Collin R. Payne, PhD & Mihai Niculescu, PhD New Mexico State University

Department of Marketing

Top Shopper Marketing Tricks for Supermarket Dietitians

Top Shopper Marketing Tricks for Supermarket Dietitians

Big Thank You!!

Barbara Ruhs & Georgia Orcutt

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

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?

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

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

Shopper  Marke+ng  for  Die+cians  

1.    Improve  Nutri+on  

Fresh Fruits and Vegetables

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

Shopper  Marke+ng  for  Die+cians  

3.    Keep  constant  (or  increase)  store  profitability  

Fresh Fruits and Vegetables!!

•  Fresh F&V generally higher margin (~30%).

How We Shop

+ = Financial  Resources

Grocery  Store  Expenditures  

+ + +

How We Shop

Grocery  Store  Expenditures  

+ +

•  Planned purchases deliberative and committed– 50% of purchases

How We Shop

Grocery  Store  Expenditures  

+ +

•  Forgotten Needs & Unplanned

wants

50% of all purchases unplanned purchases

How We Shop

Grocery  Store  Expenditures  

+ +

•  Government benefit inefficiencies (e.g., 21% of F&V WIC benefit unused)

How We Shop

Grocery  Store  Expenditures  

+ + We focus our Shopper Marketing Efforts here •  Forgotten Needs & Unplanned wants

(easiest to change)

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!!!

•  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  

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

Top Shopper Marketing Tricks Example  #1  

The  Half  Cart  

1.  Salient 2.  Easy to Interpret 3.  Easy to Compare Against Current Behavior

Example  #1  

Example  #1  The  Half  Cart  

76%

Produce

102%

F&V

Everything Else

11%

Sweet & Salty Snack

27%

Total Purchases No Difference

Example  #2  

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]

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  

   

Example  #3  

Example  #3:  Grocery  Cart  Placards  

1.  Salient 2.  Easy to Interpret 3.  Easy to Compare Against Current Behavior

Example  #3:  Grocery  Cart  Placards  

10%

Produce

Total Purchases No Difference

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?

A Look into Future Research

Mirrors in Shopping

Carts Traffic

Signs in Grocery

Store

Create Contrast in

Produce Isle

Create  Contrast  Effects  in  Produce  Aisle  

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.  

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.  

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    

Thank  you!    

Email  us  at:      crp@nmsu.edu        niculem@nmsu.edu    

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