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Shopper Marketing: Building Brands in A Retail World
Shopper Marketing: Building Brands in A Retail World
Shopper Marketing: Building Brands in A Retail World
Source: KSA-Technopak
According to a study by KSA-Technopak,
Modern Retail sales are expected to rise
faster than consumer expenditure during
the period 2003-2008
• Share of Wallet
• Theatre of Sales
Power to the Shopper
• 70% purchase decisions are being made in-store
TO AND
SHOPPER
MARKETER RETAILER
BrandMARKETER
objectives/ Store & Category
Brandstrategies
objectives/strategies
objectives/strategies
SHOPPER MARKETING
Shopper Marketing
Brand at Retail
Retail as Brand
Shopper Marketing
Understanding Shoppers
+
Influencing Shoppers
Understanding Shoppers
How Shoppers Shop
Studying Shoppers
SHOPPER PROFILING
Need-States
“Starbucks has succeeded because
we’ve focused on the need states of
our consumers. We knew they wanted
a whole lot more than just a cup of coffee.
Once we really understood the needs of
our consumers, things fell into place.
We figured out what our role had to be.”
RELAXATION/ ADVENTURE/
LEISURE FANTASY
EXPRESSION/
SAVING REWARD
CONVENIENCE EMPOWERMENT
• Store/outlet
• Category
• Brand
• Occasion
• Shopping trip
Need-States decide Shopping Trips
Need-States drive Shopping Baskets
Planned
Replenishment Shopper-friendly
Reminder Navigation
Trigger Stimulate
Pick-up Interaction
Impulse
Need-States help create
Shopper-centric Category Definition
what it knows
and focuses
on differences
Brighter Lights
Curved End
Yellow Baseboards
Discontinuity thru’
• Layout
• Shelving
• Display units
• Colors
• Lighting
• Flooring
• Texture
• Sound/music
• Smell/scent
• Audio-visual
Shoppers use signpost brands to navigate
Shopper Conversion
Acquisition- % of shoppers actually buying
something
Shopper Spend
Value- Average spend per converted shopper
Shopper Activation Zones of Connection
Strategy to Leveraging in-store
attract-arrest-acquire opportunities to engage
the shopper the shopper
In-store Way-finding
Sensory Seduction How to
Making shopping navigate-educate-inspire
multi-sensory and the shopper
interactive
Shopper Activation
Zone of Connection
Anti-Dandruff shampoo message
at the ‘Youth Apparel’ section
In-store Way-finding
NAVIGATION EDUCATION
“Help me find “Educate me about the
what I am looking for brands/products. Help me make an
quickly and easily” informed decision”
INSPIRATION
“Present the brands/products
in the context of my life.
Give me solutions, ideas, news”
Inspiring and compelling in-store
idea + story for the category/brand
Sensory Seduction
SMELL
TASTE TOUCH
SOUND SIGHT
Are you ready for
Shopper Marketing?
Go to a store and observe a shopper and put down
what you learnt about how he/she shops