Persuasive Presentations ~ 3 Hooks to Tackle Getting Your Audience's Attention
Getting shopper attention
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Transcript of Getting shopper attention
Getting Shopper
ATTENTION
How retailers & brand marketers engage , inspire & influence shopper at path to purchase through
getting their attention
Contact InformationE-mail . [email protected]
E-mail [email protected]
Mobile . +966567303293
Country: Jeddah, Saudi Arabia
Address: King Road with Herra Street
P. O. Box: 17129
Zip/Postal Code 21484
Basem Bindary
Basem BindaryHead of Business development
GlaxoSmithKline
Jeddah, Saudi Arabia.
1.Inside the mind of shopper
2.Shopper Journey & benefits
3.Draw shopper attention (Merchandise styling Tactics & Tools )
4.Brining emotions to shoppers communication
Agenda
1.Inside the mind of shopper
2.Shopper Journey & benefits
3.Draw shopper attention (Merchandise styling Tactics & Tools )
4.Brining emotions to shoppers communication
1
Whose is your shopper
& what is their mission
What are their driving forces ?
How do they walk in-
store, navigate & search
to find the product
Customer or shopper
OR BUYER
Co
nsu
mer
Before entering the store Sh
op
per Once
they enter
Bu
yer
Once they buy
Customers are concerned more with the product they will buy While shoppers are more concerned with a shopping mission they need to fulfil
Customer to Shopper
Converting
Shopper to Buyer
Converting
Sustain your
shopper loyalty
What does retail
marketers & Brand
marketers Want from
shoppers ?
Switch
Looking to switch shopper buying decision to their brands
Brand Developers
Increase occasions
Looking to trigger a higher frequency of purchases to maximize category revenue
Retailers
Shoppers
Are
Different
Every type of shoppers has a different motives
What are
Emotional
Truth that drive
Shopper behavior
KeeperProvide house with day essential staff like food ..feel enjoy with this responsibility
BankerBudget mindset , believe that shopping trip must end up with as specific spending …he/she looks carefully to prices
SeekerLooking for new ideas to buy , new taste , new product …shopping considered as journey
desperateneed a specific item immediately ….if you don’t have that specific item shopper could be lost immediately
Reluctant dislike shopping trip & want it over quickly
Bargain hunter This shopper is a price mission …& will do everything to cut cost including moving between stores & special
Any shopper type shows 2 main different reactions
Proactive
Reactive
How does shopper make a choice
But how does he or she make that choice
What are the factors influence purchasing behavior ?
At Hypermarket More than 50,000 products on the shelf are competition to catch eye of the shopper
In the same time retailers are doing the best in increase shopper staying time at the store
It all about building the right shopper strategy through Understanding shopping process & shopper behavior
Understanding influential
factor affecting shopper behavior
Building shopper pyramid
Building Right shopper strategy
Life What is shopper life style
Attitude What are their believes & perceptions
MotiveWhat motivate them to buy
Shop How they shop , walk , navigate , Chose
Shopper Pyramid
Path To Purchase
How do they shop ?
At any Typical store you have 3 features areas
• Category Home • Transition area • Impulse area
1ry Category Home
Transition
impulse
How do shoppers arrive at the store
• particular mood to fulfil a certain mission ,
• With an opinion & expectations concerning brand / Stores
• They may have pre-shopping list ( pre-planned purchases )
At Entrance Good First impression comes from the entrance
when they find it stand out differently it is the first positive impression
Walking pattern Some shopper insights show specific behavior when it comes to walking directions like walking anti-clock wise , it vary from shopper to another and from industry to industryRetails plan their floor to achieve directed walking pattern to increase shopper staying time
At Transition At this area shoppers are not yet ready to take their planned purchase decision ..they take short time while orient themselves to the new environmentvariance of temp & light may affect orientation time They still think that there is a better product opportunity inside
At DestinationShoppers get used to look at destination from left to right Starting eye level shelf then move down till reach the planned purchases
What does 20 to 40 millisecond means ?
