Understanding Shopper Behaviour with SBXL

It’s a different world out there for retailers. A potential customer very well might research online before buying. It is possible that customers are using a mobile device to check out products and services in store, doing their shoppers research online before making their purchase decisions. This could be happening during their shopping journey. How can retailers interact with their customers and gain customer insight? Our customers are an incredible source of information on how well marketing works. You can transform your business by creating a planning template based on who your customers are and which customers are loyal and which customers fail to purchase. This is where SBXL can help you grow sales faster by using their customer insight tools. It’s a real challenge to impact customer behaviour. For one thing, most of them will only buy one of 500 products in the store. Add to these the fact that not everyone shops the same way. It gets worse. If you asked any of these consumers what it is that they want to buy, there is a communications breakdown because they just cannot tell you what it is that they want. And yet, they know it when they see it. I’m Phillip Adcock and you might be wondering where I get my understanding and intelligence about shoppers. It’s from mega-research into more than one million shoppers that I have analysed in meticulous detail. SBXL looks at the performance of a retailer’s advertising, strategy, environment, and product. We have the technology to measure the engagement of the consumer with the features and products in store. My analytics go way beyond information collected in surveys. The reality is that surveys are not highly effective because people cannot give relevant or powerful insights into their own behaviour. It’s not that they don’t want to. It’s because they can’t. In shopping the decision to purchase and their shopping actions are carried out at a level that they not only don’t understand, they are not able to comprehend what motivated them to buy a certain product. Such decisions are made at an emotional level that is so deeply embedded in the subconscious that it bypasses logic without even slowing down. The working memory that the typical person uses in shopping holds the information in memory for 18 seconds. I like to emphasise whenever I get a chance that traditional market research is limited when it comes to understanding shopper motivation. It’s just the way that the human brain works. One of our most important insight tools is our fully mobile eye tracking equipment. It tells you more than the shopper can. It reveals where shoppers look, what appeals to them and – and this is crucial – what their eyes just skip over. One of the reasons I am a world class expert in the field of customer insight is the set of tools that I use. To learn more about how my customer insight tools can help you understand your customers, contact me by email.

Do you know what information 81% of shoppers research reveals? No? How about the steps that your potential customer makes on their shopping journey before making a purchase? No? SBXL can help answer these questions. Our research strategy can provide insight into how a purchase decision is made and what information customers are using before buying a new product. It helps to know how they do their research before taking their shopping journeys and what triggers their purchase decisions. I’m Phillip Adcock, Managing Director of SBXL, and I’ve been figuring out how and why shoppers buy what they buy for more than two decades. I understand the psychology of shoppers and shopping. SBXL has knowledge base of – wait for it – 491 scientifically proven psychological rules. With this kind of expertise, you can transform the effectiveness of your promotions. That is just one example of how my expertise can make your brand, campaign, and marketing successful. We take what we have learned about our customers, what we have learned from social tracking & measurement, and what we know attracts the shopper to make a purchase in store and we test shopping behaviour over and over again. One of the big competitors to brick and mortar businesses today is the internet. Many shoppers research online before buying any products and services. This is even possible while they are in store using a mobile device. The smartphone is ubiquitous. Consumers have become quite sophisticated and the way they shop has changed since the turn of the century and the old way of creating engagement with your shopping audience does not create the same successful results as it used to. Current trends are toward shopping online and turning to convenience stores. The pricing competition is fierce and deflation drives shoppers toward places offering lower prices. There are convenience stores and then there are microconvenience stores. Some of the big chains like Sainsbury’s are turning to this model. The microstore is tiny, about 1,000 sq ft, and carries the essentials for a quick meal. Another aspect of the microconvenience store is its ability to provide retail hybridisation, which connects the online world with the bricks and mortar store by being a pick-up point for online deliveries. The quicker that online orders can be fulfilled is changing that world too, overcoming one of its major deficits – making consumers wait for their product. Argos Fast Track and Amazon Prime speed up delivery considerably and there are rumours of drones being brought in for even faster delivery. People do still enjoy the process of shopping and if retailers pay attention to the dedicated consumer, experience shows that shoppers will continue to engage with retailers where they have a wide range of categories to choose from and the tactile shopping experience. They will continue to leave home, drive to a store, and spend their money. To learn more about how shopping research can help you understand your customers, contact me by email or phone 01543 308670.