Con­sumers ver­sus shop­pers

Finweek English Edition - - Advertising & Marketing - POLOKO MO­FO­KENG polokom@fin­week.co.za

WHAT’S THE DIF­FER­ENCE be­tween a shop­per and a con­sumer? They may be two dif­fer­ent peo­ple or the same per­son in dif­fer­ent places and times, says Jeremy Pad­gen, chair­man of in­ter­na­tional shop­per mar­ket­ing group In­te­ger.

For ex­am­ple, John sees an ad for the lat­est ra­zor with tea tree oil sooth­ing strip. As the tar­get con­sumer, all com­mu­ni­ca­tion, in­clud­ing in-store cues, caters to him – but he may not be the one shop­ping. His wife or girl­friend Lisa may be the shop­per – so she also needs to be en­gaged by the prod­uct in store. Al­ter­na­tively, she may be at­tracted by nu­mer­ous ads for hair dye (con­sumer) but is con­fused by all the op­tions at the pur­chase point. Without any guide she (the shop­per) may leave empty handed.

The wis­dom is that prod­ucts con­tinue giv­ing sig­nals in store and the cor­rect ones are more likely to re­sult in sales. In­te­ger in­ter­na­tional CEO Mike Sweeney says it’s cru­cial to un­der­stand the en­vi­ron­ment. The world has changed, peo­ple con­sume in­for­ma­tion in new ways – there­fore it’s im­per­a­tive to step out­side the box even when you’re un­com­fort­able.

In­te­ger, a TBWA sub­sidiary, has now been launched in SA. “This is the best time to push those bound­aries,” says lo­cal MD Tracy Roberts. “Our agency ap­proach of con­stant tracking and mea­sur­ing with the in­volve­ment of all stake­hold­ers is a big plus.”

At the launch of In­te­ger South Africa. Reg Las­caris, Tracy Roberts, Mike Sweeney and Jeremy Pad­gen

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