getting shopper attention

Getting Shopper

ATTENTION

How retailers & brand marketers engage , inspire & influence shopper at path to purchase through

getting their attention

Contact InformationE-mail . [email protected]

E-mail [email protected]

Mobile . +966567303293

Country: Jeddah, Saudi Arabia

Address: King Road with Herra Street

P. O. Box: 17129

Zip/Postal Code 21484

Basem Bindary

Basem BindaryHead of Business development

GlaxoSmithKline

Jeddah, Saudi Arabia.

1.Inside the mind of shopper

2.Shopper Journey & benefits

3.Draw shopper attention (Merchandise styling Tactics & Tools )

4.Brining emotions to shoppers communication

Agenda





1

Whose is your shopper

& what is their mission

What are their driving forces ?

How do they walk in-

store, navigate & search

to find the product

Customer or shopper

OR BUYER

Co

nsu

mer

Before entering the store Sh

op

per Once

they enter

Bu

yer

Once they buy

Customers are concerned more with the product they will buy While shoppers are more concerned with a shopping mission they need to fulfil

Customer to Shopper

Converting

Shopper to Buyer

Converting

Sustain your

shopper loyalty

What does retail

marketers & Brand

marketers Want from

shoppers ?

Switch

Looking to switch shopper buying decision to their brands

Brand Developers

Increase occasions

Looking to trigger a higher frequency of purchases to maximize category revenue

Retailers

Shoppers

Are

Different

Every type of shoppers has a different motives

What are

Emotional

Truth that drive

Shopper behavior

KeeperProvide house with day essential staff like food ..feel enjoy with this responsibility

BankerBudget mindset , believe that shopping trip must end up with as specific spending …he/she looks carefully to prices

SeekerLooking for new ideas to buy , new taste , new product …shopping considered as journey

desperateneed a specific item immediately ….if you don’t have that specific item shopper could be lost immediately

Reluctant dislike shopping trip & want it over quickly

Bargain hunter This shopper is a price mission …& will do everything to cut cost including moving between stores & special

Any shopper type shows 2 main different reactions

Proactive

Reactive

How does shopper make a choice

But how does he or she make that choice

What are the factors influence purchasing behavior ?

At Hypermarket More than 50,000 products on the shelf are competition to catch eye of the shopper

In the same time retailers are doing the best in increase shopper staying time at the store

It all about building the right shopper strategy through Understanding shopping process & shopper behavior

Understanding influential

factor affecting shopper behavior

Building shopper pyramid

Building Right shopper strategy

Life What is shopper life style

Attitude What are their believes & perceptions

MotiveWhat motivate them to buy

Shop How they shop , walk , navigate , Chose

Shopper Pyramid

Path To Purchase

How do they shop ?

At any Typical store you have 3 features areas

• Category Home • Transition area • Impulse area

1ry Category Home

Transition

impulse

How do shoppers arrive at the store

• particular mood to fulfil a certain mission ,

• With an opinion & expectations concerning brand / Stores

• They may have pre-shopping list ( pre-planned purchases )

At Entrance Good First impression comes from the entrance

when they find it stand out differently it is the first positive impression

Walking pattern Some shopper insights show specific behavior when it comes to walking directions like walking anti-clock wise , it vary from shopper to another and from industry to industryRetails plan their floor to achieve directed walking pattern to increase shopper staying time

At Transition At this area shoppers are not yet ready to take their planned purchase decision ..they take short time while orient themselves to the new environmentvariance of temp & light may affect orientation time They still think that there is a better product opportunity inside

At DestinationShoppers get used to look at destination from left to right Starting eye level shelf then move down till reach the planned purchases

What does 20 to 40 millisecond means ?

Eye of shopper

Behaviorists called saccades when eye move & called fixation when eye stop while the eye moves the shopper is virtually blind ….no info registered ,,however because of the speed at which eye do …saccades last for only 20-40 millisecond ..it is eye fixation that consumer research are really interested in

Measuring these fixation allows us to determine which visual stimuli in the store attract and hold the shopper attention…. Customers show different interest towards which stimuli they pay attention & which they don’t

Stoop Level 0-3 feet

Below Eye level 3-4 feet

Eye level 4 -6 feet

Stretch level above 6 feet

RETAILERS divide shelf space into 4 distinct vertical zones

Teens & Coke

Teens as shoppers

Teens place more emphasis on friendship than adult social gathering , they look for event to re-inforce with friends like at Christmas holidays , week ends , they are socially active

They prefer quick to medium shopping trip• Teens leave the discussion while shopping for impulse , they

start to chose in between snacks while the drink on the other hand is personal…once they back to the group snacks and drinks get shared

The drink on hand & snakes on the other ,It is personal Experience

Based on these insights Coca build a new shopper strategy around happiness and giving joy to get their shopper attention

Map Your Shopper

JOURNEY

Shopper Journey

Shopper journey should be story telling path in nature , With an objective to maximize shopper staying time

Path To purchase Is the path that every consumer take a steps from the moment of entering the store s till the actual transaction happen

P2P composed of distinct phases where marketers can positively influence the consumer & turn shopper decision process

It is the art of touching & influencing shopper at every stage of path while giving them a motive & reasons to buy

Category Decision Tree

It is the structured way of shopper navigation till they catch the productColor cosmetics shopped don’t look for price 1st , 1st they search in-the store to find the category …then they look after the brand , then the color

It is completely different from Vitamin shoppers who they start with the use 1st

Oral CareShopperJourney

Triggers & Barriers Triggers are motives that make customer think to go for shopping or to buy

Triggers are factors affecting shopper navigation , searching , selection or buying at path to purchase

Safety

• He or she seeking oral health safety

• Ensure good oral care hygiene for my self

• Protect my kids from cavities and gum

Eat Hot & Cold

• He / She needs to freely eat cold or hot drink with pain suffering

Treatment

• Treating Gum bleeding , denture or cavity disease status

Freshness

• She needs to feel sense of freshness as in mouth odor or smell

Attractiveness

• She need to looks beautiful with sexy whitening smile

What are triggers

Which Brand is suitable for my teeth ?Cannot differentiate between types

Many types of brands confused me and create difficulty on navigation

I don't see kids toothpaste or tooth brush and how to use

I don’t easily recognize brush types and used for what ?

