................................................................................................. 10

    2.2 Positioning Shopper Marketing within Retail Marketing ............................................................ 11

    2.2.1 Clarifying nuances ................................................................................................................ 13

    2.3 Shopper marketing ...................................................................................................................... 14

    2.3.1 Inside the store ...................................................................................................................... 14

    2.3.2 Out of store ........................................................................................................................... 17

    2.3.3 The role of the shopper ......................................................................................................... 19

    2.4 True shopper insight .................................................................................................................... 21

    2.4.1 Trends spotting ..................................................................................................................... 22

    2.4.2 360 ...................................................................................................................................... 23

    2.5 Short theory sum up .................................................................................................................... 24

    3. Method .............................................................................................................................................. 26

    3.1 Research design ........................................................................................................................... 26

    3.2 Data gathering ............................................................................................................................. 27

    3.3 Interviews .................................................................................................................................... 28

    3.4 Interview method ......................................................................................................................... 28

    3.4.1 Numerous short interviews ................................................................................................... 29

    3.4.2 In depth interviews ............................................................................................................... 31

    3.5 Differences between the two interview techniques ..................................................................... 33

    3.6 Generalizability and self-criticism .............................................................................................. 33

    3.7 Case company.............................................................................................................................. 34

    3.8 Adjusted information behind the data gathering ......................................................................... 35

    3.8.1 Collection of empirical material numerous short interviews ............................................. 35

    3.8.2 Collection of empirical material in depth interviews ........................................................ 36

    4. Empirical findings and reflections ..................................................................................................... 37

  • Shopper Mode

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    4.1 The shopping situation at Apoteket Hjrtat ................................................................................. 37

    4.2 The findings from the deep interviews ........................................................................................ 40

    4.2.1 In store experiences .............................................................................................................. 40

    4.2.2 Out of store experiences ....................................................................................................... 43

    4.2.3 The shopper experience ........................................................................................................ 44

    5. Analysis through the theoretical framework ..................................................................................... 49

    5.1 In store activities ......................................................................................................................... 49

    5.1.1 Unseen is unsold ..........................................................