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TENETS
OF
SHOPPER
MARKETING
OCTOBER
6TH,
2010
Craig
Elston
SVP,
Insight
&
Strategy
The
Integer
Group®
©
2010
The
Integer
Group®
2. 2
www.shopperculture.com
@shopperculture
#ismiexpo
©
2010
The
Integer
Group®
4. 4
Starts
with
a
deep
understanding
of
current
shopper
shopper
behavior,
then
employs
any
markeWng
approach
that
appropriately
engages
shoppers
to
lead
him/her
to
markeWng
purchase
-‐
on
an
on-‐going
basis
-‐
while
building
brand
equity
and
driving
business
growth
for
both
brands
and
retailers.
Source:
The
Integer
Group®,
2010
©
2010
The
Integer
Group®
5. 5
Image courtesy of New Line Cinema
©
2010
The
Integer
Group®
7. 7
1,200
per
month
©
2010
The
Integer
Group®
8. 8
OTHER
HABITS ARE PEOPLE’S WE’RE ALL
IMPORTANT BELIEFS RISK-AVERSE
MATTER
THE ROLE OF PEOPLE NEED
WE’RE BAD AT
SCHEMATIC TO DO THE
COMPUTATION
NAVIGATION RIGHT THING
©
2010
The
Integer
Group®
9. 9
Cogni=ve
laws:
informaWon
processing
Social
laws:
interacWon
Psychological
laws:
thought
&
feeling
©
2010
The
Integer
Group®
11. 11
©
2010
The
Integer
Group®
Photo: The Integer Group®
12. 12
OTHER
HABITS ARE PEOPLE’S WE’RE ALL
IMPORTANT BELIEFS RISK-AVERSE
MATTER
THE ROLE OF PEOPLE NEED
WE’RE BAD AT
SCHEMATIC TO DO THE
COMPUTATION
NAVIGATION RIGHT THING
©
2010
The
Integer
Group®
13. 13
Shoppers
have
a
bias
for
the
status
quo,
so
habits
change
slowly
over
Wme.
©
2010
The
Integer
Group®
14. 14
CONCERNS
ABOUT
VALUE
+12%
+5%
Source: The Integer Group and M/A/R/C Research, 2007 - 2010
©
2010
The
Integer
Group®
15. 15
LOCATION
IS
A
(slowly)
DECLINING
MEANING
51%
43%
Source: The Integer Group and M/A/R/C Research, 2007 - 2010
©
2010
The
Integer
Group®
16. 16
HABITUATION
Photo: The Integer Group®
©
2010
The
Integer
Group®
17. 17
OTHER
HABITS ARE PEOPLE’S WE’RE ALL
IMPORTANT BELIEFS RISK-AVERSE
MATTER
THE ROLE OF PEOPLE NEED
WE’RE BAD AT
SCHEMATIC TO DO THE
COMPUTATION
NAVIGATION RIGHT THING
©
2010
The
Integer
Group®
18. 18
WE LOOK TO WHAT OTHERS DO
TO GUIDE OUR OWN BEHAVIOR
Photo: AP
©
2010
The
Integer
Group®
19. 19
INFLUENCED
BY
OTHERS
A
LOT
15%
14%
13%
12%
11%
MAY
06
-‐
JAN
07
-‐
JUL
07
-‐
APR
08
-‐
NOV
08
-‐
DEC
06
JUN
07
MAR
08
OCT
08
JUN
09
Source: Simmons NCS/NHCS: Adult Full Year Studies ©
2010
The
Integer
Group®
20. 20
ALL
ALONG
THE
PATH
TO
PURCHASE
THE
SHOPPER
CONTINUUM™
Entering a store or
Pre-Tail™ Web site
Research,
word
of
mouth,
trial
Browsing,
Retail
comparing,
researching
and
selecWng
items
Post-Tail™ Using
the
product
Purchase
moment
= points of action, behaviors
©
2010
The
Integer
Group®
22. 22
Photo: The Integer Group®
©
2010
The
Integer
Group®
23. 23
Shoppers
belief’s
must
be
understood
before
you
can
start
to
influence
them.
©
2010
The
Integer
Group®
24. 24
OTHER
HABITS ARE PEOPLE’S WE’RE ALL
IMPORTANT BELEIFS RISK-AVERSE
MATTER
THE ROLE OF PEOPLE NEED TO
WE’RE BAD AT
SCHEMATIC DO THE RIGHT
COMPUTATION
NAVIGATION THING
©
2010
The
Integer
Group®
25. 25
Shoppers
tend
to
prioriWze
avoiding
the
potenWal
for
loss,
over
pursuing
the
potenWal
for
gain.
©
2010
The
Integer
Group®
26. 26
WHY
SHOPPERS
LEAVE
AISLES
EMPTY-‐HANDED
The
price
was
more
than
I
wanted
to
pay
60%
I
couldn’t
find
the
exact
item,
product
or
56%
size
I
was
looking
for
I
couldn’t
find
the
specific
brand
I
was
34%
looking
for
The
aisle
was
too
crowded/too
many
16%
people
in
the
aisle
The
aisle
was
confusing/disorganized
14%
I
always
purchase
what
I
go
to
the
store
12%
looking
for
The
aisle/store
was
dirty
7%
0%
20%
40%
60%
80%
N = 1,215
Source: The Checkout 2010; The Integer Group & M/A/R/C Research; December 2009
©
2010
The
Integer
Group®
27. 27
OVERCOMING
LOSS
AVERSION
Photo: In-store Marketing Institute
©
2010
The
Integer
Group®
28. 28
INCIDENCE
OF
LIST
PREPARATION
Never
7%
Always
43%
SomeWmes
50%
N = 1,203
Source: The Checkout 2010; The Integer Group & M/A/R/C Research; February 2010
©
2010
The
Integer
Group®
29. 29
29
COUPONS
JUSTIFY
BRAND
SELECTION
86% !
