A quick snap shot of the sofa to shelf shopper journey

1. Brand opportunities
from sofa to shelf
to keep the shopper engaged

2. Brand opportunities from sofa to shelf
to keep the shopper engaged
The pre-purchase shopper journey from sofa to shelf is full
of opportunities for a brand to connect with its target
audience at multiple touch points. Brands can help trigger the
initial purchase idea by engaging in meaningful dialogue with
their target audience at home . Once the journey has begun, the
brand can interrupt the journey with traditional and digital touch
points to help keep the shopper engaged. The shopper will be
tempted to stray from the path, at every opportunity,
by rival brands competing for their attention and loyalty.

3. Brand opportunities from sofa to shelf
to keep the shopper engaged
Step 1: Tracking and analysing social media data
We listen to what people are saying, unprompted, about brands
on social media today. We then identify who the most active
participants are online, within all the different sub-categories of
a brand’s consumers and shoppers, and our team of analysts
(not robots) track and analyse their likes and dislikes.

4. Brand opportunities from sofa to shelf
to keep the shopper engaged
Step 2: Acquiring insights from social media data
The collected data is then used to create psychographic &
demographic profiles of a brand’s consumers and shoppers. Pro-
files that allow us to acquire unique insights into everyday con-
sumer behaviour and identify what really drives
pre and post-purchase brand engagement.

5. Brand opportunities from sofa to shelf
to keep the shopper engaged
Step 3: Plan content informed by the new insights
The insights allow us to really get under the skin of a
specific target audience. We plan strategic & creative content
that will engage them in a relevant and meaningful way:
content that will connect with a target audience pre-purchase
and inspire them to choose the brand,
and become loyal advocates post-purchase.

6. Brand opportunities from sofa to shelf
to keep the shopper engaged
Step 4: Create content
We create content touch points that interrupt the pre-purchase
shopper journey to engage the shopper and communicate the
right messages, and calls to action, at the right time:
At home >Journey to store > Proximity to store > In-store

7. Brand opportunities from sofa to shelf
to keep the shopper engaged
Step 4a: At home
Shopper relaxes on the sofa multi-screening with TV, laptop,
tablet, smart phone, magazines, newspapers, branded products.
The touch points bring the brand message to life, engage the
shopper in a relevant way and initiate the shopper journey:
• Voucher in a newspaper > scan with smart phone for money off next purchase
• AR code in a magazine > 3D brand experience
• QR / Blippar / Aurasma code on pack > link to a branded game, TV ad or price promo
• Facebook page > a branded social interaction with friends and like-minded people
• Macro and micro blog > updates on what’s happening with the brand
• Transmedia storytelling > multi-platform pervasive entertainment brand experience
• Digital game > viral online social media branded game
• Website/microsite > interacting with general and specific branded sites
• Video sharing platform > uploading and sharing content to branded video platform
• Music sharing platform > listening to and sharing branded music library

8. Brand opportunities from sofa to shelf
to keep the shopper engaged
Step 4b: Journey to store
Shopper leaves home and begins the journey to the store.
Shopper touch points along the way bring the brand message to
life, engaging them in a relevant way, giving a positive brand
experience and maintaining the flow of the journey:
• Blu-tooth bus shelter > pushing promos and offers to mobile phone
• NFC Tap-Technology 6-sheet poster > tap poster with phone to download info
• QR / Blippar / Aurasma code poster > URL link to branded mobile game or promo
• Brand experience event > unique activity for limited time inspired by brand message
• Pop-up shop > unique shop for limited time inspired by brand message
• Guerilla brand activity > random and unexpected marketing activity
• Foursquare on smart phone > store and friend locator
• AR app on smart phone > 3D map navigation to nearest store
• Sampling event > experience look and feel of product
• Promotional event > free offers, vouchers and events

9. Brand opportunities from sofa to shelf
to keep the shopper engaged
Step 4c: Proximity to store
Along the journey the shopper has been exposed to multiple
brand touch points. As they get closer to the store the brand
messages usually become more tailored with specific
information related to pricing, promotions and offers:
• QR / Blippar / Aurasma code poster > URL link to branded TV spot or online promo
• Floor graphics > simple floor stencils and vinyls with campaign/brand message
• Exterior window & door graphics > campaign/brand message
• Exterior store signage > campaign/brand message
• Store canopy > brand message alongside store name
• A-frames > campaign/brand message with call to action
• Car park bays > campaign/brand message on canopy, floor and walls
• Bicycle park bays > campaign/brand message on canopy, floor and walls
• Shopping trolley bays > campaign/brand message on canopy and trolley handles
• ATM cash machine interface > campaign/brand message on interface screen

10. Brand opportunities from sofa to shelf
to keep the shopper engaged
Step 4d: In-store
The shopper enters the store and the messaging now has to work
much harder, with direct calls to action, to compete with all the
other brands in-store. The touch points must navigate the
shopper to the correct aisle, fixture and shelf to choose the brand:
• QR / Blippar / Aurasma code poster > URL link to branded TV spot or online promo
• AR navigational signage > 3D store navigation signage interacting with mobile
• Interactive video touch screens > interactive digital campaign/brand content
• Free sampling & promotions > trial pods with push-people
• Basket & trolley graphics > campaign/brand message on handles, side and base
• Secondary sightings > small product display in unexpected partner-product location
• Dump bins > additional ‘grab & go’ fixtures in fast moving areas of store
• Parasite units > additional ‘grab & go’ fixtures in complimentary areas of store
• Floor & ceiling graphics > high impact graphics to raise brand awareness
• Headers, wings & shelf comms > Printed in-store tools with interactive QR codes

11. Brand opportunities from sofa to shelf
to keep the shopper engaged
1. At home (Pre-purchase) 2. Journey to store (Pre-purchase)
Shopper relaxes on the sofa multi-screening Shopper leaves home and begins the journey
with TV, laptop, tablet, smart phone, to the store. Shopper touch points along the
magazines, newspapers, branded products. way bring the brand message to life, engaging
The touch points bring the brand message them in a relevant way, giving a positive
to life, engage the shopper in a relevant brand experience and maintaining
way and initiate the shopper journey... 2
the flow of the journey...
Journey to store
1 At home Proximity to store 3
Journey home
In-store
Check-out 4
BRAND X
3. In-store (Pre-purchase) 4. Proximity to store (Pre-purchase)
Along the journey the shopper has been The shopper enters the store and the messag-
exposed to multiple brand touch points. ing now has to work much harder, with direct
As they get closer to the store the brand calls to action, to compete with all the other
messages usually become more tailored brands in-store. The touch points must
with specific information related to navigate the shopper to the correct aisle,
pricing, promotions and offers... fixture and shelf to choose the brand.

12. Linear is dead. long live the loop!
We believe the linear one-way approach to
brand communication is out of touch
with today’s consumers... do you agree?
tell us what you think:
hello@btlbrands.com
btlbrands
+44 (0)203 589 6098
btlbrands.com