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If we could summarize the event into three words, it would be: Insight. Idea. Impact. Each speaker at this year’s Shopper Marketing Forum – whether they were a retailer, brand or agency – spoke to these three words.
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A SYNOPSIS OF THE 2012 SHOPPER MARKETING FORUM
IF WE COULD SUMMARIZE THE EVENT INTO THREE WORDS, IT WOULD BE:
INSIGHT. IDEA. IMPACT.
EACH SPEAKER AT THIS YEAR’S SHOPPER MARKETING FORUM – WHETHER THEY WERE A RETAILER, BRAND OR AGENCY – SPOKE TO THESE THREE WORDS.
THE PRESENTATIONS SPANNED FROM RESEARCH-DRIVEN, TO SPECULATIVE TO CASE STUDIES. BUT ACROSS ALL OF THE SPEAKERS THESE KEY THEMES EMERGED: COLLABORATECOORDINATE WIN WITH EXPERIENCE (NOT PRICE) LOCATIONMISSIONVISUAL OVER VERBALSELL IT. DON’T TELL IT.
COLLAB-ORATE#SMF12COLLABORATE. THE NEW CREED OF #SHOPPERMARKETING IS A CONTINUUM STARTING WITH A RETAILER NEED STATE. – LYNN NEAL, P&G
Image: In Spring 2011, H&M announced a collaboration with Swedish footwear company Hasbeens.
RETAILERS AND BRANDS COLLABORATE
IN A WORLD OF PRODUCT CENTRICITY THE OBJECTIVES BETWEEN THE RETAILER AND MANUFACTURER ARE DIFFERENT.
IN TODAY’S WORLD OF SHOPPER CENTRICITY THE GOALS ARE THE SAME – GROWTH AND ENGAGEMENT OF THE SHOPPER.
A PARTNERSHIP BETWEEN JOHNSON&JOHNSON AND SHOPPERS DRUG MART LED TO A CAMPAIGN TO RAISE AWARENESS ABOUT EXPIRED MEDICATION AND HOW TO DISPOSE OF IT.
Image: Comstock images.
THROUGH COLLABORATION THEY WERE ABLE TO:
CREATE A TRIP MISSION• DISPOSAL OF EXPIRED MEDICATION
CREATE AN OPPORTUNITY • EDUCATION AND PURCHASE NEW MEDICATION
BE MUTUALLY BENEFICIAL: • IT CONNECTED WITH RETAILER’S BUSINESS (ALLOWING THEM TO TAKE CREDIT FOR SOMETHING THEY ALREADY OFFERED)
• WAS EASILY TRANSLATED INTO ACTION• MET A SHOPPER’S NEED
BUT RETAILERS AND BRANDS MUST ALSO COLLABORATE WITH SHOPPERS.
COLLABORATION MUST ALSO HAPPEN BETWEEN BRANDS, RETAILERS AND SHOPPERS.
PEOPLE WANT RETAILERS AND MANUFACTURERS TO SEE THEM AND INVOLVE THEM IN THE BRAND.
DUCK TAPEPROMS.
DUCK TAPE SAW WHAT THEIR SHOPPERS WERE ALREADY DOING WITH THEIR PRODUCT AND CELEBRATE IT.
Image: http://shannayconnor.deviantart.com/art/Duck-Tape-Prom-Dress-162228037
SHARING TISSUES?KLEENEX TOOK THE IDEA OF “CAN YOU PASS ME A TISSUE?” AND MADE KLEENEX SHAREABLE ACROSS SOCIAL MEDIA
http://www.youtube.com/watch?v=-w6cOoh_CJA&feature=player_embedded
GOOGLE AND COCA-COLA RE-IMAGINE “HILLTOP” FOR A DIGITAL AGE.
COORDINATECOORDINATING MESSAGES FROM OUT OF STORE TO IN-STORE ALLOWS FOR SHOPPERS TO BETTER RECEIVE THE MESSAGE AND UNDERSTAND THE TRIGGERS. BUT THIS IDEA OF COORDINATION ALSO MUST EXISTS INSIDE THE STORE.
