ASIA RETAIL CONFERENCE 2015 How retailers & brand marketers engage , inspire & influence shopper at path to purchase through getting their attention .

1. Getting Shopper
ATTENTION
How retailers & brand marketers engage , inspire
& influence shopper at path to purchase through
getting their attention

2. Contact Information
E-mail . basemsaid77@yahoo.com
E-mail basem.x.Elbendary@gsk.com
Mobile . +966567303293
Country: Jeddah, Saudi Arabia
Address: King Road with Herra Street
P. O. Box: 17129
Zip/Postal Code 21484
Basem Bindary
Basem Bindary
Head of Business development
GlaxoSmithKline
Jeddah, Saudi Arabia.

3. 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

4. 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

5. Whose is your
shopper
& what is their mission

6. What are their driving
forces ?

7. How do they walk in-
store, navigate & search
to find the product

8. Customer or shopper
OR BUYER

9. ConsumerBefore
entering
the store
Shopper
Once
they
enter
Buyer
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

10. Customer to Shopper
Converting

11. Shopper to Buyer
Converting

12. Sustain your
shopper loyalty

13. What does retail
marketers & Brand
marketers Want from
shoppers ?

14. 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

15. Shoppers
Are
Different

16. Every type of shoppers has a different motives

17. What are
Emotional
Truth that drive
Shopper behavior

18. Keeper
Provide house with day essential staff like
food ..feel enjoy with this responsibility
Banker
Budget mindset , believe that shopping trip
must end up with as specific spending
…he/she looks carefully to prices
Seeker
Looking for new ideas to buy , new taste , new
product …shopping considered as journey
desperate
need 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

19. Any shopper type shows
2 main different reactions
Proactive
Reactive

21. 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

22. It all about building the right shopper strategy through
Understanding shopping process & shopper behavior

23. Understanding
influential
factor affecting
shopper
behavior
Building shopper
pyramid
Building Right
shopper
strategy

24. Life
What is shopper life style
Attitude
What are their believes &
perceptions
Motive
What motivate them to buy
Shop
How they shop , walk , navigate , Chose
Shopper Pyramid
Path To Purchase

25. How do they shop ?

26. At any Typical store you have
3 features areas
• Category Home
• Transition area
• Impulse area

27. 1ry
Category
Home
Transition
impulse

28. 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 )

29. At Entrance
Good First impression comes from the entrance
when they find it stand out differently it is the
first positive impression

30. 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 industry
Retails plan their floor to achieve directed walking pattern to increase
shopper staying time

31. 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 environment
variance of temp & light may affect orientation
time
They still think that there is a better product
opportunity inside

32. At Destination
Shoppers get used to look at destination from left to
right
Starting eye level shelf then move down till reach the
planned purchases

33. What does
20 to 40 millisecond means ?

34. 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

35. 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

36. Teens & Coke

37. 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

38. The drink on hand & snakes on the
other ,It is personal Experience

39. Based on these insights Coca build a
new shopper strategy around
happiness and giving joy to get their
shopper attention

42. 2
1.Inside the mind of shopper
2.Shopper Journey & benefits
3.Draw shopper attention (Merchandise styling Tactics & Tools )
4.Brining emotions to shoppers communication

43. Map Your Shopper
JOURNEY

44. Shopper Journey
Shopper journey should be story telling path in nature , With an objective to
maximize shopper staying time

45. 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

46. Category Decision Tree
It is the structured way of shopper navigation till they catch the product
Color 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

47. Category Decision Tree
It is the structured way of shopper navigation till they catch the product
Color 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

48. Oral Care
Shopper
Journey

49. 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

50. 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

51. 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

52. Toothpaste Category
1. Family & Basic care
2. Whitening
3. Sensitivity Care
4. Freshness
5. Natural

53. Toothbrush
1. Electric
2. Manual ( Soft – Medium – Hard )

55. 3
1.Inside the mind of shopper
2.Shopper Journey & benefits
3.Draw shopper attention (Merchandise styling Tactics & Tools )
4.Brining emotions to shoppers communication

56. What are Basic
principles that
makes your
product
presentation
aesthetically
pleasing

57. Visibility Tangibility
Accessibility
Emotionally
driven
Less is more

58. 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

59. Accessibility
• Your right height…..Make it easily accessible
for shopper to reach
• Consider shopper demographics , right
heights

60. 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

61. Emotionally driven
Do every Styling action for the purpose of
satisfying your customer emotions

62. What are merchandising & styling tactics to be
considered while drawing shopper attention

63. 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

64. 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

65. What you need to consider while Draw Shopper
attention
3.Rhythm : it leads shoppers eyefrom
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

66. What you need to consider while Draw Shopper
attention
4.Distance & proportion
1. products displays should look great from every angle

67. What you need to consider while Draw Shopper
attention
4.Distance & proportion
1. products displays should look great from every angle

68. Avoid
Give
Use
Spread

69. AvoidDisplay after a display after a display
Floor stand after a floor stand a floor stand
Gondola End after gondola end after gondola end

70. Giveshopper felling of freedom

71. UseUse 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 )

72. UseUse 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

73. Purity
Cleanliness
Health
Elegancy
Thinner look
Depression / death
Strong emotions
Love
Energy
Anger
Excitement
Warm feeling
Cheerful –
brightness
Spring
Attention
Stability
Calmness
Depth & willing
Relaxation ‘
Nature
Safety
Environmental friendly
Royalty
Wealth

74. Spreadsense of real simulation to your product styling to
match your end situation

75. 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

76. 4
1.Inside the mind of shopper
2.Shopper Journey & benefits
3.Draw shopper attention (Merchandise styling Tactics & Tools )
4.Brining emotions to shoppers communication

77. Bringing emotions To shoppers
The role of emotion in decision making process

78. What is the difference
between emotion &
feeling

79. Feelings are conscious subjective
experiences like being happy or angry
Emotions are below conscious awareness
….emotions can be love , hate , attitude , perceptions
& behaviors

80. Find Out
your
shopper
Emotional
Truth

81. Why it looks
beautiful ?

82. Why it looks
beautiful ?
Emotions play a significant role in giving
the core sense of beauty
Give Brands moments at the store to communicate
Video

83. 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

84. You need to create that reason

85. Bring Emotions
To your Shopper Visual
Communication at 3 positions
Connect with shopper emotional truth
Engage : engage them into brand story
Inspire : Inspire them

86. Connecting , engaging & inspire shoppers

87. Sustain
Your shopper
Engagement ?
Think about ways to retain your shopper engagement

88. 5
1.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

89. What is
your
shopper
currency
Money & Time
?

90. 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

91. You can not win your
shopper money & time
without getting their
attentions

92. Basem
Bindary
Head of Business development,
GlaxoSmithKline
Jeddah, Saudi Arabia
Contact Information
E-mail Address: basemsaid77@yahoo.com
Mobile Phone: +966567303293
Country: Jeddah, Saudi Arabia
Address: King Road with Herra Street
P. O. Box: 17129
Zip/Postal Code 21484
Basem Bindary

93. Thank you.
Basem Bindary