shopper in-zicht - trade marketing association · the store has become a medium and is crucial as...
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![Page 1: Shopper in-zicht - Trade Marketing Association · The Store has become a medium and is crucial as point of purchase 5. The Shopper as starting point is different for retailer, manufacturer,](https://reader036.vdocuments.mx/reader036/viewer/2022071007/5fc4475a0ad7a024573d0514/html5/thumbnails/1.jpg)
Shopper in-zicht
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The Shopper Decision Cycle®
1.The Reason
2.The Process
3.The Drivers
4.The Tools
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Why a Shopper Marketing Model?
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Retailer
Shopper"I buy it"
Brand Owner
Consumer"I use it"
Consumer behaviour is different from shopper behaviour
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Shopper has become independent, well informed and less loyal
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The Shopper is hard to be reached by media
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• Measuring the instore decision making of shoppers;
• ±70% instore decision rate
The Store has become a medium and
is crucial as point of purchase
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Why a Shopper marketing model?
1. Consumer behaviour is different from shopper behaviour
2. The Shopper has become independent, well informed and less
loyal
3. The Shopper is hard to be reached/to be influenced by media
4. The Store has become a medium and is crucial as point of
purchase
5. The Shopper as starting point is different for retailer,
manufacturer, POP-supplier and media consultant.
6. Shopper (marketing) buzz word / we need practical modeling
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Goal …
More shoppers
Basket increase
To shop more often
Higher
expenditures
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The Shopper Decision Cycle
1.The Reason
2.The Process
3.The Drivers
4.The Tools
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The traditional decision process
• Like a funnel
• Does not reflect the actual process or how to influence it
• Need for more tools and currencies to measure effectiveness
• It does not include all parties involved.
PurchaseEvaluationInformationNeedAfter-Sales
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Requirements for a new model
• Has to include all parties involved
• Has to include all retail sectors
• Has to include all types of shopper behavior
• Has to link with consumer behavior model(s)
• Has to be measurable
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Shopper Decision Cycle®
Shopper
Experience
1
2
34 5
6
7
8
TRIGGER
Userexperience
Brand awarenessBrand attitude
Evoked set
Consumer
Experience
Bosma, Koelemeijer, Nauta & Oosterlee.September 2009
Buying intention Purchase
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Shopper Decision Cycle®
Phase 1: Purchase intention
Description: Consumer has some urgency that has to be solved by
buying something.
Goal: Solving or filling in a need.
1
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Phase 2: Shopping planning
Description: Consumer „plans‟ destination need and combines
this if appropriate with other shopping
Goal: Efficiency in shopping trips
Shopper Decision Cycle® 2
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Phase 3: Channel decision
Description: Consumer decides on most appropriate retail type
Goal: Best channel to fulfill this specific need
Shopper Decision Cycle® 3
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Phase 4: Format decision
Description: Consumer decides which banner to visit.
Goal: Best store for this specific need and shopping trip.
of It‟s
Shopper Decision Cycle® 4
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The Instore Shopper Decision Cycle®
5. Searching
6. Finding
7. Considering
8. Purchasing
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Phase 5: Searching
Description: Looking for the category in – store.
Goal: Time management
Shopper Decision Cycle® 5
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Phase 6: Finding
Description: Attract attention / Create Impact
Goal: Do the attention points match with my need?
Shopper Decision Cycle®6
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Phase 7: Considering
Description: Making up my mind; comparing; reading so I can take
my purchase decision.
Goal: This product / brand satisfies my needs.
Shopper Decision Cycle®
7
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Phase 8: Purchasing
Description: Putting the product in the basket or arranges it to be
delivered.
Goal: Final decision satisfying needs.
Shopper Decision Cycle®8
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Shopper Decision Cycle®
Shopper
Experience
1
2
34 5
6
7
8
TRIGGER
Userexperience
Brand awarenessBrand attitude
Evoked set
Consumer
Experience
Bosma, Koelemeijer, Nauta & Oosterlee.September 2009
Buying intention Purchase
![Page 24: Shopper in-zicht - Trade Marketing Association · The Store has become a medium and is crucial as point of purchase 5. The Shopper as starting point is different for retailer, manufacturer,](https://reader036.vdocuments.mx/reader036/viewer/2022071007/5fc4475a0ad7a024573d0514/html5/thumbnails/24.jpg)
The Shopper Decision Cycle
1.The Reason
2.The Process
3.The Drivers
4.The Tools
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What are the drivers?
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Shopper background
Knowledge:
•User experience
•Product knowledge
•Etc
Involvement:
•Category
•User
•Decision maker
•Etc.
Attitude
•Rational
•Emotional
•Etc.
Profile
•Demographic
•Psychographic
•Etc.
Impact on
Shopper
decision
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Retail situationLocation:
•Proximity
•Competition
Etc
In store:
•Routing
•Easy to find
•Etc.
Attitude towards retailer
•Price perception
•Assortment perception
•Etc.
