Consumers versus shoppers
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