5 Basics about Shopper Marketing you should know

Author: Daliping Zhang Xiuwen

15 years ago, and an advertising company to talk about the future of marketing trends, the boss said the future of the marketing main battlefield in the shop, research shop People's behavior will be very valuable, is to find out how they in front of the display shelves to buy details, and then how to motivate them to buy. In today's words, is the shopper marketing. Now, shopper marketing is not a new word, but looking back, in the consumer research heyday, marketing mainly through the mass media dissemination of the year to put forward such a view is indeed forward-looking.

With the rise of large data, mobile interconnection and socialized commerce, O2O has become the strategic layout of many consumer goods companies and channels, such as how to create online and offline experience stores, and how to encourage shoppers to share and disseminate their shopping experiences. Therefore, for the realization of consumer to shopper changes also become a lot of companies chasing the goal, companies will put more marketing resources into the sales channels.

Shopper research encounters new opportunities and challenges in the age of socialization, so Socialbeta United Csg-envirosell, launched the "Why We buy– Shopper Marketing" column to transform the way consumer companies and distributors think and act in a socialized business context, More accurate capture shopper behavior for market research and marketing consulting.

1. Shopper Marketing is an extension of traditional marketing

In fact, shopper marketing is a natural extension of traditional marketing, which began in the 1990s and was first introduced to China by the United States. Prior to this, international companies in the traditional marketing model for the mass consumer is: based on consumer research, product innovation, through the mass media communication, strengthen the positioning of differentiated or brand image, pull consumers to buy, such as Procter and Gamble, Unilever, Colgate, Wrigley and so on. Marketers usually focus on early product creativity, positioning, and marketing mix design before they go public. And the local strength brand business model is the terminal to win, through intensive cultivation to establish a strong distribution system, from a first-line city to the township, to achieve high efficiency in the breadth and depth of the product distribution in the country, at the same time, with a large number of channels for advertising campaigns to promote distributors and retailers of order confidence, such as Wahaha, Haier, Jinjiang Department of clothing and Sports brands. Marketing staff focus on the channel ordering and CCTV ads.

With the continuous improvement of productivity and the transition supply of products, enterprises to solve the "sell what" problem, but "how to sell" the problem is more and more prominent, channel-oriented marketing model and consumer marketing model of the marginal utility of diminishing, in this context, some large international companies began to pay attention to the marketing efforts of shoppers, the first P &G Company application is more extensive.

To support the needs of shopper marketing decisions, many international companies specialize in shopper Insight (Shopper Insight Division), with a familiar list of Procter and Gamble, Unilever, AIDS, Philips, the United States, and Johnson. Unilever even pioneered the word shopper insights, widely recognized as the cornerstone of shopper marketing. According to the recent industry knowledge, many enterprises in the shopper marketing investment growth of more than 21% per year. For example, the company, which invests at least 500 million dollars a year in shopper marketing. In the US, the company's customer marketing team can be seen as a pioneer in shopper marketing. They specifically set up a simulated retail environment lab to observe and study shoppers ' shopping behavior, and they believe that the most reliable market research in the store and consumer's home. In Europe, there are also a lot of companies in the practice of shopper marketing, including Unilever, Beiersdorf (Beiersdorf) and so on. Now this "discipline" is being promoted, developed and matured by organizations like phenomena (Europe's first shopper marketing agency), Envirosell (the top American shopper research consultancy).

2. Shopper Marketing to solve any problem

Buyer marketing mainly helps manufacturers and retailers solve the following problems:

Channel optimization (channel Strategy) store diagnostics (store clinic) category Power Management (Category Dynamics) shelf space display planning and management (planogramming) layout efficiency management (facing) store design and layouts ( Re/design and Re/layout) window (window leveraging) moving line (Path leveraging) hotspot (Hotspot leveraging) first destination (primary destination Leveraging) sales, stacker and promotional management (POSM, TG, promotion) Price/price reduction Management (Pricing) Marketing Management (PG talk Term) in-store advertising communication (BTL Communication online flagship store shopping experience Promotion (on-line flagship store UX) o2o/o2m Collaborative management (O2O/O2M Synergy) 3. The focus of shopper marketing is on women

Paco Underhill, the originator of shopping, says in his book, "Why Shoppers Buy (upgrade): The new Era's retail Bible", which is hailed as the retail Bible: shopping is always closely related to women. Shopping is female. If the manufacturers or retailers do not meet the needs of women, they may be thrown into Darwin's "garbage bin", like dinosaurs disappeared from the earth.