Image: CORBIS
SHOPPER PROGRAMS ARE MOST EFFECTIVE WHEN:
• MULTIPLE ELEMENTS ARE USED IN AND OUT OF STORE TO INCREASE REACH
• IN-STORE POS IS TIED TO MESSAGING OUT OF STORE
• MESSAGING IN-STORE IS RELEVANT TO THE SHOPPER BASED ON MISSION AND OCCASION
IT’S NOT CLUTTER IF IT’S COORDINATED
EACH TACTIC SHOULD HAVE A ROLE AND THE MESSAGE SHOULD DRIVE SHOPPER ACTIVATION AGAINST THAT ROLE.
IT’S A BREADCRUMB TRAIL:• THE ROLE OF FLYER IS TO GET YOUR PRODUCT ON THE LIST
• IN-SECTION POS IS TO ENCOURAGE TRIAL AND PURCHASE
• AT-SHELF POS MUST CONVINCE THEM TO BUY YOU OVER THE COMPETITION
WIN WITH EXPERIENCE, NOT PRICE.
#SMF12UWE STUECKMANN OF LOBLAW SAYS MAKE SHOPPING EASY AND GET BACK TO CORNER GROCER EXPERIENCE, AND HELP THEM DISCOVER NEW THINGS.
#SMF12INNOVATE! SAVE PEOPLE TIME & EFFORT WITH PRODUCT & PACKAGING IDEAS THAT CREATE EXCITEMENT IN THE AISLES, PHYSICAL OR VIRTUAL.
WIN WITH EXPERIENCE, NOT PRICE.
BRANDS, RETAILERS AND AGENCIES ALL SPOKE ABOUT THEIR CONCERNS WITH PRICE WARS AND DISCOUNTS. RETAILERS ARE LOOKING FOR INNOVATIVE AND UNIQUE SELLING EXPERIENCES, NOT BUY-GET PROMOTIONS.
BUT WHAT IS THE SHOPPER LOOKING FOR?
THE STRESS OF CHOOSING
SHOPPERS ARE EMOTIONALLY OVERLOADED AND ARE LOOKING FOR SOMEONE TO MAKE SHOPPING EASY.
THIS MEANS SHOPPING WITH TRUSTED CURATORS SUCH AS WHOLE FOODS WHERE THEY BELIEVE THAT THE STORE HAS ALREADY CHOSEN THE RIGHT OPTION FOR THEM.
http://www.ted.com/talks/sheena_iyengar_on_the_art_of_choosing.html
THE STRESS OF CHOOSING
DR. KIT YARROW SPOKE ABOUT THE TWO TYPES OF PURCHASES:
RATIONALIZED PURCHASES WHICH TEND TO MAKE IT ON TO THE SHOPPER’S LIST.
EMOTIONAL PURCHASES THAT DON’T LOGICALLY FIT WITH THE REST OF THE SHOPPER’S HABITS. THESE INCLUDE TREATS FOR FAMILY MEMBERS AND FEEL-GOOD ITEMS.
Dr. Kit Yarrow
http://strategyonline.ca/2012/03/07/shopper-marketing-forum-day-one-recap/
LOCATION
LOCATION WHETHER IT’S A BRAND’S LOCATION IN THE WORLD OR LOCATION IN THE AISLE, YOUR PLACEMENT IN THE SHOPPER’S LIFE IS KEY TO BEING TOP OF MIND AND GETTING INTO THEIR BASKET.
A BRAND’S LOCATION IN THE WORLD
LOCATION-BASED MARKETING IS CHANGING THE PATH TO PURCHASE.
IN SOME CASES, MOBILE DEVICES ARE ALLOWING PEOPLE TO REMOVE GOING TO THE STORE FROM THE PATH TO PURCHASE.
