Shoppers are just as open to moment communication as they are to brand communication. This was the conclusion of several Dutch brands that have partnered up to place a special display with beer and snacks in selected supermarkets.
Responding to consumption moments seems to appeal to consumers, who are thus tempted to make a purchase. A marketer that understands what drives shoppers at the time of purchase, is able to build a relationship with their customers. But how does one appeal to shoppers? Below we share some tips to best utilize these consumption moments.
1. Focus on the shopper, not the consumer
Consumers use, shoppers buy. Shopper marketing concentrates on the consumer's 'active' purchasing decision process. It is no coincidence that insights into the shopping behaviour of buyers are a crucial addition to the 'passive' awareness and preferred structure of consumer marketing. Therefore, make sure you understand the barriers to buying your brand (or product category). Which consumer occasions are there? What role does the price play in comparison with other factors such as convenience, well-being or sustainability? What opportunities are created by changes in use or consumption?
2. Offer solutions
Keep in mind that the final purchase decision is taken in favour of the product that offers the most appropriate solution to a shopper’s needs. A collaboration with one or more other brands can offer a significant advantage. Consider, for example, the phenomenon that increasingly more supermarkets are setting up part of their refrigeration with selected fresh products that together make up a meal. The shopper picks up a recipe card that appeals and, within a few moments, collects the matching ingredients (pre-cut vegetables, meat, fresh sauce, side dishes). Convenience is what many shoppers pay extra money for these days.
3. Keep in mind the path to purchase
Although the focus must be on the shopper to realize a sale, the decision-making process does not fully take place in front of the shelf. Of course, brand preference plays an important role and that is why Brand Awareness cannot be lacking in a brand strategy. It is important to keep in-store communication transparent and simple; if it gets too complicated, buyers resort to the cheapest price.