The Journey no longer remains Linear
For long brands & their agencies have walked the Path to Purchase wherein it all starts with creating awareness, then igniting interest and thus driving action. And with this comes the feeling that we know our shopper and can control them. But off late it seems that numerous shoppers have started to take many diversions while walking this path and somehow it is not known what direction they are headed towards. Attempting to answer this bit Point-of-Purchase speaks to experts trying to decode what has changed & why.
TVC’s have always intrigued and entertained me as a viewer, but this time around something in particular about this latest Idea ad got me thinking. As the storyboard has it, an authentic middle class, young couple steps into a consumer durables store with a mission to buy a washing machine on mind. Abhishek Bachan, playing the character of a diligent salesperson, takes them through the varied options and portraying the attribute of a typical Indian shopper, the couple expresses their views of keeping the piece aside and that they will come in a while. To which the salesperson laughing says, ‘Madam ab aap sab dukan mein jaake rate poochegi, OLD IDEA.’ And then shows the NEW IDEA, a smart phone which will enable her to merely scan and compare the product she intends to buy with multiple stores and its availability. At the end thrilled with the new idea she makes her purchase decision. What got me thinking and excited is the fact that this is actually happening out there for real. Shoppers are swiftly shunning the OLD IDEA of shopping and beginning to be progressive. It seems to be quite a revolution and it is catching fire and surely is just not an urban phenomena. As Amit Ajwani, General Manager, Saatchi & Saatchi X (India) states, “Shoppers are progressively getting more exposed to the global trends in shopping and are also becoming tech savvy. This progression in shopper behavior and hence expectation, is not reflected in the actual shopping experience due to limitations in resources and infrastructure as far as the retail environment is concerned.” Adding on the same lines, Nisha Abdulla, Head of Shopper Research, Insight Instore says, “Shopper mindset is now about ‘more and better’. Shoppers are aware of constantly evolving products and more brands offering greater variety. This ‘knowledge’ guides their behaviour at shopping environments. Urban shoppers have effortlessly combined the virtual and the real in terms of shopping environments, shoppers in tier 3 and rural India have adopted newer products like fabric softeners, conditioners all displaying evolving mindsets to shopping.” Fur t her explaining t he evolution Anurag Vaish, Co-Founder, Final Mile Consulting says, “The shopper evolution in India is being guided by the availability of shopping formats that allow shoppers to freely interact and engage with merchandise before making their purchase decisions. And since this process needs no retailer/ salesperson intervention, there is far more confidence to engage with merchandise even if the idea is to simply ‘know’ rather than ‘buy’. This is leading to a more knowledgeable and aware shopper.” Many such factors are by the minute changing the shopper which raises an immediate thought; with the shopper changing wont the Path to Purchase we think they traverse undergo change. If yes, what is it that is driving the change? What are the aspects, factors that off late have risen to be the path to purchase influencers that are altering the way shoppers take up their shopping journey? Here is what we collated from our experts as answers: Some top of the list Path to Purchase influencers include:
Anurag Vaish Co-Founder Final Mile Consulting
Nisha Abdulla Shopper Research Head Insight Instore
Amit Ajwani General Manager Saatchi & Saatchi