53
Shopper in-zicht
Shopper in-zicht
The Shopper Decision Cycle®
1.The Reason
2.The Process
3.The Drivers
4.The Tools
Why a Shopper Marketing Model?
Retailer
Shopper"I buy it"
Brand Owner
Consumer"I use it"
Consumer behaviour is different from shopper behaviour
Shopper has become independent, well informed and less loyal
The Shopper is hard to be reached by media
• Measuring the instore decision making of shoppers;
• ±70% instore decision rate
The Store has become a medium and
is crucial as point of purchase
Why a Shopper marketing model?
1. Consumer behaviour is different from shopper behaviour
2. The Shopper has become independent, well informed and less
loyal
3. The Shopper is hard to be reached/to be influenced by media
4. The Store has become a medium and is crucial as point of
purchase
5. The Shopper as starting point is different for retailer,
manufacturer, POP-supplier and media consultant.
6. Shopper (marketing) buzz word / we need practical modeling
Goal …
More shoppers
Basket increase
To shop more often
Higher
expenditures
The Shopper Decision Cycle
1.The Reason
2.The Process
3.The Drivers
4.The Tools
The traditional decision process
• Like a funnel
• Does not reflect the actual process or how to influence it
• Need for more tools and currencies to measure effectiveness
• It does not include all parties involved.
PurchaseEvaluationInformationNeedAfter-Sales
Requirements for a new model
• Has to include all parties involved
• Has to include all retail sectors
• Has to include all types of shopper behavior
• Has to link with consumer behavior model(s)
• Has to be measurable
12
Shopper Decision Cycle®
Shopper
Experience
1
2
34 5
6
7
8
TRIGGER
Userexperience
Brand awarenessBrand attitude
Evoked set
Consumer
Experience
Bosma, Koelemeijer, Nauta & Oosterlee.September 2009
Buying intention Purchase
Shopper Decision Cycle®
Phase 1: Purchase intention
Description: Consumer has some urgency that has to be solved by
buying something.
Goal: Solving or filling in a need.
1
Phase 2: Shopping planning
Description: Consumer „plans‟ destination need and combines
this if appropriate with other shopping
Goal: Efficiency in shopping trips
Shopper Decision Cycle® 2
Phase 3: Channel decision
Description: Consumer decides on most appropriate retail type
Goal: Best channel to fulfill this specific need
Shopper Decision Cycle® 3
Phase 4: Format decision
Description: Consumer decides which banner to visit.
Goal: Best store for this specific need and shopping trip.
of It‟s
Shopper Decision Cycle® 4
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The Instore Shopper Decision Cycle®
5. Searching
6. Finding
7. Considering
8. Purchasing
Phase 5: Searching
Description: Looking for the category in – store.
Goal: Time management
Shopper Decision Cycle® 5
Phase 6: Finding
Description: Attract attention / Create Impact
Goal: Do the attention points match with my need?
Shopper Decision Cycle®6
Phase 7: Considering
Description: Making up my mind; comparing; reading so I can take
my purchase decision.
Goal: This product / brand satisfies my needs.
Shopper Decision Cycle®
7
Phase 8: Purchasing
Description: Putting the product in the basket or arranges it to be
delivered.
Goal: Final decision satisfying needs.
Shopper Decision Cycle®8
Shopper Decision Cycle®
Shopper
Experience
1
2
34 5
6
7
8
TRIGGER
Userexperience
Brand awarenessBrand attitude
Evoked set
Consumer
Experience
Bosma, Koelemeijer, Nauta & Oosterlee.September 2009
Buying intention Purchase
The Shopper Decision Cycle
1.The Reason
2.The Process
3.The Drivers
4.The Tools
What are the drivers?
Shopper background
Knowledge:
•User experience
•Product knowledge
•Etc
Involvement:
•Category
•User
•Decision maker
•Etc.
Attitude
•Rational
•Emotional
•Etc.
Profile
•Demographic
•Psychographic
•Etc.
Impact on
Shopper
decision
Retail situationLocation:
•Proximity
•Competition
Etc
In store:
•Routing
•Easy to find
•Etc.
Attitude towards retailer
•Price perception
•Assortment perception
•Etc.
Other factors
•Friendly staff
•Parking
•Etc.
Impact on
Shopper
decision
Productcategory
Impact on
Shopper
decision
Market positioning
•Number of brands
•Market share
•Etc.
Involvement in process
•Low/High
•Cognitive/Affective
•Etc.
