Shopper marketing can help improve sales in a tough economy. Here are a few examples:
- SELL TO THE SHOPPER, NOT THE CONSUMER
Shoppers are thinking harder about every item they put in their baskets, so understanding behaviors and motivations is more critical than ever. Consumers use, shoppers buy.
- KNOW YOUR BRAND
Understand how you can make your product essential. Price is a major driver of choice, but it is not the only one. Trust, quality and familiarity are important too. Consider how you can up the benefit and down the price.
- OFFER SOLUTIONS
The final purchase decision is made in favor of the product that provides the most convenient response to shopping needs. If the need is for value, think about themes, co-locations and adjacencies that address healthy meal options for the whole family, or fun nights in that won’t break the bank.
- THE PATH TO PURCHASE
If shoppers are combining their trips or looking for deals, what role do coupons play? Is online a channel for raising awareness? Do retailers’ loyalty programs influence planning decisions? Can radio talk to your shoppers while they drive to the store?
Source: Jonathan Dodd is the director of strategy, retail and shopper practice leader at G2. For the full article, visit promomagazine.com/retail.
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