Less than 20″ to Influence
80% of the choices that shoppers make in-store take less than 20 seconds…
Myth Busting
For as long as I care to remember the adage that 70% of purchase decisions are made in-store has floated around in conversations and articles in the retail community and been used as a justification for investment in in-store shopper marketing activity. In recent years there has been much conjecture over the 70% figure. So …
Paying Attention to Packaging
Grocery shopping is a task based activity. Often times we will walk into an aisle and play out a heuristic script which leads us to select the same product that we always have. Searching for that product is a process of elimination guided by familiar signals such as the shape and colour of packaging. In …
Mission Control
When you ask people how much of a supermarket (how many aisles) they visit when they go shopping, a large proportion will tell you that they visit nearly all of it. In fact this is far from the truth. We know this from studying shopper behavior in supermarkets using CCTV video footage to monitor shopper traffic.
The draw of the store
Although the growth in on-line sales is unquestionable, that’s not a reason for retailers or manufacturers to take their eye off the ball with Bricks & Mortar.
In the UK a mere 4.4% of grocery sales are on-line and the IGD predicts that this will rise to 8.9% by 2019. OK that’s strong growth but it still leaves over 90% of sales to be accounted for by physical stores.
A similar picture is also abundantly clear in the US where bricks and mortar represents a massive 90% of total retail sales and remarkably the preference for the physical channel is stronger among teens than any other age group according to management consultants AT Kearney.
So there is clearly a healthy future for bricks and mortar in the retail mix, but with the transparency of the internet and the ability of shoppers to search, compare and buy products from across the globe from the comfort of their armchairs what lies behind the on-going draw of the physical store?
Grocery Retailing – A Volume Business
Grocery retailing is undoubtedly a volume business where marginal changes in shopper behaviour can have a massive impact on the balance sheet. To use an example, some five and a half billion litres of milk are sold in the UK each year with the top 5 grocery multiples accounting for nearly three quarters of this …
Find Time
How do we look for things? Chances are that if you are like me at some point you will have lost something such as your keys and have had to try and find them. You will have gone first to the most logical places such as the key hooks by the door or the counter …
Time To Shop
In his book Inside the Mind of the Shopper, US shopper insights pioneer Herb Sorensen states that “Shoppers only spend 20% of their time selecting purchases and 80% in transit” with the implication that retailers need to put products in the path of shoppers so they can spend less time walking and more time buying. …
Seeing The Light
This great lecture by Beau Lotto on light and colour got me thinking… So: Colour is important in telling us about our environment and the things in it. Colour is a function of the wave length of the illumination, the transmittance of the space between our eye and the object and the reflectance of the object. …
Putting Things Into Context
As traditional media fragments then the retail coal face becomes ever more important in the battle of brands to capture the attention of consumers en-mass. Little wonder then that shopper marketing and the research and insight which fuels it are becoming an increasingly significant element in many organisations marketing and communications mix. But marketing to …