Ankur Shiv Bhan­dari

Point of Purchase - - CONTENTS -

The shop­per is the most in­trigu­ing fac­tor for brand mar­keters. She presents chal­lenges that get in­creas­ingly com­plex es­pe­cially in a coun­try like In­dia with its di­verse cul­tural dy­nam­ics. Ankur Shiv Bhan­dari, MD, Kan­tar Re­tail In­dian sub-con­ti­nent, de­mys­ti­fies this phe­nom­e­non and presents some in­sights on over­com­ing the chal­lenges posed by the In­dian shop­per.

Let

me start this ar­ti­cle by ask­ing a sim­ple ques­tion. What dis­tinc­tion do you make be­tween a Con­sumer and a Shop­per? Or do you? Al­though re­lated, these are 2 sep­a­rate en­ti­ties and need to be han­dled as such. We de­fine mar­ket­ing to both as fol­low­ing:

“Con­sumer Mar­ket­ing fo­cuses on the con­sumer to build aware­ness and cre­ate con­sid­er­a­tion to use by cre­at­ing an affin­ity with the brand”.

“Shop­per Mar­ket­ing in­te­grates con­sumer, shop­per and re­tailer in­sights, to en­gage the Shop­per at the point of pur­chase de­ci­sion, and win their pur­chase”.

The clue to un­der­stand­ing the chal­lenges with the In­dian shop­per and over­com­ing them lies in the shop­per mar­ket­ing def­i­ni­tion above. A po­ten­tial process to un­der­stand and in­te­grate con­sumer and shop­per in­sights can be by un­der­stand­ing the 5 Ws as be­low:

Un­der­stand­ing of these 5 w’s helps with plan­ning of how to influence shop­pers along the shop­per jour­ney to con­vert con­sid­er­a­tion of pur­chase to ac­tual pur­chase. A lot of the or­gan­i­sa­tions fal­ter at this junc­tion of be­ing able to con­vert con­sid­er­a­tion of a shop­per into ac­tual pur­chase.

We need to un­der­stand & influence con­sumers and shop­pers at each step of the shop­per jour­ney

De­tailed un­der­stand­ing of the shop­per jour­ney also helps with un­der­stand­ing trig­gers and bar­ri­ers to pur­chase for a shop­per. An or­gan­i­sa­tion can then use this un­der­stand­ing to put plans in place to lever­age trig­gers and re­move bar­ri­ers to re­sult in a trans­ac­tion. An­other key chal­lenge to note here is the avail­abil­ity of data whether pri­mary or sec­ondary to un­der­stand the 5Ws men­tioned above. As the In­dian mar­ket ma­tures and the data avail­abil­ity in­creases there will be a big­ger op­por­tu­nity to re­ally get into the de­tail of shop­per be­hav­iour and help with con­ver­sion. This in­for­ma­tion can help or­gan­i­sa­tions to:

1. AT­TRACT shop­pers in and out of

store

2. IN­TER­ACT with shop­pers as they nav­i­gate the store

3. Get shop­pers to ACT and pur­chase at the fix­ture

Ankur can be con­tacted at Ankur.bhan­dari@kan­tarre­tail.com

Ankur Shiv Bhan­dari Man­ag­ing Di­rec­tor Kan­tar Re­tail In­dian Sub-Con­ti­nent

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