![Page 1: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/1.jpg)
Collin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University
Department of Marketing
Top Shopper Marketing Tricks for Supermarket Dietitians
![Page 2: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/2.jpg)
Top Shopper Marketing Tricks for Supermarket Dietitians
Big Thank You!!
Barbara Ruhs & Georgia Orcutt
![Page 3: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/3.jpg)
The Whole Presenta.on in 1 Slide
• 1. What is Shopper Marketing? – Shopper Marketing For Dieticians
• 2. How we Shop
• 3. How do we Know What and How Much to Buy?
• 4. Top Shopper Marketing Tricks for Supermarket Dietitians
• 5. Future Shopper Marketing Nutrition Interventions
![Page 4: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/4.jpg)
Pop Quiz!! • What is shopper marketing?
• What percentage of your grocery shopping is unplanned?
• How much fruit and vegetables is appropriate for you to buy?
![Page 5: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/5.jpg)
What is Shopper Marketing?
Understanding the psychology of “shoppers” and the behavior of “shopping”
• Fastest growing sector of manufacturer and retail marketing • New way to increase economic sustainability
• Fundamentally different approach
Markus Stahlberg Toby Desforges Mike Anthony
![Page 6: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/6.jpg)
Shopper Marke+ng for Die+cians
1. Improve Nutri+on (60% all food purchases) 2. Keep constant (or decrease) shoppers’ budget 3. Keep constant (or increase) store profitability
Fresh Fruits and Vegetables
![Page 7: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/7.jpg)
Shopper Marke+ng for Die+cians
1. Improve Nutri+on
Fresh Fruits and Vegetables
![Page 8: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/8.jpg)
Shopper Marke+ng for Die+cians
2. Keep constant (or decrease) shoppers’ budget
Fresh Fruits and Vegetables!!
• Budgets are generally fixed by the time reach the store. SM shifts purchases in existing budget
![Page 9: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/9.jpg)
Shopper Marke+ng for Die+cians
3. Keep constant (or increase) store profitability
Fresh Fruits and Vegetables!!
• Fresh F&V generally higher margin (~30%).
![Page 10: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/10.jpg)
How We Shop
+ = Financial Resources
Grocery Store Expenditures
+ + +
![Page 11: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/11.jpg)
How We Shop
Grocery Store Expenditures
+ +
• Planned purchases deliberative and committed– 50% of purchases
![Page 12: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/12.jpg)
How We Shop
Grocery Store Expenditures
+ +
• Forgotten Needs & Unplanned
wants
50% of all purchases unplanned purchases
![Page 13: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/13.jpg)
How We Shop
Grocery Store Expenditures
+ +
• Government benefit inefficiencies (e.g., 21% of F&V WIC benefit unused)
![Page 14: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/14.jpg)
How We Shop
Grocery Store Expenditures
+ + We focus our Shopper Marketing Efforts here • Forgotten Needs & Unplanned wants
(easiest to change)
![Page 15: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/15.jpg)
How Do We Know What (and how much) to Buy?
Can people use nutrition facts panels, profiling, and “facts up front?”
This is what shoppers face!
And this!!!
![Page 16: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/16.jpg)
• Which would lead you to buy more?
– Limit 18/person vs. No Limit/person
– 4 for $4.00 vs. 1 for $1.00
How Do We Know What (and how much) to Buy?
Grocery Stores Set Norma+ve Purchasing Behavior
![Page 17: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/17.jpg)
Grocery Stores Set Norma+ve Purchasing Behavior • What if we set NORMS in the grocery store for more nutri+ve
foods?
How Do We Know What (and how much) to Buy?