IKEA AUGMENTED REALITY APP THAT ALLOWS YOU TO SEE CATALOGUE ITEMS IN YOUR OWN HOME
A BRAND’S LOCATION IN THE WORLD
THIS MISSION-DRIVEN CAMPAIGN FOR MINI HAD AN AVERAGE ENGAGEMENT TIME OF 5 HOURS AND 6 MINUTES. http://youtu.be/WMWu1h_6OfE
THE MOBILE PHONE HAS MADE THE STORE POROUS. MOBILE’S RELATIONSHIP WITH SHOPPER MARKETING IS THREE-FOLD:
1. IT’S IN THE STREET WHERE IT’S ABOUT CONNECTIONS AND CURIOSITY THROUGH ALERTS AND SEARCH
2. IT’S AT THE STORE LEVEL WHERE IT’S ABOUT LOYALTY AND STATUS
3. IT’S AT AISLE AND ON SHELF WHERE IT INFLUENCES BUYING DECISIONS
A BRAND’S LOCATION IN THE WORLD
CENTRE STORE SALES ARE DECLINING DUE TO:• INCREASE IN QUICK TRIPS • CHANNEL BLURRING
CENTRE STORE FOOTPRINT IS ALSO SHRINKING AND WITH INCREASED INNOVATIONS AND MORE SKUS ON THE SHELF IT’S GETTING DIFFICULT FOR ITEMS TO GET NOTICED ON SHELF
A BRAND’S LOCATION IN THE STORE
SOLUTION:
CENTRE STORE PRODUCTS MUST BE WHERE THE SHOPPERS ARE. THIS MEANS SECONDARY DISPLAYS IN THE PERIMETER OF THE STORE AND LOOKING FOR PARTNERSHIPS ON A SHOPPER’S PATH.
A BRAND’S LOCATION IN THE STORE
FIRST 1/3 OF THE STORE IS THE BEST LOCATION – MORE SHOPPERS SHOP HERE AND THEY SHOP SLOWLY BECAUSE IT’S AT THE BEGINNING OF THE TRIP.
A BRAND’S LOCATION IN THE STORE
Image: http://www.10qq.ca/2012/01/loblaws-produce.html
END CAPS AT THE BACK OF THE STORE ARE BETTER THAN END CAPS AT THE FRONT OF THE STORE BECAUSE OF THE WAY SHOPPERS WALK THE PERIMETER AND BECAUSE THEY’LL SPEND MORE TIME AT THE BACK OF THE STORE.
THIS PLACEMENT ALSO ACTS AS A SIGNPOST REMINDING SHOPPERS TO BUY AN ITEM EVEN IF THEY DON’T GO DOWN AN AISLE.
A BRAND’S LOCATION IN THE STORE
BE RELEVANT IN YOUR PLACEMENT. BE RELEVANT WITH ADJACENCIES.MAKE SURE PLACEMENTS AND PARTNERSHIPS GET YOU INTO HIGH-TRAFFIC AREAS IN THE STORE.
WHEN YOU INCREASE RELEVANCE YOU DRIVE ENGAGEMENT WHICH IN TURN DRIVES PURCHASE.
A BRAND’S LOCATION IN THE STORE
ONLY 29% OF SHOPPERS GO DOWN THE AVERAGE CENTRE STORE AISLE.
DRIVE SHOPPERS TO SECTION WITH RELEVANT ON-PACK COUPONS OR SIGNAGE IN CATEGORIES THAT ARE COMPLEMENTARY TO YOUR PRODUCT.
A BRAND’S LOCATION IN AISLE
INNOVATION ITEMS SHOULD BE PLACED IN THE MIDDLE OF THE AISLE WHERE SHOPPERS FEEL MORE COMFORTABLE STOPPING AND SPENDING TIME WITH A BRAND.
A BRAND’S LOCATION IN AISLE
Image: http://www.sandptnavsta.org/Historic-District/Buildings/Bldg-193/index.html
FOCUS ON PLACING POS AT “EYE LEVEL” WHICH, FOR THE AVERAGE NORTH AMERICAN FEMALE, IS 3.5 TO 4.5 FT FROM FLOOR.
A BRAND’S LOCATION AT SHELF
A BRAND’S LOCATION AT SHELF
THE SAME MESSAGE DELIVERED WITH DIFFERENT TACTICS CAN MAKE ALL THE DIFFERENCE
POS SHOULD VARY BY STORE – IF IT MAKES THE MESSAGE MORE RELEVANT.
FOCUS EFFORTS ON THE MOST PRODUCTIVE STORES.
BE SIMPLE AND SPECIFIC IN YOUR ASK TO RETAILERS TO ENSURE HIGHER RATES OF COMPLIANCE.
A BRAND’S LOCATION AT SHELF
MISSION#SMF12 TRIP MISSION DEFINES ENTIRE PATH TO PURCHASE AND HOW THE SHOPPER ENGAGES THE PRODUCT.