Eye of shopper
Behaviorists called saccades when eye move & called fixation when eye stop while the eye moves the shopper is virtually blind ….no info registered ,,however because of the speed at which eye do …saccades last for only 20-40 millisecond ..it is eye fixation that consumer research are really interested in
Measuring these fixation allows us to determine which visual stimuli in the store attract and hold the shopper attention…. Customers show different interest towards which stimuli they pay attention & which they don’t
Stoop Level 0-3 feet
Below Eye level 3-4 feet
Eye level 4 -6 feet
Stretch level above 6 feet
RETAILERS divide shelf space into 4 distinct vertical zones
Teens & Coke
Teens as shoppers
Teens place more emphasis on friendship than adult social gathering , they look for event to re-inforce with friends like at Christmas holidays , week ends , they are socially active
They prefer quick to medium shopping trip• Teens leave the discussion while shopping for impulse , they
start to chose in between snacks while the drink on the other hand is personal…once they back to the group snacks and drinks get shared
The drink on hand & snakes on the other ,It is personal Experience
Based on these insights Coca build a new shopper strategy around happiness and giving joy to get their shopper attention
21.Inside the mind of shopper
2.Shopper Journey & benefits
3.Draw shopper attention (Merchandise styling Tactics & Tools )
4.Brining emotions to shoppers communication
Map Your Shopper
JOURNEY
Shopper Journey
Shopper journey should be story telling path in nature , With an objective to maximize shopper staying time
Path To purchase Is the path that every consumer take a steps from the moment of entering the store s till the actual transaction happen
P2P composed of distinct phases where marketers can positively influence the consumer & turn shopper decision process
It is the art of touching & influencing shopper at every stage of path while giving them a motive & reasons to buy
Category Decision Tree
It is the structured way of shopper navigation till they catch the productColor cosmetics shopped don’t look for price 1st , 1st they search in-the store to find the category …then they look after the brand , then the color
It is completely different from Vitamin shoppers who they start with the use 1st
Category Decision Tree
It is the structured way of shopper navigation till they catch the productColor cosmetics shopped don’t look for price 1st , 1st they search in-the store to find the category …then they look after the brand , then the color
It is completely different from Vitamin shoppers who they start with the use 1st
Oral CareShopperJourney
Triggers & Barriers Triggers are motives that make customer think to go for shopping or to buy
Triggers are factors affecting shopper navigation , searching , selection or buying at path to purchase
Safety
• He or she seeking oral health safety
• Ensure good oral care hygiene for my self
• Protect my kids from cavities and gum
Eat Hot & Cold
• He / She needs to freely eat cold or hot drink with pain suffering
Treatment
• Treating Gum bleeding , denture or cavity disease status
Freshness
• She needs to feel sense of freshness as in mouth odor or smell
Attractiveness
• She need to looks beautiful with sexy whitening smile
What are triggers
Which Brand is suitable for my teeth ?Cannot differentiate between types
Many types of brands confused me and create difficulty on navigation
I don't see kids toothpaste or tooth brush and how to use
I don’t easily recognize brush types and used for what ?
What are Barriers
Toothpaste Category
1. Family & Basic care 2. Whitening 3. Sensitivity Care 4. Freshness 5. Natural
Toothbrush 1. Electric 2. Manual ( Soft – Medium – Hard )
31.Inside the mind of shopper
2.Shopper Journey & benefits
3.Draw shopper attention (Merchandise styling Tactics & Tools )
4.Brining emotions to shoppers communication
What are Basic principles that
makes your product
presentation aesthetically
pleasing
Visibility Tangibility
Accessibility Emotionally
driven
Less is more
Visible•Doesn’t mean giving higher space , it is 4 rights …right space , on the right location at the right
quantity in the right mix
•Customers hate looking up & bending down
Accessibility
• Your right height…..Make it easily accessible for shopper to reach
• Consider shopper demographics , right heights
Tangibility
Shoppers recognize what they see ,But they feel what they touch, touching the merchandise helps in creating that kind of emotion
& give a better chance for a shopper to buy
Emotionally driven
Do every Styling action for the purpose of satisfying your customer emotions
What are merchandising & styling tactics to be considered while drawing shopper attention
What you need to consider while Draw Shopper attention