3 Examples of Top Shopper Marketing Tricks
![Page 18: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/18.jpg)
Top Shopper Marketing Tricks Example #1
![Page 19: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/19.jpg)
The Half Cart
1. Salient 2. Easy to Interpret 3. Easy to Compare Against Current Behavior
Example #1
![Page 20: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/20.jpg)
Example #1 The Half Cart
76%
Produce
102%
F&V
Everything Else
11%
Sweet & Salty Snack
27%
Total Purchases No Difference
![Page 21: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/21.jpg)
Example #2
![Page 22: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/22.jpg)
Example #2: Floor S+ckers(or Mats)
1. Salient 2. Easy to Interpret 3. Easy to Compare Against Current Behavior
Follow green
arrow for a healthy
[weight]
Follow green arrow
for your [health]
Follow green
arrow for a healthy
[heart]
![Page 23: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/23.jpg)
Example #2: Floor S+ckers(or Mats)
10%
Produce
Total Purchases No Difference
• Collec+on of 207,633 person grocery store transac+ons as daily sales reports
![Page 24: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/24.jpg)
Example #3
![Page 25: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/25.jpg)
Example #3: Grocery Cart Placards
1. Salient 2. Easy to Interpret 3. Easy to Compare Against Current Behavior
![Page 26: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/26.jpg)
Example #3: Grocery Cart Placards
10%
Produce
Total Purchases No Difference
![Page 27: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/27.jpg)
Shopper Marke+ng for Die+cians 1. Improve Nutri+on 2. Keep constant (or decrease) shoppers’ budget 3. Keep constant (or increase) store profitability
How Did We Do?
![Page 28: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/28.jpg)
A Look into Future Research
Mirrors in Shopping
Carts Traffic
Signs in Grocery
Store
Create Contrast in
Produce Isle
![Page 29: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/29.jpg)
Create Contrast Effects in Produce Aisle
![Page 30: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/30.jpg)
Create Contrast Effects in Produce Aisle
What? Change price percep+ons in the produce sec+on. Why? Individuals will evaluate F&V prices more favorably in comparison to compe+ng alterna+ves (i.e., subs+tutable goods) How? Add (comparison) signage in the produce isle. Adver+se expensive (subs+tutable) items in proximity.
![Page 31: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/31.jpg)
Traffic Control in the Grocery Store
What? Use authority-‐related norms to change behaviors. Why? Traffic signs are easily recognizable rules that individuals obey in daily life without ques+oning. How? Add signs to create and direct traffic in the produce isle. Create game-‐like environment.
![Page 32: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/32.jpg)
Nudged to the Produce Isle by a Look in the Mirror
What? Increase self-‐awareness of own physical appearance at POP. Why? Individuals will integrate relevant informa+on in decision-‐making How? Add mirrors in grocery cart/ produce sec+on/ store entrance -‐ Mirrors can vary in size/accuracy
![Page 34: Top Shopper Marketing Tricks for Supermarket Dietitians · PDF fileCollin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University Department of Marketing Top Shopper Marketing](https://reader031.vdocuments.mx/reader031/viewer/2022030420/5aa729707f8b9a6d5a8befd2/html5/thumbnails/34.jpg)
