Have you ever thought why some of the Store use light patterns and music while shopping? Have you ever bought the products which you were not thinking of buying at all? You might feel weird; that why I am asking this to you; this is the part of shopper marketing. Now let us know about this term of in-depth.
WHAT’S IN IT
- Definition of Shopper Marketing
- What is Shopper Marketing?
- Consumer Behaviour
- Tactics of Shopper Marketing
- Principles of Shopper Marketing
Definition of Shopper Marketing
We are not going to talk about the theoretical Definition of Shopper Marketing. We will be discussing the simple definition in simple words. In simple terms, Shopper Marketing is the type of marketing done at the point of sale of the product; whether it may be at an offline store or an online store, it also drives customers to the store or product.
What is Shopper Marketing?
Whenever we go for dinner at a decent restaurant, we can notice some music playing in the background and also we can see some patterns of lights. These all create a mood of the consumer to eat more food, which finally benefits the profits of the restaurant. Now, this was done on the spot, that is on the point of sale. The consumer would have fixed his products and entered the restaurant, but the marketing techniques of the restaurant have changed the mind of the consumer and made it to order more. This type of marketing strategy is Shopper Marketing.
There are so many types of marketing techniques and tactics out there. However, none of them is as close to the point of sale as the idea of shopper marketing. It is all about addressing customers in the aisles and departments as they are filling their carts and preparing to check out.
It is useful to think of consumer marketing as a passive concept, where you are advertising to Shoppers on television, in print, and online media to build awareness about your brand. Shopper marketing is more functional; you will meet buyers at their decision-making point and help them over the final stage to purchase your product.
Brands benefit more from shopper marketing techniques by conveying a message that influences consumers at the point of sale. This type of marketing tactic brings more sales and creates lifelong customers.
Marketers test and study shopper behaviour while he is in the mood of shopping. This is critical for several reasons, but there are two important ones. It is this section that demonstrates the added value of shopper marketing. It is the part of marketing that helps shopper marketers understand the importance that shopper marketing brings. This concept of Shopper Marketing will boom in the future because nearly 70% of the consumers make buying decisions after visiting the store.
The conversion created by changing the behaviour of shopping depends on the impact it has on consumption. However, for example, if I see something in the store that influences me to buy, let’s say, a pack of chips when I had not planned to buy them: and then I go on to consume them. Many of the companies in the world are focusing on this method of marketing. Because the major process of converting the consumer will be at the store when he purchases the product, this method of Shopper Marketing is used by both retailers and manufacturers.
The retailers make their store look neat and pleasant, and they change places of products accordingly. The manufacturers make the consumer reach the store by advertising their product and using colour psychology in the packing of the product.
It is one of the most important aspects to be understood in Shopper Marketing. It studies and examines the consumer and his choices across the products. Here the emotional, physical, psychological factors are taken into consideration. Consumer Behaviour can be manipulated in these days. A consumer who enters a store to buy a Chocolate will end up purchasing other things together with chocolate because he gets managed to buy more when he comes to the store. The primary plot of Shopper Marketing is to change the behaviour of the consumer at the time of sale. It makes the shift in consumer his decision and buy more and spend more, which leads to the benefit of the company.
Studying shopper behaviour is crucial because, in this way, retailers and manufacturers can understand what effects the consumers’ buying commitment. By examining how shoppers decide a product, they can fill the gap in the market and recognize the products needed and the products which are out of date. Studying consumer behaviour also helps marketers decide how to present their products to produce a maximum impact on the consumer.
Analyzing the buying behaviour of the consumer is a secret to reach and engage with your clients and influence them to purchase your product. We should think from the other side that is the customer side to understand his behaviour, such as what do they buy? Where do they buy? How do they buy? When do they buy? What makes them buy? By these questions, we can understand the behaviour of the consumer in Shopper Marketing. Nowadays, companies use data to analyze consumer behaviour.
Also You can Read our Blog On Consumer Behaviour Process
Analysis of data
A consumer behaviour analysis should reveal:
- What the consumer thinks and how he feels about different alternatives to our product.
- What effects the consumers to choose various options;
- Consumers’ actions while researching and shopping;
- Consumers’ environment (friends, family, etc.)
There significant factors that influence consumer behaviour are :
1. Personal factors: An individual’s interests and opinions that can be influenced by demographics (age, gender, culture, etc.).
2. Social factors: Social Factors like Friends, Family, Social Media, Education level, income level influence consumers’ behaviour while buying.
3. Psychology Factors: Shopper’s response to a marketing message will depend on their awareness and point of view.
Tactics of Shopper Marketing
Have you ever thought of how shopper marketing will drive both sales and brand equity? The best shopper marketing campaigns use various tactics to reach the shopper at multiple points on their path-to-purchase. The following are some examples of the same.
People like you and me go to stores for the demos. Demo Products make more difference; the consumer feels it as pride and takes out the fear of making a purchase you’ll regret. It builds excitement and could even be the first thing you consume when you get home.
Putting up display signs throughout the stores can entice shoppers and influence them to make a purchase. Although Shopping can be stressful, attention-seeking displays make it easier for shoppers to visit the store.
Grocery stores aren’t mad playing music just for fun all day. 90% of people say that they are more likely to revisit a store the experience music, scents, and visuals.
From the coffee aisle to the Super Market, scent pulls you in and makes you buy. If you haven’t considered the atmosphere of your store, it’s time you do. Thus, Shopper marketers can help you to keep shoppers coming back.
Marketing on Social Media
People can’t go anywhere without their phones. As people are walking through stores, they are frequently scrolling through social media websites. You can create geo-targeted advertisements that pop into people’s newsfeeds when they are near your store.
Principles of Shopper Marketing
1. Understanding and working with retailers. An essential element of shopper marketing is to work with crucial retailers to create beneficial shopping experiences for both sides. Hence, That will require a real understanding of the retailer’s attention to new ideas, value, and consistency to individual brands, and their broader strategies or objectives. Shopper Marketing is all about aligning your brand’s interests with the Shopper’s category visions.
2. Deliver the brand promise at every point. Shopper marketing is all about positioning the offline, online, and in-store experience.so, Manufacturers need to make sure that their communications are consistent and integrated from visiting stores and exiting with products from the store. Although, The art of shopper marketing is all about building and understanding the desire and expectation of the shopper right along the shopper journey. But if the purchase experience does not fulfil those promise touchpoints, then it is worthless.
3. Adopting different psychology, Shoppers are separate from customers. The mindset of someone out shopping is poles apart from someone who is watching, listening, or reading advertisements. Thus, Shopper marketing is about giving attention to the in-store experience first and using smart integrated marketing ideas to create touchpoints that seamlessly build to that ultimate experience.
To conclude, Shopper Marketing is a type of marketing technique in which the consumer is target in-store by creating an environment for him to buy more. Here Manufacturers try to make their product better so that consumer gets attracted to the product. Hence, They target the consumer to the store, and here the retailers come into the picture, they modify their store and create a purchasing environment to the consumer