Shopper marketingfails

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10 insights into shoppermarketing failsin supermarkets, from a report by behaviour analysts, SBXL


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Source: Behaviour analysts SBXL via http://strat-talking.com/li/5

It appears that our choices are influenced by product promotions - but don’t take in the details


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Shoppers pushing trolleys through the aisles are confronted with so many competing posters and signs that they cannot take them all in, according to behaviour analysts



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Research suggests people are influenced by the fact that a product is being promoted, but are less likely to take in the detail



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Mr Adcock, MD of SBXL, said: ‘Our brains just cannot cope with the number of decisions we have to make in a store. We will see a different offer every three-quarters of asecond in a supermarket and we just can’t cope.



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If you are faced with 85 different types of lager in an aisle, the brain just automatically tries to slim that down to a smaller number



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Shoppers are unable to make detailed calculations in-store and so they take shortcuts or start to guess. What they actually do is reduce their choice to anything that stands out above the rest.



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The message to shoppers is to take more time taking in the detail of a promotion in order to understand what the saving is – if any



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The message to supermarkets is that it doesn’t really matter what the offer is as long as the product is visually prominent



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Sales of DVDs priced at £4.24 rocketed when a sign said ‘Two for £10’



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When shop launched BOGOF teabag box deal, 45% picked up just one box



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Sales of a whisky brand in an airport shop rose 30% after a yellow border was put around a sign naming the drink and price. The brain registered this as evidence of a bargain when, in fact, there had been no price cut



STRATTALKING In association with: GD INSPIRES

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Shopper marketingfails

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