Jul 17, 2015
Martin Moström Strategic Advisor – Shopper Marketing
More than 20 years experience in working with
Shopper Marketing
Editor of three books of Shopper Marketing
Retailers, brands and academia
HOW TO WIN THE IN-STORE BATTLE-
AN INTRODUCTION TO SHOPPER
MARKETING
• Why Shopper Marketing?
• Shopper vs. Consumer – How do we behave In-Store?
• 10 principles of Shopper Marketing
COCKTAIL FACTS
138 000 000 customers every week
Chinas sixth largest export market
One of the largest employers
Market dominance leads to lower prices
If growth continues for 15 years .....
Turnover as large as Japan's GDP, or France and the UK
together (3.2 trillion dollars).
Retail space as large as Las Vegas - one of America's
fastest growing cities.
SUMMARY… • Retail power
• Fragmented media channels
• Technology development
• Downturn in economy
SHOPPER MARKETING
We are a part of the nature
• 98 % av our DNA is the same as a monkeys
• Many of our marketing theories come from experiments
with animals
We love habits
• We repeat most of our human activities
We want control
• Car/aeroplane
• Relation with brand
We don´t have much patience
• 12 sec
• We rather choose something, then spend more time on the
different choices.
THE HUMAN NATURE
We don´t want to feel stupid
• We want to be rational
We forget things
• As long as it is not a habit we tend to forget
We have a lot of feelings
• It is hard to make decisions without feelings
• How many SKU:s does a Hyper Market have?
• How many SKU:s do you buy when you do a stock
up trip?
• How many SKU:s do you buy on a yearly basis?
TAKE 1 MINUTE
UNDERSTANDING SHOPPER
BEHAVIOR IS THE KEY! (Burke et al 2014)
• Eye level is buy level – 60-180 cm
• Less than one second for your sign to be read
• Consumers only engage if a sign is immediately actionable
• People read horizontally in one direction
• People spend 18-40 sec to read signs on a 30 minute shopping trip
• Important to stand out in the shelf and learn how to break the habits…
W H AT I S T H E O N LY T H I N G
Y O U C O N T R O L I N - S T O R E
A S A M A N U FA C T U R E R ?
PACKAGING AND
DESIGN
Make your brand visible with packaging
and design – must be seen
The only item you as a manufacturer can
monitor in-store
Make it unique and make it stand out –
and it will be choosen in-store
Availability
Offer Communication
Create an annual plan and a unique approach to how your brand
is performing in shop. Both the regular POS and Campaign.
1. FROM SHORT-TERM
CAMPAIGNS TO LONG-TERM
STRATEGY
2. DEVELOP YOUR PACKAGING
AND DESIGN STRATEGY
Create brand visibility by having a packaging and design
strategy from a Shopper perspective
4. UNDERSTANDING YOUR
BRAND FROM A CONSUMER
PERSPECTIVE
Create In-Store activities that drive added consumption for the
brand, category and store.
7. CUSTOMIZE OFFER TO
CHANNEL AND STORE
STAFF.
Adapt your campaigns, range to the channel and the store
8. UNDERSTAND THE PATH
TO PURCHASE
Working with a combination of digital and physical
channels – preferably together with the retailers and it´s
marketing tools.
10. COMBINE NUMBERS
WITH INSIGHT - SIMPLIFY
Brand/trade/sales
Retail HK
Store staff
Shopper
AT LAST…
THE LECTURE IN 1 MINUTE!
• Retailers and Shoppers are leading the development.
• 0,5 % of the brands are selected in a Hypermarket.
• The packaging design is the only thing you can control.
• Don´t be disappointed in other people – remember that
we are all animals.