References • Aiken, Leona S. and Stephen G. West (1991), “Mul+ple Regression: Tes+ng and Interpre+ng Interac+ons,” Sage Publica+ons, Thousand Oaks CA. • Assael, H (1970), “Segmen+ng Markets by Group Purchasing Behavior: An Applica+on of the AID Techinque,” Journal of Marke+ng Research, 7, 153-‐158. • Andrews, J. Craig, Richard G. Netemeyer, and Scot Burton (1998), "Consumer Generaliza+on of Nutrient Content Claims in Adver+sing," Journal of Marke-ng, 62 (4), 62-‐75. • Balasubramanian, Siva K. and Catherine Cole (2002), "Consumers' Search and Use of Nutri+on Informa+on: The Challenge and Promise of the Nutri+on Labeling and Educa+on Act," Journal of Marke-ng, 66 (3), 112. • Breiman, Leo, Jerome Friedman, Charles J. Stone, R.A. Olshen (1984), "Classifica+on and Regression Trees," Wadsworth Interna+onal, Belmont CA • Casagrade, Sarah S., Wang, Youfa, Anderson, Cheryl, and Tiffany L. Gary (2007), "Have Americans Increased their Fruit and Vegetable Intake?" American Journal of Preventa+ve Medicine, 32(4), 257-‐263. • Jacob Cohen (1988), "Sta+s+cal Power Analysis for the Behavioral Sciences," Hillsdale, NJ: Lawrence Erlbaum. • Federal Trade Commission (1994), "Enforcement Policy Statement on Food Adver+sing." • Federal Trade Commission (2008), "Marke+ng Food to Children and Adolescents: A Review of Industry Expenditures, Ac+vi+es, and Self-‐Regula+on," Report to Congress • Federal Trade Commission (2009), "Guidance for Industry: Leter Regarding Point of Purchase Food Labeling." • Fielding, Alan H. (2007), "Cluster and Classifica+on Techniques for the Biosciences," Cambridge University Press, New York NY. • Fisher, Shannon and Kris+na Day (2008), "In the Aisles: Making Sense of Nutri+on Symbols," Obesity Management, 4, 160-‐164. • Food and Drug Administra+on (1994), "Guide to Nutri+on Labeling and Educa+on Act (NLEA) Requirements." • Ford, Gary T., Manoj Hastak, Anusree Mitra, and Debra Jones Ringold (1996), "Can Consumers Interpret Nutri+on Informa+on in the Presence of a Health Claim? A Laboratory Inves+ga+on," Journal of Public Policy and Marke-ng, 15 (1), 16-‐27. • Ghani, WaQar I, and Nancy Childs (199), "Wealth Effects of the Passage of the Nutri+on Labeling and Educa+on Act of 1990 for Large U.S. Mul+na+onal Food Companies," Journal of Public Policy and Marke+ng, 18 (2), 147-‐158. • Pappalardo, Janis K and Debra Jones Ringold (2000), "Regula+ng Commercial Speech in a Dynamic Environment: Forty Years of Margarine and Oil Adver+sing Before the NLEA," Journal of Public Policy and Mangagement, 19, 74-‐92. • Parmet, Wendy E. and Smith, Jason A (2007), "Free Speech and Public Health: A Popula+on-‐Based Approach to the First Ammendment," The Loyola of Los Angeles Law Review, 39, 363-‐446. • Payne, Collin R., Kent D. Messer and Harry Kaiser (2009), "Which Consumers are Most Responsive to Media-‐Induced Food Scares?" Agricultural and Resource Economics Review, 38(3), 295-‐310. • Pomerleau, Joceline, Lock, Karen, Knai, Cecile, and Mar+n McKee (2005), "Interven+ons Designed to Increase Adult Fruit and Vegetable Intake can be Effec+ve: A Systema+c Review of the Literature," The Journal of Nutri+on, 135, 2486-‐2495. • Ratner, Rebecca K., Dilip Soman, Gal Zauberman, Dan Ariely, Ziv Carmon, Punam A. Keller, B. Kyu Kim, Fern Lin, Selin Malkoc, Deborah A. Small, and Klaus Wertenbroch (2008), "How Behavioral Decision Research Can Enhance Consumer Welfare: From Freedom of Choice to Paternalis+c Interven+on," Marke+ng Leters, 19, 383-‐397. • Rothschild, Michael L. (1999), "Carrots, S+cks, and Promises: A Conceptual Framework for the Management of Public Health and Social Issue Behaviors," Journal of Marke-ng, 63 (4), 24-‐37. • Saloojee, and Elif Dagli (2000), "Tabacco Industry Tac+cs for Public Policy on Health," Bulle+n of the World Health Organiza+on, (7) 78, 902-‐910. • Seymour, Jennifer D., Yaroch, Amy L., Serdule, Mary, Blanck, Heidi M., Khan, Laura K. (2004),"Impact of nutri+on environmental interven+ons on point-‐of-‐purchase behavior in adults: a review,”