5:00 basics about shopper marketing, you should know
Author: Dai Liping Zhang Xiuwen 15 years ago, and an advertising company executives talk future marketing trends, the manager said the main battlefield of the future of marketing in the store, the store’s study of human behavior can be very valuable, is to figure out how they In front of the shelves of shopping details, and how to motivate them to buy. With today’s words, it is shopper marketing. Today, shopper marketing is not a new word, but looking back at the heyday of consumer research, marketing, mainly through the mass media, then indeed make such a point of view forward. With the New Nike Air Force 1 Mens All Black Shoes rise of big data, mobile Internet and social business is, O2O become strategic layout many consumer product companies and the mouth of the channel, for example, how to create a combination of online and offline experience shop, how to encourage shoppers to share and disseminate their shopping experience and so on. Thus, for the consumer to realize shoppers shift also become the target pursued by many companies, businesses will put more marketing resources to sales channels. Shopper research in the social era meet new opportunities and challenges, therefore, SocialBeta joint CSG-Envirosell China, launched the ‘Why We Buy – Shopper Marketing’ column, in order to change consumer goods companies and channel partners in social business background thinking and acting, more accurate capture shoppers conduct market research and marketing consulting. 1. shopper marketing is in fact an extension of traditional marketing, shopper marketing is a natural extension of traditional marketing, it began in the 1990s, was first introduced to China by the United States. Prior to this, the international company for the traditional marketing model the mass of consumers is: buy based on consumer research, product innovation, communication through the mass media, to strengthen the differentiated positioning or brand image, boosting consumer, such as Procter \u0026 Gamble, Unilever Colgate, Wrigley. Marketers usually focus on the early product innovation, positioning and marketing mix design on pre-IPO. The local strength of the brand’s marketing model is the end to win, a strong distribution system through intensive, from a pole inserted into the first-tier cities and towns, to achieve high efficiency products in the breadth and depth distribution; at the same time, with a large number of channels for campaign to promote the distributors and retailers ordering confidence, such as Wahaha, Haier, clothing and sports brand Jinjiang system. Focus on channel marketing staff and CCTV advertising orders. With the transition supply capacity and improve efficiency and product enterprises to solve the ‘sell what’ questions, but ‘how to sell’ more and more problems, for channel marketing model and consumer-oriented marketing model increasingly marginal utility Less, in this context, a number of large international companies starting to focus on shopper marketing efforts for the earliest P \u0026 amp; G Company used widely. To support the need shopper marketing decisions, many international companies specialized features shopper insight department (shopper insight division), familiar with P \u0026 G, Unilever, Zi million, Philips, Mead Johnson, Johnson \u0026 Johnson. Unilever even pioneered the shopper insight term, the industry is widely regarded as the cornerstone of shopper marketing. According to the recent understanding of the industry, many companies invest in shopper marketing more than 21% annual growth. Such as Procter \u0026 Gamble, they invest at least $ 500 million annually in shopper marketing. In the US, P \u0026 G’s consumer marketing team can be seen as a pioneer in shopper marketing. They established a specialized laboratory simulated retail environment, observing and studying shopper behavior, they believe that the most reliable market research in the store and the consumer’s home. In Europe, there are many companies were shopper marketing practices, including Unilever, Beiersdorf (Beiersdorf) and so on. Now this door ‘discipline’ being like Phenomena (the first European shopper marketing agency), Envirosell (top US shopper research consultancy) such an organization to promote the continuous development and mature. 2. shopper marketing to solve any problem buyers marketing major manufacturers and retailers to help solve the following problems: channel optimization (channel strategy) store diagnosis (store clinic) power management category (Category dynamics) display shelf space planning and management (Planogramming) row surface Efficiency Management (Facing) store design and layout (re / Design and re / Layout) window (Window leveraging) moving line (Path leveraging) hotspots (Hotspot leveraging) first destination (First destination leveraging) to help Air Jordan 1 sales, Duitou and Promotion Management (POSM, TG, Promotion) price / price management (Pricing) sales technique Management (PG talk term) in-store advertising communication (BTL communication) flagship store online shopping experience to enhance the (online flagship store UX) O2O / O2M collaborative management ( O2O / O2M synergy) 3 Focus shopper marketing woman shopping in learning known as the originator of Paco Underhill in its retail Bible. ‘Why Customers Buy (upgrade version): a new era of retail Bible,’ a book about: Shopping is always closely associated with women. Cheapest Nike Air Force 1 Mens White Blue Shoes Shopping is female. If the manufacturers or retailers can not meet the needs of a woman, a woman could be thrown into Darwin’s ‘trash’ like dinosaurs disappeared from the earth. Shopping philosophy really understand women, they are not alone