Modern supermarkets aren’t just warehouses full of products, they are carefully planned and managed retail environments that are constantly trying to affect the decisions made by its customers – all thanks to shopper marketing.
You may now be asking; “what is shopper marketing?” Well the exact shopper marketing definition is a source of much discourse, but simply put, shopper marketing is an advertising approach that takes place within the retail environment. By leveraging shopper insights, brands, manufacturers and retailers attempt to change shopper behaviour through in-store advertising, promotion and other strategies.
It is important to note that this is “shopper marketing” and not consumer marketing. Since the main goal of shopper marketing is to change shopper behaviour in the short-term and within a retail environment, it is less important whether the shoppers in question are also the consumers – retail marketin…
Category management is an essential aspect of retail and procurement strategy that allows retailers to optimise their supply and retail processes to maximise profits.
The category management process involves splitting products, and sometimes brands, down into unique groupings and have each function as an individual strategic business unit. This allows each section of a retailer to be managed more efficiently – something that benefits both the retailer and the retail customer (and in some cases the retail supply chain as well.) Good category management is generally good for business.
There are six distinct steps (or eight depending on who you talk to) in implementation of category management for retail. The first of which is to define the individual categories. This is most effectively done using shopper analysis and insight to understand how shoppers view and interact with certain items. This is perhaps the hardest step…
Retail marketing may be a term that you’ve heard used before, but perhaps you’ve wondered, “what is retail marketing? And how is it different from other kinds of marketing?”
As the name suggests, retail marketing has to do with the management of customer relationships and communications in the retail sector. It considers concepts such as brand positioning and how shoppers interact with the items on their shelves and, generally, covers the development of communication strategies that will drive purchases from shoppers.
Traditional retail marketing focused on the four P’s: the product itself, the price of the item, the promotion strategy and the place or location of sale. This strategy however, has slowly turned in to the four C’s – a new kind of retail marketing approach that seeks to work with new customer behaviours as changes in the market occur; consumer, cost, convenience and communication
These are the four key concepts behind …
What is shopper behaviour? Is it marketing, economics or psychology? In reality, it’s all of these and more!
In the broadest use of the term, shopper behaviour is the study of how shoppers’ make decisions in regards to how they select goods and services – including the emotional, behavioural and psychological factors that precede or follow a purchase. In the retail world, the study of shopper behaviour has been used to influence the marketing strategies of some of the largest retailers and brands to help increase sales of certain products or lines.
The process of developing an understanding of shopper behaviour is a multi-faceted one. There is no individual influence that causes a person to interact with a product in any given way – rather there are many that all come into play at different times throughout a shopper’s purchasing decision process. These influences include internal influences such as a shopper’s motivation or percepti…
Category management is a challenging job, keeping up with changing behaviours and adjusting solutions to increase profit. A category manager who attempts to manage categories without the backing of proven shopper research and information is like a car heading in every direction without knowing which is the right one. You need more than just a data to be a successful category manager.
The behaviour of consumers and shoppers changes almost yearly; solutions that worked in a category one year may not work for the next. Retailers need to carefully identify category trends and behaviours if they are to successfully develop a category or brand and offer effective category solutions. High quality continuous shopper insights can help your category management evolve with developing trends – meaning your performance can continue across the years!
How? The answer lies not with data alone but with added insight specialist research companies can give. SBXL offer such …
How do you go about undertaking shopper insights research? How do you gain that real, usable data about shoppers, their behaviour and how they interact with your brands and business?
Maybe your company is a big fan of focus groups (hopefully not!), database marketing or a simple post-purchase interview with customers to gain some understanding into their thought processes. While these techniques certainly count as shopper research – do you really gain effective insight from them?
To be competitive in the modern retail businesses your shopper strategy needs more than second hand information that is lacking in accuracy. It needs knowledge and understanding of shoppers and their behaviour, gained from true customer insight – not something you can always gain from a public focus group!
Let’s take a step back for a second. What are shopper insights? And how do they impact marketing effectiveness?
Shopper insights are the results of shopper analysis taken…
Food retail and grocery shopping are changing in the UK. According to the Euromonitor International report, Grocery Retailers in the United Kingdom, published in February 2017, discounters were the standout channel with a current value growth of 11% in 2016. The growth was due to rising consumer price-sensitivity coupled with ongoing expansion in the leading players’ store networks. Luxury discounting was also a factor.
In the competition for the markets, Tesco continued to be a strong leader in grocery retailers with a 21% value share in 2016. Part of Tesco’s competitive edge came from having a presence in a number of channels. It led with a 24% share in convenience stores, 36% in supermarkets and 20% in hypermarkets along with its presence in forecourt retailers.
In spite of these strong figures, Tesco still felt the impact of discounters and online sales, losing a third of a percentage point in value share in overall grocery retailers in 201…
For years, one of the tenets of understanding the customer journey was the need to learn more about the customer experience at every touch point. That is, retailers needed to know about every point of contact that a person has with your store and your brand.
You need to know how they find your business. Is their first touch point a billboard, a sign outside your store, an advertisement, a Facebook post, or a tweet? How does your typical shopper find his or her way into your bricks and mortar store? The touch point is any point of contact that a consumer has with your brand – before, during, and after they make a purchase (or don’t make a purchase). Seeing an advert on television or reading a message on the side of a bus counts as a point. So does reading a Facebook post.
Think of the journey in terms of the customer lifecycle from initial point of contact through to customer service and satisfaction. With the technology of today and the dramatic shift…
If you are going to grab a soft drink or a box of tissues, chances are that you won’t bother comparison shopping. You are thirsty now or know you will be soon and you want your favourite soft drink. You just buy it. Quite simply, consumers buy out of necessity (you need shampoo) or habit or because these items are part of their everyday way of being. These low cost fast moving consumer goods have low profit margins but a huge volume of sales.
How can a retailer effectively market these fast moving items? Is it worth it because the profit margin is so low? I’m Phillip Adcock and I’d like to answer some of your questions. For now, let’s think about trends. What are the current and upcoming fast moving consumer goods?
In 2014, trends in FMCG included things organic, interactive marketing, and social media. Go natural, get your name on a bottle of Coke, share a hashtag on Facebook. That was then. What about now? According to Grocer Jobs, the 2017 t…
In 2017, it makes sense to think that the right social media campaign will increase sales. There has never been a time like now to reach into the homes and hearts of consumers.
The catch is that companies need the right information so that they can tell consumers about their products and brands in an enticing manner. This typically involves the four Ps of marketing. These are product, price, place, and promotion. How do we know which choices we should make as retailers? Research. That’s the answer. Retailers need to understand shopping behaviour.
One traditional way of gaining insight into the customer experience is through a focus group or a questionnaire. Retail market research services asked customers what they liked, what triggered them to reach the point of purchase, take the big step and buy.
It seems like a reasonable way to approach the issue. To carry out effective brand advertising, you need to know what it is that appeals to the consumer. Th…