2. Essence of Shopper Marketing?

3. Act of shopping – Category Driven
Communication in store
Taste, Smell and Touch
75% of Purchase Decisions made in store
Act of marketing – Brand Driven
TV, Newspaper, Magazine, Radio, OOH
Sight and Sound
60-80% of investment
Consumer
Shopper
Place and Promotion of our Marketing Mix

4. Move from Efficiency to Effectiveness of in-store
communication
STATE of In-store communication TODAY
§ Shopper marketing/Modern trade team efforts
§ Trial and error activities
§ Minimal or no consumer insights?
§ Minimal store/retailer perspective
§ Minimal competitive tracking
§ Communication restricted to conventional POP and promo
§ Minimal or no measurement of effectiveness??
§ Difficult to get retailer buy in?

5. The last 10 feet of purchase decision
Consumer Path to Purchase
Persuasion Conviction
Out of Home/
Outside Store
Inside Store
In Aisle /
On Shelf
Create
Awareness &
Desire
Interrupt &
Remind
Tempt, Persuade
& Guide to
Product
Activate
Purchase
TV
Print
Internet
Home
Outdoor
Print
Transit
Signage
Fleet
POS
Display
Coolers
Product
Package
Price
Promotio
n
60-80% of
investment in
Home Media &
Production
75% of Purchase
Decisions made
in Store
Objective
Location
Medium
Brand Driven Category Driven

6. How it works?

7. Store Dimension
§ Environment
§ Layout
Shopper Dimension
§ Mission Profile
§ Habit
Brand Dimension
§ Brand Attributes
Create Consumer Experience in a Physical Environment
BUYSTORIES Experiential Holism

8. Brand Insights
Shopper Insights
Store Insights
BUYSTORIES Creative
Development &
Application Process
Results
Measurements
Brand Imagery Data
Consumer Behaviour Data
Consumer Attitudinal data
Consumer Panels
Shopper Focus Groups
Retail Data
Shopper Engagement Wheel
TM
Sense Model TM
FootPrint TM
POP Engagement Study TM
Observation Studies
*Delivered by Bodhi Tree
www.bodhitreeknowledge.com

9. Our Creative Briefing and Working
Processes are built on the proprietary
Shopper Engagement Wheel™.
The Shopper Engagement Wheel™ has been
adopted by Unilever as an in-store
communication planning tool on a regional
basis since June 2006.
Shopper Engagement Wheel™

10. Measuring effectiveness at retail
1. BUYSTORIES is committed to providing clients with accountability for
its delivery. All activation campaigns will be quantified and measured.
3. Its methodology is powered by POP Engagement Study™ where 60
respondents from one selected retail store will be observed and
interviewed. The observation study includes shoppers interaction with
products on shelves (e.g. touch, read, smell), while the questionnaire
interview covers overall media likeability, limited to the measuring of
maximum 8 media types per campaign.
5. Request for increase of sample size, additional questions and analysis
will be charged at additional fees to clients.

11. Case Studies

12. Reckitt Benkiser
Lizol All Purpose Cleaner

13. Orientation
Browsing
Discovery

15. TYRE STORE REINVENTION retail design

19. Shopper Marketing Partner
Consistent Shopper Marketing Efforts

20. BUYSTORIES as a Shopper Marketing Partner
KPI based briefs Knowledge
Sharing
Local
Regional
Customers
CompetitionModern T
Traditional T
• Formula to
judge
effectiveness
• Workshops
• Monthly
presentations
• Retailer training
• Pilot stores
• Database of
all activation
Customize
service offering
• Tools alignment
• New tools

21. WHAT WE DO

23. It takes telling an inspiring STORY to make the customer
BUY

24. CUSTOMER RESEARCH
SHOPPER MARKETING
RETAIL DESIGN & VISUAL
MERCHANDISING
SOCIAL STORY
MANAGEMENT
CUSTOMER EXPERIENCE
MANAGEMENT
We give your business a
BUYSTORY by…
Identify the story with the potential to inspire
Crafting STORIES to inspire the customer to BUY
Perform i.e. ensure execution that does
justice to the story
Spread i.e. make sharing of the story easy
STORY BALANCE SHEETListen to the current stories about the business