Attitude towards brand
•Price
•A-Brand versus Private Brand
•Etc
Other factors
•Service
•Environment
•Etc.
Other factors
Season
Holidays
Recession
Trends
Weather
Shopper Decision Cycle®
Shopper
Experience
1
2
34 5
6
7
8
Consumer
Experience
Shopper
background Retail
Product
categoryOther
factors
Bosma, Koelemeijer, Nauta & Oosterlee; September 2009
The Shopper Decision Cycle
1.The Reason
2.The Process
3.The Drivers
4.The Tools
So What?How to use the tools?
Depends on who asks
• Retailer
• Brand manufacturer
• POP-supplier
• Media consultant
TOOLS for the retailer
34
Insight in: To be explained by:
1. Buying intention
Urgency:
Out of money after the
holidays
2. Purchase planning Type of shopping trip (main)
3. Channel decision Evoked set of retail types
4. Format decision Evoked set of banners
35
Insight in: To be explained by:
Tools
Drivers for effectiveness are:
Location / Message / Design
5. Searching NavigateInstore Media Mix:
(lots of) Signing
6. Finding Informing
Instore Media Mix:
Gondola end
Shelfmaterials
7. Considering InspiringInstore Media Mix:
Instore Promotions
8. Purchase Activate ! Discount
TOOLS for the retailer
TOOLS for the brandmanufacturer
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Insight in: To be explained by: Tools
1. Buying intentionUrgency:
out of shampoo
Product Strategy:
30% more content
2. Purchase planningType of shopping trip
(daily, main, solo)
MarCom:
Mass Media
3. Channel decision Evoked set of retail types
MarCom:
Mass Media
Trade marketing:
Door-To-Door folder
4. Format decision Evoked set of banners Distribution strategy
37
Insight in: To be explained by:
Tools
Drivers for effectiveness are:
Location / Message / Design
5. Searching NavigateInstore Media Mix:
Signing (mostly done by retailer)
6. Finding Informing
Instore Media Mix:
Packaging (!)
(Gondola end) displays
Shelf materials (?)
7. Considering Inspiring
Instore Media Mix:
Packaging
Sampling
8. Purchase Activate ! Message “25% gratis inhoud”
TOOLS for the brandmanufacturer
Tools for the pop supplier
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Instore innovations
Service
Conversations with
retailers/manufacturers
Fulfillment
Tools for the media consultant
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Linking outstore
with instore media
Measuring instore
effectiveness
Measuring
effectiveness
Validatie in de praktijk
• Vleeswaren
• Chocolade
• Bier
• Dierenvoeding
• Koek
• Maaltijdoplossingen
• Tijdschriften
• Bloemen en Planten
• Koffie en thee
• Snoep
• Vruchtensap
• Non food! (parfum)
• …en ….
WINE CASE
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Technique: Focus groups
Purchase intention
Need something
nice for weekend
1
Source: Photo is fictive, rest based on real data by POPAI instore eye tracking research 09-2009
Purchase planning
Shopping list
When: Thursday
Combine: weekly and
weekend shopping
Needed items: Wine etc.
2
Channel decision
Super market
or
Wine
specialist
3
Format decisionDelhaize,
Aldi, Lidl en Colruyt
Delhaize
4
Searching 5
48
Impact Ratio•Actiedisplay: 23%•Tafeldisplay: 27%•Kopstelling: 38%•Schapmateriaal: 14%•Schapkaarten: 3%•Plafondkaarten: 2%
Also Engagement and Conversion Ratios
Effects of instore media on shopper behaviour
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Definition of Terms
• Evoked set of brands and retailtypes and banners
• Analyses of shopping list / basket size and - content
• Buying intention versus actual purchase analyses
• The Instore Decision Rate
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Comparison between planned and actual behaviour.shows the extent of planning
ENTRY EXIT
From 1 respondent to influencers
N=1 Population
Profile
=
Open for suggestions
= driver
= =
Developing tools
to influence
TOOLS for the retailer
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Insight in: To be explained by:
1. Buying intentionUrgency:
Speciale gelegenheid
2. Purchase planning Type of shopping trip (main)
3. Channel decision Evoked set of retail types
4. Format decision Evoked set of banners
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Insight in: To be explained by:
Tools
Drivers for effectiveness are:
Location / Message / Design
5. Searching Navigate Signing
Spandoeken
6. Finding Informing
Schappresentaties
Gondola displays
Semi permanente
displays
7. Deciding Inspiring Wijnproeverij
8. Purchase Activate ! Discount
TOOLS for the retailer
5+1
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