The real understanding of shopping philosophy is women, they are in the shop is not simply to complete the shopping task, but in the search for real emotional expression. Women spend a lot of time picking out things that can express their feelings. Online "buy gap pants" the image of the puzzle to deconstruct the difference between men and women shopping: men go straight to the counter, quickly find the things they want to buy, buy something to walk, time consuming 6 minutes, spend 900 yuan; women spend 3 hours and 26 minutes stroll through all brand counters, and finally cost 19,950 yuan Far beyond the plan to buy a gap pair of trousers. As a result, women are more demanding than men in shopping environments (men's eyes are divided between chairs and chairs), especially for space. Manufacturers or retailers must understand these needs, design product display or layout, for example, women do not want to look at the ground to the waist below the things, fear of squatting when the buttocks were hit, that is, "hip phobia." In addition, women like in a recessed "dead end" or isolated space to stay shopping, so do not worry about being squeezed, there is a sense of protection.

In terms of shopping behavior, 70% of women shoppers carefully study the product before deciding to buy something, especially the new product. The survey found that 91% of women shoppers read the contents of the package, 42% read the contents, and 8% read the contents on both sides. Reading takes time and time requires space, which means that it is important to have a comfortable and undisturbed space before or before the shelves. If a woman doesn't feel well, she won't stop for a second, and of course she won't buy the product that needs to be studied.

Remember to focus on women.

4. Shopper Insights are the cornerstone of shopper marketing

Along with shopper marketing, shopper research has emerged over the past more than 10 years, becoming a hot topic for market research.

Based on shopper research, insight into the shopper's shop behavior, purchase motives, trigger the purchase of "truth moment" to help customers in the retail terminal display, layout and sales strategy to provide practical improvement measures to improve customer competitiveness and customer loyalty in the retail terminal, to achieve the 3M target, that is, to attract more customers (more Customers), attract customers to buy more (more volume) and promote more cross purchase (more categories)

The method of observation is the core method of shopper research, which has been widely used in Envirosell and has become a unique advantage. For the past 28 years, Envirosell has watched millions of shoppers around the world. Envirosell believes: Insights from nature (shopper insight from shoppers in sight) the natural shopping environment makes shoppers more relaxed, behavioral and motivational more realistic, through on-site observation, detailed analysis of the shopper every shopping details, Intuitive understanding of the shopper and shopping environment interaction between the same time, combining qualitative methods to accompany shopping, decoding the motives behind the behavior.

The form of observation is flexible and varied, including: experimental and non experimental observation, structural and unstructured observation, direct and indirect observation, artificial and instrumental observation, etc.

Adidas,microsoft,apple,sony, home Depot,muju and other brands attach great importance to shopper insights, they commissioned a professional shopper research advisory body to observe the thousands of shoppers every year in the store behavior, motivation and shopping experience for the store design/redesign, Rack space planning and layout, in-store advertising and help-pin design provide direction and track verification of the design and layout of the sales promotion effect.

5. The digitalization and social trend of shopper marketing

With the current network shopping, mobile terminal shopping and social media popularization, the shopper marketing environment has undergone great changes:

On the one hand, the Internet/mobile internet largely determines the behavior of shopping. Nowadays, people can get shopping information and many choices before they go shopping, so they leave their choices in the decision-making process, which means that most purchase decisions are made by shoppers before they reach the shelves.

On the other hand, the internet opens up new retail channels.

Now, customers not only have an array of goods to buy, there are multiple ways to buy and different retail channels (entity or virtual) can choose. Now a typical mother and infant product purchase process is like this: Consider buying è online collection product information/consulting friends around the È shop site to understand the product è line below the online price è search line on whether there is a reduction or promotional activities è determine online or offline purchase.

Shoppers are no longer loyal to a single contact channel, but look forward to seamless integration of networks, social media, mobile media, and physical stores, although achieving this will be a challenge.

Shoppers are no longer just shoppers, but also eshopper, shopping is increasingly solomome (social, local, mobile, meconsumer), shopping motivation is no longer just to be a savvy shopper, but more focus on participation, interaction, sharing, "drying", Reward yourself and personalize your consumption. Only those who pay attention to customer experience can be unique in the fierce competition. By deeply studying shopper's purchasing behavior in entity or virtual retail channel, to enhance the quality of customer experience, the retail terminal can be upgraded from single selling function to Enterprise's winning strategic weapon.

Via:socialbeta