Image: http://janenation.com/blogs/reviews/archive/2010/06/28/grocery-shopping.aspx
SHE’S ON A MISSIONSTOCK UP IS 48% OF THE DOLLARS SPENT BUT ON THIS SHOP SHE “MOWS THE LAWN” AND GOES UP AND DOWN EACH AISLE.
QUICK TRIP IS 51% OF DOLLARS SPENT AND SHE JUST STAYS ON THE PERIMETER.
SHE’S ON A MISSIONSHOPPING PATTERNS ARE CHANGING:QUICK TRIPS ARE BECOMING MORE PREVALENT.
ON 50% OF SHOPPING TRIPS MOM IS BUYING 5 OR FEWER ITEMS.
QUICK TRIP SHOPPERS ALSO SPEND MONEY MUCH FASTER.
USE SHOPPERS’ KEY DECISION POINTS AS YOUR STARTING POINT:
WHAT TYPE OF MISSION ARE THEY ON?
WHAT OTHER PRODUCTS ARE A PART OF THIS MISSION?
VISUAL OVER VERBAL
Image: http://en.wikipedia.org/wiki?File:Visualization_of_wiki_structure_using_prefuse_visualization_package.pngCC-BY-SA-3.0; Released under the GNU Free Documentation License.
RESPONDING TO THE VISUAL OVER THE VERBAL
COMMUNICATION IS ABOUT SYMBOLISM, STORIES, IMAGES AND EXPERIENCES. IT’S NOT WHAT YOU SAY ABOUT YOURSELF IT’S HOW SHOPPERS LIVE YOUR BRAND.
Image: http://www.sociosemiotics.net/events/2009/visual-semiotics-society-facebook
RESPONDING TO THE VISUAL OVER THE VERBAL
ON THE AVERAGE GROCERY SHOPPING TRIP OF 20 MINUTES SHOPPERS ONLY READ 8 WORDS.
SO DON’T SAY WITH WORDS WHAT YOU CAN SAY WITH PICTURES.
RESPONDING TO THE VISUAL OVER THE VERBAL
ALLOW BRAND ASSOCIATIONS AND FEEL-GOOD EXPERIENCES TO RUB OFF ON YOUR BRAND. DON’T JUST SAY IT.
http://youtu.be/D2FX9rviEhw
RESPONDING TO THE VISUAL OVER THE VERBAL
PICTURES ARE EASIER TO READ WHEN SHOPPERS ARE FURTHER AWAY (MEANING WALKING DOWN THE AISLE OR APPROACHING AN END-CAP) AND IN SCANNING OR NOTING MODE.
THE AVERAGE SHOPPER DEVOTES 0.75 SECONDS NOTING A DISPLAY
THEY DON’T READ IN THIS MODE
THEY ARE SCANNING A WIDE AREA
THEY ONLY ABSORB MINIMAL, MACRO INFORMATION
FOR EXAMPLE:
RESPONDING TO THE VISUAL OVER THE VERBAL
IN-STORE COPY SHOULD BE RELEVANT FOR THE MISSION AND THE OCCASION
USE KEY BRAND VISUAL CUES SUCH AS COLOUR AND CONSTRUCT TO INCREASE “NOTING” POWER.
USE A CLAIM ONCE THEY ARE AT THE ENGAGEMENT STAGE TO OVERCOME PURCHASE BARRIERS
RESPONDING TO THE VISUAL OVER THE VERBAL
USE BLADES TO INCREASE “NOTING” OF CATEGORY.
IT HELPS TO INCREASE SHOPABILITY AS IT NARROWS DOWN THEIR CONSIDERATION SET. BLADES ARE SHOWN TO REDUCE THE AMOUNT OF TIME SHE HAS TO SPEND AT SHELF, WHICH THEN INCREASES THE AMOUNT OF ITEMS BEING PURCHASED FROM A CATEGORY.
THE BLADE EFFECT:
BUT CAN OUR EYES BE TRUSTED?
