INSIDE AND OUT
IN-STORE DECISIONS ARE STILL KEY
Over the years, the role of in-store shopper marketing has evolved as a potent component in a consumer’s path to purchase. According to Nielsen, 68 percent of buying decisions are unplanned and more than half the purchase choices are made in-store – not just with consumer packaged goods (CPG), but furniture, fashion, electronics and consumer durables like fridges and stoves and even car manufacturers. Where once the path-to-purchace model used to be a straight forward funnel that led to a purchase, today’s path has become much more complex. It’s more scrambled, as people are constantly exposed to a myriad of information from a variety of mediums.
With the explosion of mobile, social and digital influences, it’s imparative to use a blend of online and offline strategies through-out multiple touch points to drive consumers in-store. Once there, companies have to effectively grab shoppers’ attention.
No matter how much research or pre-shopping that has already been done, once in-store, it’s important to realize that the consumer is now a shopper, and not yet a buyer. Here again he/she is bombarded with a slew of information regarding prices, sizes, ingredients, pre-notions and a variety of competitor options, not to mention the ever present smart phone.
ONCE IN STORE, IT’S IMPORTANT TO REALIZE THE CONSUMER IS NOW A SHOPPER, AND NOT YET A BUYER…
To transform a shopper to a buyer, It is accutely crucial to generate integrated in-store experiences that are creative, re-inforce brand appeal, differantiate your brand and fight hard to deliver sales.
Every touchpoint of the shopper journey should be informative and engaging. Keep it simple and direct. Most shoppers are on a mission and want to make a purchase with minimum hassle and feel good about the experience. By understanding your consumer and knowing how to appeal to them throughout their path-to-purchase, the chances of transforming a shopper to a buyer becomes more achievable!