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10 Shopper Insights that You Must Know and Dos

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Title: 10 Shopper Insights that You Must Know and Dos


1
10 Shopper Insights that You Must Know and Dos
Donts
Ken Zhang, ZdologyJavier Calvar, RI China
2
These 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

3
Where 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

4
10 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

5
1. 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
6
1. 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
7
1. 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.

8
2
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!!!
9
2
2. Shoppers want to feel smart when making
decisions
  • Do you think the shopper will feel smart with
    this promotion?

10
2
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.

11
3. 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

12
3
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

13
4. 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?
14
4
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?
15
4
4. Shoppers use memory to give meaning to objects
Whats this brand?
16
4
4. Shoppers use memory to give meaning to objects
  • Shoppers need to be given a clear stimulus in
    order to access their memory.

17
5. Shoppers need consistent messages in and out
of the store
5
18
5
5. Shoppers need consistent messages in and out
of the store
  • Shoppers need consistent messages to make the
    transition from consumers to shoppers.

19
6. Discontinuity creates triggers to attract
shoppers attention
6
  • The mind ignores what it knows and focuses on
    differences

20
6. Discontinuity creates triggers to attract
shoppers attention
6
  • The mind ignores what it knows and focuses on
    differences

21
6
6. Discontinuity creates triggers to attract
shoppers attention
  • The mind ignores what it knows and focuses on
    differences

22
7. Shoppers recognize visual stimuli most easily
7
From flashy visuals
23
7
7. Shoppers recognize visual stimuli most easily
to more subtle but unique approaches.
24
7. Shoppers recognize visual stimuli most easily
7
Whats this ?
25
7
7. Shoppers recognize visual stimuli most easily
  • Shoppers can process information in visual form
    (e.g. pictures) much more easily than words.

26
8
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.

27
8
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

28
8
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.

29
9. 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
30
9
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.

31
10. 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
32
10. 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
33
10. 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.

34
10. Shoppers need to be reminded of the items
they need
10
  • Simple meal solution approach.
  • Increasing value of purchase with pasta and cook
    sauces.

35
10
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.

36
Summing 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.

37
Thank you for your attention!
Ken Zhang, ZdologyJavier Calvar, RI China
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