GUEST POST: UNDERSTANDING SHOPPER BEHAVIOUR

Posted on Oct 23, 2009 - 11:09 AM

By Shopportunity
http://www..sh-opportunity.com.au/
Shopportunity are specialists in shopper research and behaviour. They provide Shopper, FMCG and Retail intelligence, strategies and training for major clients including Foster’s Group, Nestle, Sony and Coca Cola. Shopportunity works closely with TorchMedia, providing channel intelligence and shopper behaviour insights to underpin effective retail media solutions.

A shopper is not a consumer is not a shopper.

‘Consumer Marketing’, the traditional approaches associated with brand campaigns and driving demand, are still as important as ever in the Retail & FMCG marketing mix.

But are consumers the same as shoppers? And is ‘Shopper Marketing’ different?

Often consumers and shoppers are not the same. Basic examples such as pet food and children’s products demonstrate this point, as well as the concept of the ‘main grocery buyer’ buying for the whole family.

Whilst not always so clear cut, in can be helpful to think of Consumer Marketing as ‘before store’ and Shopper Marketing as ‘in store’.

Consumer Marketing is about building awareness and demand. Shopper Marketing is about converting the sale once you’re in store.

Understanding and communicating with shoppers can be broken down in to three key points:

1. Solve their Problem
2. Make it Easy for them
3. Make it nice (or even FUN, if your category allows

Let’s look at each.

Solve Their Problem

Shoppers are most often trying to solve a problem, as quickly as possible. ‘What will we have for dinner tonight?’, ‘How can I feed the family economically for a week’, ‘What will we get John for his birthday’, ‘I’m thirsty’, etc.

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