1.Unity : convey a harmonious picture ( merchandising Strategy should follow corporate design guidelines ( color , props , general presentation method ) also shelf with one package size display is perceived more beautiful than shelf holding different sizes
What you need to consider while Draw Shopper attention
2.Balance : convey a Balance of equilibrium We call it shopper optical balance …. The arrangement of all elements ( fixtures , displays , checkouts ) Store visual should be in the state of equilibrium ..visual symmetry
What you need to consider while Draw Shopper attention
3.Rhythm : it leads shoppers eye from
one product to another in specific manner enabling the control of shopper eye movements …. Shopper used experience to create the rhythm … Ex, when sorting merchandise by color you should start with brighter color and end with darkest
What you need to consider while Draw Shopper attention
4.Distance & proportion1. products displays should look great from every angle
What you need to consider while Draw Shopper attention
4.Distance & proportion1. products displays should look great from every angle
AvoidGive Use
Spread
Avoid Display after a display after a display Floor stand after a floor stand a floor stand Gondola End after gondola end after gondola end
Give shopper felling of freedom
Use Use the right styling & Communication tools
Props / POSM
Use the right props / POSM that will catch your shopper attention & connect them emotional to your category /Brand Strategy ,Any prop you will use should carry a mission
Place display accessories close to the category , Shoppers get frustrated when they didn’t find merchandise related to the prop away from it
Locate the displayed product near the prop. Change the prop at regular interval ( seasonal changes )
Use Use the right styling & Communication tools
Props / POSM
Colors
Create color relevancy to connect emotionally with you shopper
Color is re-inforce your category / Brand mission
• Using blue light in the fish section
• Fruits is to be presented in a basket of natural material
Like placing a wood barrel in wine division ..which give the essence & touch screen left often behind to give information
Purity Cleanliness Health
Elegancy Thinner look Depression / death
Strong emotions LoveEnergy Anger Excitement
Warm feeling Cheerful –brightness Spring Attention
Stability Calmness Depth & willing
Relaxation ‘Nature Safety Environmental friendly
Royalty Wealth
Spread sense of real simulation to your product styling to
match your end situation
Spread sense of real simulation Bundle Presentation
75
Bundle presentation is most common cross selling , by presenting products with certain level of relevancy together Relevancy here driven from the perspective of user or use , Bundled presentation leads to desirable consequences for shopper & remind shopper to complete his shopping basket
41.Inside the mind of shopper
2.Shopper Journey & benefits
3.Draw shopper attention (Merchandise styling Tactics & Tools )
4.Brining emotions to shoppers communication
Bringing emotions To shoppersThe role of emotion in decision making process
What is the difference between emotion & feeling
Feelings are conscious subjective
experiences like being happy or angry
Emotions are below conscious awareness
….emotions can be love , hate , attitude , perceptions & behaviors
Find Out your shopper
Emotional Truth
Why it looks beautiful ?
Why it looks beautiful ?
Emotions play a significant role in giving the core sense of beauty
Give Brands moments at the store to communicateVideo
Is there reasons to buy your brand?
What makes pre-planned shoppers leave their shopping list and buy your brand
How can you influence shopper to buy your brand which their were not planning to do
You need to create that reason
Bring Emotions To your Shopper Visual
Communication at 3 positions
Connect with shopper emotional truth
Engage : engage them into brand story
Inspire : Inspire them
Connecting , engaging & inspire shoppers
Sustain Your shopper
Engagement ?Think about ways to retain your shopper engagement
51.Inside the mind of shopper
2.Shopper Journey & benefits
3.Draw shopper attention (Merchandise styling Tactics & Tools )
4.Brining emotions to shoppers communication
5.Measuring shopper efficiency
What is
your
shopper
currency
Money & Time
?
Shoppers measured by the money and time they spend at the store ,The
longer stating time within shopper journey , the more likely to have a
higher opportunity to influence shopper purchases
Measuring shopper efficiency
You can not win your shopper money & time
without getting their attentions
Basem
BindaryHead of Business development,
GlaxoSmithKline
Jeddah, Saudi Arabia
Contact InformationE-mail Address: [email protected]
Mobile Phone: +966567303293
Country: Jeddah, Saudi Arabia
Address: King Road with Herra Street
P. O. Box: 17129
Zip/Postal Code 21484
Basem Bindary
Thank you.
Basem Bindary