in the store is complete shopping task, but in exploring the real emotional expression. The selection of a long time a woman will be able to express ourselves items. Online ‘buy a GAP pants’ deconstructed piece image differences between men and women shopping: Men went straight to the counter, quickly find things to buy, buy things away, consuming 6 minutes, cost 900 yuan; women took 3 hours 26 minutes Walk around all brand counters, the final cost of 19,950 yuan, far beyond the planned purchase of a GAP pants. Therefore, women on shopping environment requires much more than men (men in the eyes of the shopping center is to have chairs and not chair of the points), especially the demand for space. Manufacturers or retailers must understand these needs, design products on display or layouts, for example, women do not want to see placed in the ground to what parts below the waist, hips squat collision worry people, the so-called ‘bottom-phobia.’ In addition, women like in a concave ‘dead’ or isolation of space travel shopping, so do not worry about being squeezed touch, sense the feeling of being protected. In shopping behavior, 70% of women shoppers before deciding to buy what should be the product of careful study, especially new products. Jordan Son of Mars Survey shows that 91% of 2015 Latest Nike Shoes women shoppers will read the contents of the packaging front, 42 percent will read what follows, to read the content of 8% on both sides. Reading takes time, the time needed space, which means that the front shelf or counter before people feel comfortable if there undisturbed space is very important. If women do not feel comfortable, they will not stop for one second, of course, will not buy those products need to study up. Remember focused woman. The shopper insight is the cornerstone of shopper marketing is accompanied by shopper marketing, shopper study also rise over the past 10 years, becoming a popular market research topic. Based on shopper research, in-store shopper insight solutions behavior, buying motives, triggering buy the ‘moment of truth’ to help customers with practical improvements in the retail end of the display, layout and marketing strategies, improve customer competitiveness in the retail end and customer loyalty, achieve 3M goal to attract more customers (more customers), to attract customers to buy more (more volume) and promote more cross-buying (more categories) observation method is the core shopper research, which a method widely used in the earliest Envirosell, has become its unique advantages. Over the past 28 years, Envirosell million people in the world to observe the count of shoppers. Envirosell believe: Insights from Nature (shopper insight from shoppers in sight) natural shopping environment to make shoppers more relaxed, more realistic behavior and motivation, through on-site observation, a detailed analysis of shopper shopping every detail, intuitive understanding of shopper and interactions between the shopping environment, while combining qualitative methods, accompanied by motivation shopping, decoding behind the behavior. Observation in the form of flexible forms include: experimental and non-experimental observation, structured and unstructured observation, direct and indirect observation, observation of labor and equipment. Adidas, Microsoft, Apple, Sony, Home Depot, MUJU other brands very seriously shopper insight, they commissioned a professional shopper research consultancy Global Insight million a year on in-store shopper behavior, motivations and shopping experience for store design / redesign, shelf space planning and layout, in-store advertising and marketing aids designed to provide direction Popular Nike Air Force 1 High Womens Black Green Shoes and trace the design and layout verification to enhance the effect on sales. Digital and social trend 5. shopper marketing with the current online shopping, great shopping and the popularity of mobile terminal, shopper marketing, social media environment took place: on the one hand, the Internet / mobile Internet is largely determines the shopping behavior. Today, people go to the mall before shopping online can get shopping information and a lot of choice, so they put the right to choose to remain part of the decision, that the majority of shoppers buying decisions are made before the shelf. On the other hand, the Internet has opened up new retail channels. Now, customers not only have a range of goods can be purchased, as well as diverse buying patterns and different retail channels (physical or virtual) can be selected. Now a typical baby products buying process is this: consider buying è collect online product information / consulting her friends shop on the ground understand the product under è è è online and offline Search Search lines have cut prices or promotions è determine online or offline Under the purchase. Shoppers are no longer loyal to a single source of exposure, but look forward to the online media, social media seamlessly integrated, removable media and store other channels, although to achieve this goal will be a challenge. Shoppers not Nike Air Max Mens only shoppers, but it is also eShopper, shopping behavior more SOLOMOME (social, local, mobile, meConsumer), shopping motivation is no longer just satisfied to be a savvy shopper, but focus more on participation, interaction, Share, ‘sun’, reward yourself and individual consumption. Only those who focus on the customer experience of the brand, unique to the fierce competition. Through in-depth study of shopper behavior in the physical or virtual retail channels to enhance the customer experience quality, so retail sales functions from a single terminal to enhance the strategic arms business success. via: SocialBeta