Shopper Is Only Part of the Story
The notion of shopper marketing has dramatically changed….and, has thrived in helping brands guide shoppers through a new dynamic retail, helping them make decisions in a world of blurring value provided by retailers and freedom of ecommerce and mobile.
But looking at, inside and around the shopper is no longer enough.
Today’s retail experience (in and out of store) is so seamless and immersive that addressing a target as a shopper alone is outdated.
The new reality: people act in 4 modes (as consumers, shoppers, influencers and buyers) almost simultaneously and all in the quest to do one thing…fulfill their wants and needs on their terms.
We’ve all heard or seen a similar scenario…someone sees a cool pair of shoes via a billboard. They go online to shop for price and availability. They then go to the store to try them on. Once they have made a decision, they will either buy in-store or go back online to purchase at a lower price. Finally, they post, tweet, text and pin to share the “news”, talking about their “win” and experience.
This is the 4 modes of a target at work. The Consumer is exposed to the product and determines the desire or need; the shopper explores online and at the store; the buyer finds the most convenient channel to purchase; and the influencer shares out and creates an impression. A great example of what we, at TPN, call a Modal Dialog™, where a brand creates relevant encounters with their target based on the target’s demands throughout their journey.
But what does that mean for Shopper Marketing? As marketers, we need to consider the opportunity created by all 4 modes:
- What is the shopper dynamic and how can we remove barriers, optimize the process, and elevate the experience?
- Is there consumer value (health benefits, quality, badge value) that would help overcome a shopper hurdle (price, convenience, navigation)?
- Is there potential for a shopper to transition to influencer and share out information?
- Are there incremental purchase facilitators (physical or virtual) which could help the brand and/or retailer in closing the sale with the buyer?
Individuals are in control of how they ultimately engage with content and vehicle(s) that brands and marketers create. Embracing the notion of the 4 modes will help brands effectively interact with a target as they navigate the environment, allowing marketers to holistically address a target’s needs and results in greater engagement. And at the end of the day, isn’t that the goal of shopper marketing?