Shopper marketing has long been thought of as making a connection with consumers at the point of purchase. As it continues to evolve, brands and agencies are placing greater emphasis on the importance of behaviors and environmental influences along a shopper’s complete path to purchase.
We all have a certain way we like to shop, and this applies to any category. There are four general shopper profiles: experiential, quality, value and simplicity. Each has certain characteristics that influence where we shop and why. Understanding the mindset and motivations behind the shopping occasion presents an opportunity to customize your messaging.
Think about it. Why do some of us like to shop at Target versus Walmart? Most Target shoppers are experiential shoppers. This means they are seeking trends, love to be the first to try something new and are excited by the scents, sounds and textures in its environment. Target’s communication hits hard on these insights.
It’s critical to understand the WHO, WHAT and WHY behind your consumer and how to talk to them based on their mindset and the environment they’re in. If you’re focused on a quality shopper, make sure your communication is more about information – credentialing, professional endorsements and natural ingredient stories - because the quality shopper does her homework.
What does this mean for you?
Do you know your shopper’s personality and what motivates him to shop one channel over another? These are critical questions that you need to ask as you embark on new communication messages for your shoppers. Get their attention by talking to them in a language they are willing to hear while also promoting the benefits of your product. If you show shoppers that you “get” them, they will reward you with a purchase – the best outcome in the shopper marketing game.