Never has shopper marketing been more in the spotlight and, when aligned with good digital and experiential strategies, applying these scientific insights will undoubtedly maximise your marketing spend, driving more feet in-store and product off the shelves. Carolyn White, our shopper marketing guru, takes a look at some global trends and gives us her insights on what you can expect this year, including:
- Shopper showrooming
- Age of apps
- Store of tomorrow
- Mission-based shopping
- Magic No. 3
- Money back guarantees linked to product satisfaction
Shopper showrooming – trend of viewing the products in bricks-and-mortar settings (experience, trial and price) and then ordering online for discounts and convenience.
Globally, stores charge for the shopper experiences (e.g. trying on clothing and product interaction).
MH predicts that SA consumers will embrace online shopping more if retail drives experience linked to online purchase rewards, e.g. via NFC- and GEO-targeted campaigns.
Age of apps – apps are becoming a way to manage, explore, decide on and simplify the world around us. From RSP comparison checks (retailpricewatch.co.za) to sunscreen apps and fitness apps, more shoppers are embracing the app world to manage their lifestyle.
The challenge for brands is to utilise apps within programmes that deliver tangible brand benefits and rewards.
MH predicts that more shopper programmes will include an app that benefits the retailer, the experience (brand) and the shopper mode of experience.
Store of tomorrow – the retail world no longer follows the 4Ps – right product, right promotion, right price and right placement. Shoppers are increasingly choosing how and where they want to experience and purchase a brand, so the store needs to come to the shopper.
This has been seen in the explosion of pop-up experiential stores and more modern takes of AR invisible stores, to create brand hype and showcase digital technology.
MH predicts that brands will create and customise segmented offerings on-the-go to create the experience that drives shoppers back to store.
Mission-based shopping is the single growth driver that accounts for increase in basket size growth. More attention will be paid to this to work out how to effectively market products and services to shoppers if one understands the missions they are on and, more importantly, the opportunity to cross-sell within these missions.
MH predicts that more companies will deploy insights to target shopper missions and create/leverage occasions accordingly.
Magic No. 3 – more marketing efforts are targeted to driving the interaction between retail space, digital engagement and experiential marketing. The brands that will own spaces in shoppers’ minds will seamlessly entrench the engagement or experience with digital shopper rewards.
MH predicts that 60% – 70% of marketing budgets will span these core disciplines, with other media as support and amplification of the campaign.
E-couponing – although heavily driven through compatibility with retailer redemption technology, more shoppers are starting to manage their grocery shopping and bills with coupon downloads.
Eezi Coupons, for example, ensure the right offer and right place with the RIGHT mechanic.
MH predicts that accessibility of coupons will drive store choice and product purchase in the long term.
Shoppers are becoming increasingly ‘aware’ of the catches in loyalty cards to increase purchase, and will be looking for smarter and more efficient ways to be rewarded in real-time purchases rather than in points.
Money back guarantees linked to product satisfaction – increasing focus from top CPG companies is building MBG into product marketing messages. The effects are two-fold:
- Reassures the shopper that the product is fail-safe (“I can hold you to that”).
- Repositions a product effectively against competitors offering the same benefit.
MH predicts that shoppers will start to demand brand transparency on product delivery. The MBG will need to be a packaging seal across all brands.