We are doing more and more to engage our shoppers but in many cases, we’re selling less… there’s a simple 3 step process to influencing shoppers’ behaviour, so what are we missing? The answer lies in understanding how to tap into shoppers’ conscious choice and their sub-conscious drivers.
In order to drive growth, we need to:
1) Get their attention (get the conscious to notice us)
2) Give them a reason to buy (convince the conscious to buy)
3) Make them feel good about their purchase (unconscious), by triggering their emotions.
When shoppers walk into the store, they switch into a different mind-set. Because there are so many products competing for their attention they put on relevance filters and only notice those products that are of interest to them at that moment in time.
1. Get their attention!
In many cases you won’t get into the basket because shoppers haven’t seen you.
The challenge we face is that 89% of shoppers only walk 25% of the store and 60% of them use the shelves to remind them of their needs.
The one thing you need to realise is that being present and visible doesn’t guarantee you a place in the basket. You need to be relevant to your shoppers and talk to their needs, rather than just shouting your brand name at them as they walk past.
2. Give them a reason to buy
The only way we are going to achieve sustainable growth is to change consumption behaviour.
Shoppers think ‘category’ before they think of ‘brands’ so we need to give them a reason to put our category in the basket.
Big brand behaviour alone is not enough to get shoppers to buy. In order to convert shoppers, brands need to leverage the category drivers by understanding when, where and how people consume them (not just why) and reminding them of this experience when they are in-store.
Some of the most successful shopper initiatives have been built around meal solutions and occasion-based strategies. The reason why they work so well is because they help shoppers’ find solutions … sometimes to needs and wants they didn’t realise they had.
3. Make them feel good about their purchase
One of the biggest and most significant trends that we see in-store is that shoppers are making more impulsive, emotionally driven choices.
Although they are trying to be more responsible and buy only what they need, their lack of forethought means that they will often end up deciding what to buy when in-store.
They buy what they feel like or are in the mood for or what is a great deal. Many shoppers respond to the excitement of deals, but there are other ways to get your shopper excited without dropping the price… especially since most people will overspend when they’re caught up in emotion.
The challenge for us is how to make our brand exciting.
There is a huge opportunity out there to connect with shoppers by making them feel good. You can tell them directly, you can trigger the memory of an experience or you can do it by association. The point is people spend when they feel good or are trying to feel good and if you build a positive buying and shopping experience with your brand you will have more staying power.
Shoppers are happy to spend on brands that they feel ‘justify the investment’ but this is not true for all brands. Many brands are under threat as shopper’s trade down to alternatives that are ‘good enough’ or only ‘justifiable’ when on deal or discounted. This is not commercially sustainable and it will erode rather than drive growth.
The bottom line
There are 3 simple steps to influencing your shoppers but there is a science and an art to developing profitable shopper marketing strategies. If it is profit you’re after or meeting your growth targets, then shopper insights will give you the edge.
For insights into your shoppers that will enable you to influence their buying behaviour and drive bigger, more profitable baskets, contact us.