Strategy should not only aim to improve brand visibility at the point of sale above competitors, but also significantly enhance the shopper’s experience and offer them attractive benefits.
"We believe that through innovation, we can discover new ways to connect shoppers with your brand, enhancing their shopping experience and helping your brand sell more."— AIM Worldwide
Understanding shopper behavior is essential to identifying the moments and places where they are most receptive to our message.
(Example: Displaying an isotonic drink in the sports area.) One touchpoint might be next to a complementary product, sharing the same consumption occasion. Another might be placing the product along the path the shopper takes to reach another item, etc.
Each touchpoint will depend on the specific goal we want to achieve.
"Shoppers spend between 40 minutes and 2 hours at the point of sale, exposed to over 15,000 products, from which they choose between 10 and 20. These final decisions are made in just 15 seconds, which gives us very little time to capture their attention." [1]
Product display is key to conveying the brand’s message. Both the structure of the materials and the graphic message must effectively communicate what we want to say.
An impractical display or dull design will naturally make the shopper turn away from the product — and we’ll lose our chance to sell.
Messages are a powerful touchpoint with the shopper. Beyond just creating awareness at the point of sale, the message must encourage them to give the product a try, or break down the barriers that prevent them from choosing it. To resonate, the message must be based on shopper insights.
Floor displays account for 51% of all in-store product displays.[2]
The shopper can easily get distracted during their journey, ignore visual and written messages, or remain loyal to their preferred brands — even if switching would be more economical.
But what a brand makes them feel — through a multisensory experience — stays in their heart and is never forgotten.
Winning them over through an experience may not result in a big purchase that day, but it will certainly create a loyal customer. And no competitor can beat that.
ThinkJar, in a customer experience study, found that 86% of consumers would pay more for a product or service if it came with a better or superior experience.[4]
Our subconscious generates the feelings (emotions) that influence decision-making.[5]
One of the shopper’s weak points is their budget — they’ve become smart shoppers. Offering them a superior value for the same amount they would spend on a competitor’s product ensures the sale.
Let’s remember: shoppers will never sacrifice their preferences or tastes.
This isn’t about giving them less to reduce cost or lowering quality. It’s about giving them value.
A smart strategy could be to offer an attractive hook product that catches the shopper’s attention.
"89% of consumers can recall the company that gave them a promotional item — even two years later."[6]
Shopper Marketing strategy should improve brand visibility at the point of sale beyond the competition, significantly enhance the shopping experience, and offer attractive benefits.
Understanding shopper behavior is essential to identifying the moments and touchpoints where they are most receptive to our message — and in doing so, earn their loyalty and preference for our products.
Know more about shopper marketing.