Other factors
•Friendly staff
•Parking
•Etc.
Impact on
Shopper
decision
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Productcategory
Impact on
Shopper
decision
Market positioning
•Number of brands
•Market share
•Etc.
Involvement in process
•Low/High
•Cognitive/Affective
•Etc.
Attitude towards brand
•Price
•A-Brand versus Private Brand
•Etc
Other factors
•Service
•Environment
•Etc.
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Other factors
Season
Holidays
Recession
Trends
Weather
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Shopper Decision Cycle®
Shopper
Experience
1
2
34 5
6
7
8
Consumer
Experience
Shopper
background Retail
Product
categoryOther
factors
Bosma, Koelemeijer, Nauta & Oosterlee; September 2009
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The Shopper Decision Cycle
1.The Reason
2.The Process
3.The Drivers
4.The Tools
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So What?How to use the tools?
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Depends on who asks
• Retailer
• Brand manufacturer
• POP-supplier
• Media consultant
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TOOLS for the retailer
34
Insight in: To be explained by:
1. Buying intention
Urgency:
Out of money after the
holidays
2. Purchase planning Type of shopping trip (main)
3. Channel decision Evoked set of retail types
4. Format decision Evoked set of banners
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Insight in: To be explained by:
Tools
Drivers for effectiveness are:
Location / Message / Design
5. Searching NavigateInstore Media Mix:
(lots of) Signing
6. Finding Informing
Instore Media Mix:
Gondola end
Shelfmaterials
7. Considering InspiringInstore Media Mix:
Instore Promotions
8. Purchase Activate ! Discount
TOOLS for the retailer
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TOOLS for the brandmanufacturer
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Insight in: To be explained by: Tools
1. Buying intentionUrgency:
out of shampoo
Product Strategy:
30% more content
2. Purchase planningType of shopping trip
(daily, main, solo)
MarCom:
Mass Media
3. Channel decision Evoked set of retail types
MarCom:
Mass Media
Trade marketing:
Door-To-Door folder
4. Format decision Evoked set of banners Distribution strategy
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Insight in: To be explained by:
Tools
Drivers for effectiveness are:
Location / Message / Design
5. Searching NavigateInstore Media Mix:
Signing (mostly done by retailer)
6. Finding Informing
Instore Media Mix:
Packaging (!)
(Gondola end) displays
Shelf materials (?)
7. Considering Inspiring
Instore Media Mix:
Packaging
Sampling
8. Purchase Activate ! Message “25% gratis inhoud”
TOOLS for the brandmanufacturer
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Tools for the pop supplier
38
Instore innovations
Service
Conversations with
retailers/manufacturers
Fulfillment
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Tools for the media consultant
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Linking outstore
with instore media
Measuring instore
effectiveness
Measuring
effectiveness
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Validatie in de praktijk
• Vleeswaren
• Chocolade
• Bier
• Dierenvoeding
• Koek
• Maaltijdoplossingen
• Tijdschriften
• Bloemen en Planten
• Koffie en thee
• Snoep
• Vruchtensap
• Non food! (parfum)
• …en ….
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WINE CASE
41
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Technique: Focus groups
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Purchase intention
Need something
nice for weekend
1
Source: Photo is fictive, rest based on real data by POPAI instore eye tracking research 09-2009
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Purchase planning
Shopping list
When: Thursday
Combine: weekly and
weekend shopping
Needed items: Wine etc.
2
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Channel decision
Super market
or
Wine
specialist
3
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Format decisionDelhaize,
Aldi, Lidl en Colruyt
Delhaize
4
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Searching 5
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Impact Ratio•Actiedisplay: 23%•Tafeldisplay: 27%•Kopstelling: 38%•Schapmateriaal: 14%•Schapkaarten: 3%•Plafondkaarten: 2%
Also Engagement and Conversion Ratios
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Effects of instore media on shopper behaviour
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Definition of Terms
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• Evoked set of brands and retailtypes and banners
• Analyses of shopping list / basket size and - content
• Buying intention versus actual purchase analyses
• The Instore Decision Rate
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Comparison between planned and actual behaviour.shows the extent of planning
ENTRY EXIT
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From 1 respondent to influencers
N=1 Population
Profile
=
Open for suggestions
= driver
= =
Developing tools
to influence
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TOOLS for the retailer
52
Insight in: To be explained by:
1. Buying intentionUrgency:
Speciale gelegenheid
2. Purchase planning Type of shopping trip (main)
3. Channel decision Evoked set of retail types
4. Format decision Evoked set of banners
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Insight in: To be explained by:
Tools
Drivers for effectiveness are:
Location / Message / Design
5. Searching Navigate Signing
Spandoeken
6. Finding Informing
Schappresentaties
Gondola displays
Semi permanente
displays
7. Deciding Inspiring Wijnproeverij
8. Purchase Activate ! Discount
TOOLS for the retailer
5+1
Op Alle Wijnen