Title: 10 Shopper Insights that You Must Know and Dos
110 Shopper Insights that You Must Know and Dos
Donts
Ken Zhang, ZdologyJavier Calvar, RI China
2These shopper insights are important because
- Contribute to our knowledge and understanding of
in-store shopper behaviour - Use this knowledge to adapt in-store environments
to better meet shopper needs - Use this knowledge to help brand wins at the
point of sale - Highlight the importance the store environment
has on the shopper - Better assess shopper needs when developing
retail strategies and category solutions - Understand the implications of shopper insights
3Where do these insights come from?
- Extensive shopper research carried by Zdology and
Research International China across a number of
categories - 100 shopper research projects
- 3000 hours of in-store video
- Partnership projects with major retailers
410 SHOPPER INSIGHTS
- Shoppers have difficulty making decisions
- Shoppers want to feel smart when making decisions
- Shoppers limited ability to process too much
information - Shoppers use memory to give meaning to objects
- Shoppers need consistent messages in and out of
the store - Discontinuity creates triggers to attract
shoppers attention - Shoppers recognize visual stimuli most easily
- Shoppers use familiar segments to speed up their
selection process - Shoppers tunnel vision and boomerang behaviour
- Shoppers need to be reminded of the items they
need
51. Shoppers have difficulty making decisions
1
- More choices, more difficult to make a selection
- It is very common for shoppers not to know
exactly what they want. - Shoppers need information/education to make a
decision.
Few Choices
Excessive Choices
61. Shoppers have difficulty making decisions
1
Avg. SKUs Carried by a Supermarket - Shampoo
- 46 shoppers spend 3min in front of shelf
- 52 shoppers pick up 3 products
Source CCFA Chain Store Annual Report
Source Mini-Market Shopper Research
71. Shoppers have difficulty making decisions
1
- More choices, more difficult to make a selection
- It is very common for shoppers not to know
exactly what they want. - Shoppers need information/education to make a
decision.
82
2. Shoppers want to feel smart when making
decisions
I Want Cheap
- Shoppers want to make a wise and smart decision.
- They also want to be seen by peers as making the
right choice.
I Want Value
I Want to Be Smart!!!
92
2. Shoppers want to feel smart when making
decisions
- Do you think the shopper will feel smart with
this promotion?
102
2. Shoppers want to feel smart when making
decisions
- Shoppers want to make a wise and smart decision.
- They also want to be seen by peers as making the
right choice.
113. Shoppers limited ability to process too much
information
3
- The mind can only process 5-7 pieces of
information - Thousands of stimuli exist in a store
- Some information is compressed
- Some information is screened out
- Too much information leads to lock out
123
3. Shoppers limited ability to process too much
information
- The mind can only process 5-7 pieces of
information - Thousands of stimuli exist in a store
- Some information is compressed
- Some information is screened out
- Too much information leads to lock out
134. Shoppers use memory to give meaning to objects
4
- Shoppers need to be given a clear stimulus in
order to access their memory.
Whats this brand?
144
4. Shoppers use memory to give meaning to objects
- Shoppers need to be given a clear stimulus in
order to access their memory.
Whats this brand?
154
4. Shoppers use memory to give meaning to objects
Whats this brand?
164
4. Shoppers use memory to give meaning to objects
- Shoppers need to be given a clear stimulus in
order to access their memory.
175. Shoppers need consistent messages in and out
of the store
5
185
5. Shoppers need consistent messages in and out
of the store
- Shoppers need consistent messages to make the
transition from consumers to shoppers.
196. Discontinuity creates triggers to attract
shoppers attention
6
- The mind ignores what it knows and focuses on
differences
206. Discontinuity creates triggers to attract
shoppers attention
6
- The mind ignores what it knows and focuses on
differences
216
6. Discontinuity creates triggers to attract
shoppers attention
- The mind ignores what it knows and focuses on
differences
227. Shoppers recognize visual stimuli most easily
7
From flashy visuals
237
7. Shoppers recognize visual stimuli most easily
to more subtle but unique approaches.
247. Shoppers recognize visual stimuli most easily
7
Whats this ?
257
7. Shoppers recognize visual stimuli most easily
- Shoppers can process information in visual form
(e.g. pictures) much more easily than words.
268
8. Shoppers use familiar segments to speed up
their selection process
- Shoppers first sort out what is not relevant,
then choose among the remaining products.
278
8. Shoppers use familiar segments to speed up
their selection process
- Seven distinct category segments have been
identified - Little association between cat and dog food
- Pet health segment is associated with both cat
and dog
288
8. Shoppers use familiar segments to speed up
their selection process
- Shoppers first sort out what is not relevant,
then choose among the remaining products.
299. Shoppers tunnel vision and boomerang
behaviour
9
- Shoppers have a tunnel vision when
- viewing fixtures at eye level.
- Also, if they cannot find what they want half-way
down the aisle, they usually turn round and leave
the fixture.
Corridor side
Eye level
of interaction
6 - 10
4 - 5
3 or below
309
9. Shoppers tunnel vision and boomerang
behaviour
- Shoppers have a tunnel vision when viewing
fixtures at eye level. - Also, if they cannot find what they want half-way
down the aisle, they usually turn round and leave
the fixture.
3110. Shoppers need to be reminded of the items
they need
10
100
Planned to buy instant noodle?
No
26
74
Yes
Purchased instant noodle or not?
No
12
Yes
62
Not planned but purchased instant noodle
Planned but not purchased instant noodle
Planned and Purchase instant noodle
Details of preplan
Closure rate analysis
Impulse purchase rate analysis
Changed Plan or not?
Why? In-store triggers
Why? In-store barriers
33
Yes
Why? In-store impacts
3210. Shoppers need to be reminded of the items
they need
10
26 Impulse Purchase
Not planned but purchased instant noodle
Impulse purchase rate analysis
Why? In-store triggers
3310. Shoppers need to be reminded of the items
they need
10
- Breakfast solution Squeeze a minute into
your morning - Reminding shoppers to buy their morning fresh
juice with their newspaper.
3410. Shoppers need to be reminded of the items
they need
10
- Simple meal solution approach.
- Increasing value of purchase with pasta and cook
sauces.
3510
10. Shoppers need to be reminded of the items
they need
- Grouping categories in line with shoppers
logical selection process triggers their memory
and leads to more sales whether planned,
unplanned or impulse.
36Summing up
- Consumers and shoppers are two sides of the same
coin, hence consistency is needed in our
communications. - The store environment has enormous impact on
shoppers and their behaviour. - In order to influence shoppers to our advantage,
understanding what makes them tick is
fundamental. - Therefore, shopper insights are key to win in
the last mile.
37Thank you for your attention!
Ken Zhang, ZdologyJavier Calvar, RI China