Pre-shop is becoming more important in the shopper journey.
More and more consumers are putting in the work before going to the store, even for everyday, low-cost items. That’s why brand s increase their purchase intent by getting on “the list.” This has led retailers and brand s to target customers via blogs, social media, and campaigns on retail sites to drive trips and loyalty.
Some manufacturers are launching new products via Facebook sampling or by sending product to relevant bloggers before the product even hits stores. They’re also encouraging shoppers to write a review of the product via Facebook which helps spread the word.
Many retailers are looking for ways to make online circulars more user-friendly. In fact, Walmart is developing a way to offer more customizable circulars online based on the shopper’s needs or interest. “If you don’t have a pet, your circular won’t need to include pet stuff,” says Stephen Quinn, CMO of Walmart.
What does this mean for you?
1. You need to get on her list first and foremost. Have you thought about your target shopper’s behavior before reaching the store?
2. Figure out how to influence her while she’s making her list or researching your products and categories. 3. And consider her entire journey while you’re planning your shopper marketing programs.
Source: Wall Street Journal, April 2011
