• Shopper Marketing: como aumentar as decisões de compra no ponto de venda
• Authors: Markus Stahlberg and Ville Maila
• Publisher: Kogan Page
• Publicação: 2010

Shopper Marketing is a round up of cutting edge insight into this new hot area of marketing, defined as brand marketing for the retail (and e-tail) environment. With 68% de todas as compras não planejadas, 70% das escolhas de marca feitas na loja e apenas 5% dos compradores fiéis a uma determinada marcadentro de qualquer categoria específica, as marcas e os retalhistas precisam de compreender as pessoas como compradores ativos, em vez de consumidores passivos.

Through 34 brain-snack sized chapters by leading experts, Shopper Marketing provides a useful primer for brands and retailers alike on how shopper-centric marketing can increase purchase decisions at the point of sale.

The overarching takeaway – successful brands should be designed as much as shopper solutions as they are consumer solutions:  For example, brand design should be executed with the 3S’s in mind – the shelf, the store and the shopper – as opposed to the traditional focus on bringing to life  the brand essence/pyramid/onion.

Key insights:

• PAPA Matters: Embora a maioria das decisões sejam tomadas no ponto de compra – os compradores chegam ao ponto de compra com PAPA – propósitos, suposições, preferências e atitudes.  Otimizar as decisões de compra no ponto de compra com insights do comprador significa compreender o PAPA.
• Shopping is a Journey:  O processo de compra pode ser melhor entendido como uma jornada de sete etapas às quais as percepções do comprador podem ser atribuídas
  • The Awakening (awakening the consumer to the possibility of a journey)
  • The Call (when a consumer becomes a shopper with a purchasing purpose)
  • The Crossing (escolher e entrar na loja)
  • The Path (searching for the solution)
  • The Reckoning (avaliando entre opções)
  • The Prize (choosing the right option)
  • The Homecoming (voltando para casa com o prêmio)
• Siga melhor para o varejo: Marcas, varejistas (e varejistas eletrônicos) devem “seguir” os compradores no varejo, para identificar pontos problemáticos na experiência de compra e compartilhar insights e soluções com parceiros
• From 10,000 to 20:  A good shopper insight should help explain how shoppers get from the 10,000 products on display competing with each other in the average supermarket store, to the 20 or so get found, chosen and purchased.
• Branding the Store:  Stores need to become brands – offering unique loyalty-generating retail experience. Brand manufacturers should not only align themselves with retailers to further this goal, but actively share their expertise in brands to help retailers through this branding transformation
• Sensual Shopping: Shoppers are increasingly “tuning out” of traditional in-store marketing – brands need to reinvigorate their marketing by creating emotional arousal of the full five senses; sight, sound, smell, touch and taste.
• It’s all in the Packaging: As retailers increasingly ban in-store marketing materials, packaging is the main way brands can do effective shopper marketing, and optimize purchase decisions as point of purchase by following these six design guidelines
  • Visibility. Use contrast, large blocks of colour, and white space.
  • Design for shop-ability.  Make recognition and selection easy with consistent use of colours, sizes and shapes
  • Differentiation. Distinguish yourself from the competition with packaging that has emotional appeal – as the right choice
  • Simplicity: On pack design should communicate a single clear message/claim, additional claims dilute the message
  • Utility: Drive consumption with pack variants (on fridge packs, on the go packs)
  • Sustentabilidade: Apelo às preocupações ambientais
• Shopping the Cause: Construa a fidelidade do cliente com marketing de causa usando estas sete diretrizes
  • Encontre um problema com o qual seu cliente principal se preocupa
  • Be in for the long term and integrate (fully into your communications plan)
  • Identify the actionable [and measurable] insight that will motivate shoppers
  • Engage the local community – national programs with local relevance
  • Avoid compassion fatigue by being transparent and engaging shoppers on a personal level
  • Measure, measure measure results – and promote them internally and to shoppers – all stakeholders need to see progress, and marketers need to see what is working
  • Allow your program to evolve – be nimble, and agile – test, learn, adjust