25. A customer is a person first. There is a need to
stop looking at the spending behaviour of a
person and focus on his/her emotion. If the
emotion is inspiration, it will make people buy.
We help with shopper segmentation, instore
layouts, communication and activation,
assortment planning, pricing and promotions,
category management and more
SHOPPER MARKETING

26. Customer is an involved, rational, emotional,
experiential person with an intention to buy.
We help you with CEM and take control of what
this customer experiences across all touchpoints
in the customer journey.
CUSTOMER EXPERIENCE
MANAGEMENT

27. We have a unique study designed to make the
customer want to converse and tell us their story/
ies vs. responding to a list of items on the
discussion guide
We help you choose the story you worth telling
believing and the one that will best inspire.
CUSTOMER RESEARCH

28. Customer’s subconscious mind is the most
important influencer of purchase behavior. Retail
design is consumed subconsciously. We help you
get an understanding of the customer’s
subconscious experience across competitive
environments.
RETAIL DESIGN

29. An inspired team will tell stories that the
customer will buy into.
Created with the objective of opening minds
towards the need for CEM in favor of the brand’s
long-term goals and sometimes even sustenance.
Designed to put together a Customer Experience
Council comprising of key experience stake
holders of a brand across the organization.
WORKSHOP

30. Storytelling is without a doubt the sole ‘reason
to exist’ for social media.
We help with content development that inspires
customers to become a part of the conversation.
365-24-7 conversation management is the key to
these social stories.
SOCIAL STORY
MANAGEMENT

31. about me
“Businesses
need
to
send
into
the
community
stories
that
people
can
relate
to
as
their
own;
then
expand
these
stories
by
co
crea8on
un8l
they
become
their
truth.
Today
if
you
are
not
in
the
business
of
stories
you
run
the
risk
of
owning
a
database
full
of
disengaged
customers.”
Once
upon
a
8me….
a
girl
with
a
very
exci8ng
life
in
mainline
adver8sing
was
biBen
by
the
bug
to
specialize
in
an
aspect
of
marke8ng
that
truly
added
to
the
numbers.
She
was
drawn
to
the
world
of
shelves
and
carts.
And
that
is
where
she
has
spent
the
last
7+years
enjoying
every
moment.
I
have
worked
on
selling
everything
from
fabric
care
and
health
beverages
to
fashion
and
lifestyle.
If
there
is
one
belief
one
goes
by,
it
is
that
for
those
who
want
to
listen
the
customer
is
shou8ng
out
loud.
And
I
strongly
believe
basic
human
desire
to
possess,
tangible,
intangible,
small,
big
alike
is
what
makes
the
world
go
around
and
it
is
inspira8on
that
awakens
these
desires.

32. Partners to BUYSTORIES
Retail design dedicated to ensuring your retail marketing is
fulfilled, distributed and compliant every time.
www.thevalleygroup.com
Loyalty and CRM platform provides business
intelligence and marketing solutions targeted at multi-
channel retailers
www.golden-eyes.com
Scent technology that transforms the perception of your
commercial identity and environment.
www.aromacent.com
Music, and video entertainment technology
Environment Experience
www.playnetwork.com

33. EDGE
A pure customer insight based portfolio is rare
Not only does BUYSTORIES have more than 7 years of pure
‘Customer Marketing’ experience, but also a portfolio that runs
across multiple industries including FMCG, CDIT, Fashion, Retailers
and Banking.

34. WE WORK WITH

35. Read our blog
for more insights and examples of work
thebuystories.wordpress.com

36. Aaradhee Mehta
Director
+91-9820290199
aaradhee@thebuystories.com
inbox@thebuystories.com
www.thebuystories.com