BIZ SPONZORS
popular biz reading
Marketing Mix: Promotion
Employee Turnover
Marketing Mix: Price
Planning and Organizing
Maslow's Hierarchy of Needs
Key Performance Indicators
Sustainable Competitive Advantage
Ishikawa Fishbone Diagram
Price Determination
Supply Chain Concept
Employee Induction
3 Basic Finance Statements
Sales Forecast Accuracy
FMCG Sales Boosting
OTIF - On Time In Full
Merchandising at the Point of Sales
Promotion Mix: Advertising
Employee Motivation
Porter's 5 Forces
CHECK ON BIZ DEVELOPMENT
biz sponsors
BrainCast Relaxation
Advertise on Biz Development
My BrainCast
Energy Booster
Twitter
biz archive
2012
2011
2010
2009
2008
2007

My Introspective

by Laurus Nobilis
My BrainCast

Marketing Management

Activating The Shopper (E)

 

Activating The Shopper

 

 

How to activate customer? How to engage customer? Where we have the opportunity?

 

Posted: Apr 2010


 

 

 

 

 

 

 

 

The shopping is very complex process which includes many components. The shopper is the decision maker in the shopping process. Beside promotional mix and price, his decision depends of different factors:

Constrains: Time, Money, Space in the Basket
Consumer: Shopper is buying for himself or for somebody else
Reason for Shopping: Planned purchase, Unplanned purchase, Quick Pick, ...
Motivation: Price, Service, Support, ...

The success of the whole process may depend of the single factor. If the shopper is limited with only one factor, the shopping can be missed. In order to activate the shopper and to make the shopping process successful, it is necessary to undertake different steps.

Visual Communication

Visual Communication

The shopping is very complex process which includes many components. The shopper is the decision maker in the shopping process. His decision depends of many factors, constrains, motivations and reasons for shopping. How to engage the shopper in a best possible way?



Think how much time a consumer gets to understand the message….  1, 2, 3 seconds… Where to put your message? Shoppers are more pressed for time than ever, they expect information to be out in the. You cannot just put your sign up in empty spots where it fits and expect people to see it. Stores are a collection of Zones, you have got to map them out before you place your signs.

You need to go out and walk round the store and ask:

  • What will shoppers are doing here?

  • Where will their eyes be focused?

  • What will they be thinking?

  • Will they be walking slowly or fast?

  • If fast the message must be short.

  • If slow you can deliver more detail.

Each zone is right for one kind of message and wrong for another. At a petrol station you can put a longer message at the pump, a short and message on route and another longer message at the queue before the cash register. Basically, the time spent on some location dictates the size and length of the message.

For maximum exposure you should interrupt the natural sight lines in any given area, so you stand in a spot and determine where the shopper is looking. In the queue for the cashier hanging a banner above them is no good as they do not look up. However placing a sign 3-4 meters away is more effective as it is in their natural sight line.

People usually look at the other people. This is why in Fast Food Chains they often activate directly above the cash register, more or less just below the cashiers face.

 
Next: 

Activating the Shopper
Visual Communication
How to Slow Shoppers Down? Men versus Women as Shoppers
Rules for Displaying

Exploring the Peripheral Vision

 

My BrainCast Self Improvement
blog comments powered by Disqus
 
     
My BrainCast My BrainCast energy Booster My Braincast Deep Sleep
My BrainCast Mandala Meditation My BrainCast Relaxation
my-braincast