Ankur Shiv Bhandari
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.
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
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.firstname.lastname@example.org
Ankur Shiv Bhandari Managing Director Kantar Retail Indian Sub-Continent