Coupon Influence on Brand
14%
feel that coupons are at least
28% somewhat influential in choosing
a brand.!
70%!
44%
Extremely influential
Very influential
Somewhat influential
Not very influential
11%
3%
Not influential at all use coupons to justify purchasing
their pre-selected brand of choice.!
N = 1,091
Source: The Checkout 2010; The Integer Group & M/A/R/C Research; February 2010
©
2010
The
Integer
Group®
30. 30
We
have
to
understand
risk-‐aversion
in
order
to
know
how
to
help
the
shopper
overcome
their
perceived
barriers.
©
2010
The
Integer
Group®
31. 31
OTHER
HABITS ARE PEOPLE’S WE’RE ALL
IMPORTANT BELEIFS RISK-AVERSE
MATTER
THE ROLE OF PEOPLE NEED TO
WE’RE BAD AT
SCHEMATIC DO THE RIGHT
COMPUTATION
NAVIGATION THING
©
2010
The
Integer
Group®
33. 33
Aisle
shot
of
toothpaste
Photo: The Integer Group®
©
2010
The
Integer
Group®
35. 35
NaWonal
Print
Ad
Entering
a
store
or
Pre-‐Tail™
Web
site
PromoWonal
Packaging
Retail
CRM
Segmented
Email
Post-‐Tail™
Using
the
Purchase
product
©
2010
The
Integer
Group®
36. 36
OTHER
HABITS ARE PEOPLE’S WE’RE ALL
IMPORTANT BELEIFS RISK-AVERSE
MATTER
THE ROLE OF PEOPLE NEED
WE’RE BAD AT
SCHEMATIC TO DO THE
COMPUTATION
NAVIGATION RIGHT THING
©
2010
The
Integer
Group®
37. 37
TODAY
Saving
money
FOUR
YEARS
AGO
Local
Sustainability
Save
before
you
spend
Organic
MORE SELF-SERVING
Green
yet
Spend,
spend,
spend
CONSIDERED
MORE ALTURISTIC
yet
CONSPICUOUS
©
2010
The
Integer
Group®
38. 38
SAVING
TRUMPS
GREEN
WOULD
PAY
MORE
FOR
ENVIRONMENTALLY
FRIENDLY
PRODUCTS?
14%
12%
10%
8%
6%
4%
2%
0%
Spring
Fall
Winter
Spring
Fall
Winter
2008
2008
2009
2009
2009
2010
Source: Simmons NCS/NHCS: Adult Full Year Studies ©
2010
The
Integer
Group®
40. 40
Photo: In-store Marketing Institute
©
2010
The
Integer
Group®
41. 41
In
the
context
of
their
lives,
you
have
to
understand
what
‘doing
the
right
thing’
means
to
shoppers.
©
2010
The
Integer
Group®
42. 42
OTHER
HABITS ARE PEOPLE’S WE’RE ALL
IMPORTANT BELEIFS RISK-AVERSE
MATTER
THE ROLE OF PEOPLE NEED
WE’RE BAD AT
SCHEMATIC TO DO THE
COMPUTATION
NAVIGATION RIGHT THING
©
2010
The
Integer
Group®
43. 43
We
all
suffer
from
availability
bias,
a
lack
of
mental
availability
that
makes
us
bad
at
computaWon.
©
2010
The
Integer
Group®
45. 45
WE
WANT
OUR
DEALS
SIMPLE
Instant
discount,
on
one
item
75%
Buy
one,
get
same
one
free
72%
Buy
one,
get
different
item
free
24%
Instant
discount
off
mulWple
items
16%
Discount
off
next
purchase
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
They
are
convenient
They
take
too
much
&
useful
effort
to
use
AcWvely
search
for
Use
coupons
when
I
coupons
run
into
them
Decide
brand
first,
Find
coupon
first,
then
then
find
coupon
decide
brand
N = 1,091
Source: The Checkout 2010; The Integer Group & M/A/R/C Research; February 2010
©
2010
The
Integer
Group®
47. 47
THE
SHOPPER
CONTINUUM™
Entering a store or
Pre-Tail™ Web site
Research,
word
of
mouth,
trial
Browsing,
Retail
comparing,
researching
and
selecWng
items
Post-Tail™ Using
the
product
Purchase
moment
= points of action, behaviors
©
2010
The
Integer
Group®
48. 48
SIX
TENETS
COGNITIVE FORCES Habits are important.
The role of schematic navigation.
PSYCHOLOGICAL FORCES We’re all risk-averse.
We’re bad at computation.
SOCIAL FORCES Other people’s beliefs matter.
People need to do the right thing.
©
2010
The
Integer
Group®
49. 49
QUESTIONS?
Craig
Elston
SVP,
Insight
&
Strategy
The
Integer
Group®
+1.303.393.3474
celston@integer.com
Download or subscribe to The Integer Group’s white papers,
presentations and editions of The Checkout at
www.shopperculture.com
©
2010
The
Integer
Group®