Way to Shop­pers Mind, Heart & Wal­let

Point of Purchase - - INTERNATIONAL - Maslow’s Shop­pers

Shop­pers are only get­ting com­plex with ev­ery pass­ing day, with tech­nol­ogy at their dis­posal they be­come more un­pre­dictable and thus the Path-to-pur­chase also gets a lit­tle twisted. Thus through this space we bring to you some in­ter­na­tional wis­dom which helps you get closer to your shop­per. This time we have a fea­ture penned by Ja­son Rorg­ers, who that in­di­cates how brands need to fash­ion their dig­i­tal-me­dia strate­gies to sat­isfy the hi­er­ar­chy of needs and val­ues of Shop­pers. Read on to know more.

me­dia strate­gies must sat­isfy a hi­er­ar­chy of needs and val­ues. Much has been said and writ­ten about the dis­tinc­tion be­tween con­sumers and shop­pers. We’re con­sumers ev­ery mo­ment of our lives. We’re bom­barded with mar­ket­ing from the mo­ment we awake and hear a dee­jay pro­mot­ing a con­cert un­til late at night when we see a com­mer­cial for a new hy­brid car. As a result, most con­sumers shut out all but the most en­gag­ing mes­sages. Shop­pers, on the other hand, sim­ply want and need some­thing. New car, lap­top or home? No ques­tion, shop­pers are in­vested. Toi­let pa­per, canned veg­eta­bles or af­ter-school snacks for the kids? Hmm! maybe not as in­vested. De­spite op­er­at­ing at very dif­fer­ent ends of the con­sid­er­a­tion spec­trum, there is a com­mon de­nom­i­na­tor: Shop­pers have a goal. The level of ef­fort, en­thu­si­asm and time they will in­vest is based on what that some­thing is. Now, let’s see how dig­i­tal fits into the equa­tion. Dig­i­tal is not ex­clu­sive to some peo­ple’s lives; it’s cen­tral to ev­ery­one’s lives. The web has fun­da­men­tally changed the way we find, dis­cover, share, shop and con­nect. Whether they know it or not, when con­sumers use dig­i­tal, a switch flips in their brains. They be­come task-ori­ented. Even when it’s ca­sual brows­ing, they have some­thing in mind that they want to ac­com­plish. Un­der­stand­ing they have a task means that, as mar­keters, we need to make sure that how we join them on that jour­ney is rel­e­vant. When we think about shop­pers, a com­mon as­sump­tion is that those who are shop­ping on­line are early adopters. While per­haps this was true a few years ago, it’s cer­tainly not so to­day. With the ex­cep­tion of the 65-plus tar­get, all other age de­mo­graph­ics are in­creas­ing on­line shop­ping ex­po­nen­tially. Younger de­mo­graph­ics — the Gen X, Gen Y and be­low — have been raised as dig­i­tal na­tives rather than dig­i­tal im­mi­grants (as Ru­pert Mur­doch re­ferred to them dur­ing his 2005 speech to the Amer­i­can So­ci­ety of News­pa­per Ed­i­tors). Dig­i­tal na­tives have never known a time when there wasn’t email, Fire­fox or mo­bile phones. Dig­i­tal im­mi­grants are the rest of us. We’ve had to adapt to tech­nol­ogy. Ta­ble stakes are to de­liver against core shop­per needs of sav­ing time and money, but to suc­ceed you must sat­isfy higher or­der needs (see chart one). Shop­pers need to feel smarter, they want their shop­ping ex­pe­ri­ence to be en­joy­able and are ea­ger to know you are sup­port­ing their val­ues. At the end of the day, they will trade time and cost sav­ings to be ful­filled on th­ese other lev­els. Let’s ex­plore how ex­pec­ta­tions have changed and how that im­pacts the way we con­nect with shop­pers by out­lin­ing best prac­tices, drawn from our lat­est “Dig­i­tal Shop­per Mar­ket­ing” study.

Shop­per Needs at Home. The at-home phase of the shop­per’s jour­ney has been about pre-plan­ning and list build­ing. How­ever, it’s evolved to in­clude al­ter­nate com­merce mod­els. While e-com­mece has been com­mon in other cat­e­gories for some time, it’s fairly new for pack­aged-goods brands and re­tail­ers. The key to win­ning at this stage is get­ting on their shop­ping list. The shop­per fig­ures out what they need, con­sid­ers brands, where to find them, and who has the best price. As we think about how the typ­i­cal con­sumer uses dig­i­tal, we can find ways to in­flu­ence each step in the process. Re­tail­ers can im­prove the in­store ex­pe­ri­ence and on­line pres­ence, ease of ac­cess, se­lec­tion, loy­alty model, com­merce model, on­line and in-store se­lec­tion of items, con­tent, mo­bile tools and be­yond. Brands can en­hance the ease of ac­cess to prod­uct in­for­ma­tion, pre­mium con­tent or ex­pe­ri­ences be­yond the prod­uct it­self, pro­mo­tional strate­gies, price in­cen­tives and lever­ag­ing brand eq­ui­ties. Keep in mind that while shop­per traf­fic to brand sites is down, traf­fic to re­tailer sites is up — sig­nif­i­cantly. Ama­zon. com is the #8 ranked web­site in the US, with Wal­mart.com com­ing in at #33. Re­tailer sites are where your shop­pers are spend­ing time and pop­u­lat­ing their shop­ping lists. So, make site search sim­ple to use with clear, in­tu­itive nav­i­ga­tion. De­liver con­tent that is in keep­ing with who you are and how you want to be known.

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