What are Barriers

Toothpaste Category

1. Family & Basic care 2. Whitening 3. Sensitivity Care 4. Freshness 5. Natural

Toothbrush 1. Electric 2. Manual ( Soft – Medium – Hard )

What are Basic principles that

makes your product

presentation aesthetically

pleasing

Visibility Tangibility

Accessibility Emotionally

driven

Less is more

Visible•Doesn’t mean giving higher space , it is 4 rights …right space , on the right location at the right

quantity in the right mix

•Customers hate looking up & bending down

Accessibility

• Your right height…..Make it easily accessible for shopper to reach

• Consider shopper demographics , right heights

Tangibility

Shoppers recognize what they see ,But they feel what they touch, touching the merchandise helps in creating that kind of emotion

& give a better chance for a shopper to buy

Emotionally driven

Do every Styling action for the purpose of satisfying your customer emotions

What are merchandising & styling tactics to be considered while drawing shopper attention

What you need to consider while Draw Shopper attention

1.Unity : convey a harmonious picture ( merchandising Strategy should follow corporate design guidelines ( color , props , general presentation method ) also shelf with one package size display is perceived more beautiful than shelf holding different sizes


2.Balance : convey a Balance of equilibrium We call it shopper optical balance …. The arrangement of all elements ( fixtures , displays , checkouts ) Store visual should be in the state of equilibrium ..visual symmetry


3.Rhythm : it leads shoppers eye from

one product to another in specific manner enabling the control of shopper eye movements …. Shopper used experience to create the rhythm … Ex, when sorting merchandise by color you should start with brighter color and end with darkest


4.Distance & proportion1. products displays should look great from every angle

AvoidGive Use

Spread

Avoid Display after a display after a display Floor stand after a floor stand a floor stand Gondola End after gondola end after gondola end

Give shopper felling of freedom

Use Use the right styling & Communication tools

Props / POSM

Use the right props / POSM that will catch your shopper attention & connect them emotional to your category /Brand Strategy ,Any prop you will use should carry a mission

Place display accessories close to the category , Shoppers get frustrated when they didn’t find merchandise related to the prop away from it

Locate the displayed product near the prop. Change the prop at regular interval ( seasonal changes )

Use Use the right styling & Communication tools

Props / POSM

Colors

Create color relevancy to connect emotionally with you shopper

Color is re-inforce your category / Brand mission

• Using blue light in the fish section

• Fruits is to be presented in a basket of natural material

Like placing a wood barrel in wine division ..which give the essence & touch screen left often behind to give information

Purity Cleanliness Health

Elegancy Thinner look Depression / death

Strong emotions LoveEnergy Anger Excitement

Warm feeling Cheerful –brightness Spring Attention

Stability Calmness Depth & willing

Relaxation ‘Nature Safety Environmental friendly

Royalty Wealth

Spread sense of real simulation to your product styling to

match your end situation

Spread sense of real simulation Bundle Presentation

75

Bundle presentation is most common cross selling , by presenting products with certain level of relevancy together Relevancy here driven from the perspective of user or use , Bundled presentation leads to desirable consequences for shopper & remind shopper to complete his shopping basket

Bringing emotions To shoppersThe role of emotion in decision making process

What is the difference between emotion & feeling

Feelings are conscious subjective

experiences like being happy or angry

Emotions are below conscious awareness

….emotions can be love , hate , attitude , perceptions & behaviors

Find Out your shopper

Emotional Truth

Why it looks beautiful ?

Why it looks beautiful ?

Emotions play a significant role in giving the core sense of beauty

Give Brands moments at the store to communicateVideo

Is there reasons to buy your brand?

What makes pre-planned shoppers leave their shopping list and buy your brand

How can you influence shopper to buy your brand which their were not planning to do

You need to create that reason

Bring Emotions To your Shopper Visual

Communication at 3 positions

Connect with shopper emotional truth

Engage : engage them into brand story

Inspire : Inspire them

Connecting , engaging & inspire shoppers

Sustain Your shopper

Engagement ?Think about ways to retain your shopper engagement





5.Measuring shopper efficiency

What is

your

shopper

currency

Money & Time

?

Shoppers measured by the money and time they spend at the store ,The

longer stating time within shopper journey , the more likely to have a

higher opportunity to influence shopper purchases

Measuring shopper efficiency

You can not win your shopper money & time

without getting their attentions

Basem

BindaryHead of Business development,

GlaxoSmithKline

Jeddah, Saudi Arabia

Contact InformationE-mail Address: [email protected]

Mobile Phone: +966567303293

Country: Jeddah, Saudi Arabia

Address: King Road with Herra Street

P. O. Box: 17129

Zip/Postal Code 21484

Basem Bindary

Thank you.

Basem Bindary

getting shopper attention

Retail

shopper type

increase shopper

influence shopper

shopper insights

shopper loyalty

right shopper strategy

shopper pyramid path

shopper life style attitude