1. Game Changing Strategy
to win the Shopsumer

2. 8 in 10 people shopping
around in your category will
probably ignore your brand
Source: MCCPTrendstream™, Dunnhumby, 2011

3. The only way to reverse this trend
is to create a
Game Changing
Shopper Marketing Strategy

4. MCCP’s strategy formula
1. Think ‘Shopsumer’
2. Get beyond the 4 walls
3. Find the emotional insight

5. People drop in & out of shopper mode at
any point, any place, any time

6. Emotion drives action &
rationalised behaviour…
"The essential difference between
emotion and reason
is that
emotion leads to action
while
reason leads to conclusions."
Canadian Neurologist Donald Calne

7. Consumer & Shopper mind-sets
are merging …the birth of Shopsumer
Consumer Mind-set Shopper Mind-set

8. The one path to purchase is dead
Need
Identified
Home
Home
On Way
to Store
Outside
of Store
End of or
In Aisle
At Shelf
On Pack
Purchase
Need
Fulfilled

9. Tradable vs. Non-tradable
Emotional Needs
Source: MCCP Shopper Insight Study
Source: MCCPTrendstream, Understanding the Irish Shopper In Home & In Store, June – Dec, 2011

10. 5 MCCP ‘Shopsumer Shifters’
Source: MCCP Shopper Insight Study

11. Shopsumer Need for Control
Need identified in-Home Need enabled in-Store

12. Shopsumer Need for Connection
Need identified in-Home Need enabled in-Store

13. Shopsumer Need for Harmony
Need identified in-Home Need enabled in-Store

14. MCCP’s strategy formula
1. Think ‘Shopsumer’
2. Get beyond the 4 walls
3. Find the emotional insight

15. Ask MCCP more about finding
Shopsumer Shifter Insights
kay@mccp.ie
susan@mccp.ie