SELL IT.DON’T TELL IT. THERE IS A TIME FOR CREATIVE MESSAGING AND A TIME FOR CLAIMS OR SELLING LINES AND AT SHELF IS WHEN YOU WANT TO DELIVER A CLAIM. THIS IS THE MOMENT OF TRUTH – YOU’VE DRIVEN SHOPPER TO A PARTICULAR RETAILER, GOT THEM TO PUT AN ITEM ON THEIR LIST AND DRIVEN THEM DOWN THE AISLE NOW TELL THEM WHY TO YOUR BRAND OVER THE OTHERS ON SHELF.
BEFORE YOU CAN COMMUNICATE, SOME THINGS NEED TO HAPPEN.
IN-AISLE,IN-SECTION POSWHAT TRIGGERS ACTION IN A SHOPPER’S MIND?
SALES WILL INCREASE IF PRODUCTS ARE IDENTIFIED AS “TOP SELLING” SALES WILL ALSO INCREASE ON PRODUCTS THAT ARE IDENTIFIED AS “NEW”
IN-AISLE,IN-SECTION POSMESSAGES SHOULD BE APPROPRIATE FOR THE MEDIUM
EMOTION-BASED CLAIMS WORK WELL IN FOOD AND BEVERAGE CATEGORIES (AND WORK WELL ON MOMS)
CLAIMS WORK WELL ON PACKAGING BUT OFTEN GET CHALLENGED BY COMPETITORS – SO LOOK FOR WRAPS AND ADDITIONS TO PACKAGING THAT CAN BE EASILY REMOVED
TAKEAWAYWHAT’S DRIVING SHOPPERS?
• THEY ARE DOING MORE FILL-IN SHOPS THAN STOCK-UP SHOPS
• THEY’RE NOT GOING DOWN EVERY AISLE SO THE CENTRE OF STORE IS SUFFERING
• 50% OF SHOPPING TRIPS RESULT IN PURCHASE OF 5 OR FEWER ITEMS
TAKEAWAYWHAT’S DRIVING SHOPPERS?
• NO MATTER HOW MUCH SIGNAGE IS IN STORE, ON POST-SHOP INTERVIEWS SHOPPERS ONLY SAW 1-2 ELEMENTS WITHIN A CAMPAIGN
• IN A 20-MINUTE SHOPPING TRIP, SHOPPERS ONLY READ 8 WORDS
THE SOLUTION IS TO CREATE SHOPPER MARKETING PROGRAMS THAT DELIVER ON:
EXPOSUREBREAKTHROUGHDESIREACTION
EXPOSURE
YOU MUST HAVE MULTIPLE, COORDINATED AND RELEVANT MESSAGES THROUGHOUT THE STORE. THIS MEANS OUT OF AISLE PLACEMENT THAT MAKES SENSE ON A SHOPPER’S PATH.
BREAKTHROUGHDISCOVER THE POINTS ON THE SHOPPER’S PATH THAT ARE MOST CRITICAL AND DEVISE A PLAN TO OWN THOSE ONE OR TWO PATHS.
STEER SHOPPERS IN THE RIGHT DIRECTION WITH SHAPES AND COLOUR.
SHOPABILITY PLAYS A BIG ROLE IN PURCHASE. BLADES HAVE A POSITIVE EFFECT ON MAKING THE SHOPPER BELIEVE THAT THE PRODUCT WAS EASY TO FIND.
DESIREPRICE DOESN’T NECESSARILY DRIVE DESIRE: 50% OF THE TIME, THE SHOPPER DIDN’T KNOW THE ITEM WAS ON DEAL.
DESIRE IS INSTEAD DRIVEN BY RATIONALIZED PURCHASES – GETTING ON THE LIST.
OR EMOTIONAL PURCHASES – MAKING THE SHOPPER FEEL GOOD.
ACTIONUNDERSTAND WHAT THE MOTIVATING MESSAGE IS AT THE POINT OF PURCHASE. OFTEN IT’S NOT A CREATIVE LINE, BUT INSTEAD, A CLAIM.
THANK YOUTHANKS FOR TAKING THE TIME TO READ THROUGH OUR SYNOPSIS OF THE SHOPPER MARKETING FORUM FROM MARCH 6/7 2012 IN TORONTO.
GOT QUESTIONS? REACH OUT TO US. WE’D LOVE TO CONTINUE THE CONVERSATION.
JANINE FLACCAVENTO, PARTNER LEAD PLANNER AND [email protected]
