Very few shoppers can accurately recall purchasing most items that they actually bought on their last shopping trip. They can rarely even recall how much they spent.
This is because a large part of shopping is a subconscious process and often decisions are not rationale. Consumers don’t spend much time thinking deeply about the choices they make. Instead the brain takes shortcuts to enable quick almost intuitive judgments.
Purchase triggers could be broadly divided into pre-store (all influences before you enter a store) and In-store (all influences at the store). Contrary to popular believe in-store triggers are higher than the cumulative triggers from media and word of mouth.
Thus it might seem, that a new offer on the shelf it would be a challenge to find ways to disrupt this habitual decision making. Yet, it’s interesting to note that despite walking into stores with a fair amount of purpose a large part of the final decision making is made at the shop floor. A whopping 60% + decisions are influenced at store.
If a shopper walks in with a category in mind but not the brand, the task is to influence her to buy our brand. If the category and brand both are pre-decided then we work towards either making her stick (if she has our brand in mind) OR make her switch to our brand. If neither category nor brand is in the shopper’s mind the effort would be to remind her of the category and then make her buy our brand.
And for any of these, there are in-store investments made in-store all efforts to influence the shopper. POS merchandising contribute to a significant investment. However, influence of POS merchandise is far lower than one would expect. The meta-analysis done amongst shopper insights work in India amongst categories with high BTL investments, show that only 5% shoppers were influenced by any POSM.
Based on a number of in-store eye tracking studies done globally we saw that shoppers noticed 15 POS materials out of 450 in an average supermarket – that’s about 3% of total. And the average attention per POSM lasts for around 1.5 seconds!
But unfortunately, that’s where a lot of investment goes.
For the brain, the store is a jungle.
With an overload of information product skus, colours, promo offers the shopper’s brain is tired from navigating the array of aisles and brands, and it stops processing information after a few minutes shopping.
The battle of the brands, therefore, is the fiercest at the shop floor. That is where your brand’s story can turn. Research has proven that beyond above the line media, the fight between brands to win the shopper gets played out once again at the store. And this time it influences the final yardstick, sales. Thus it is critical to ensure that our brand or our communication is not getting lost in the retail jungle. Measuring the effectiveness of our in-store investments is thus an imperative.By: Sreyoshi Maitra
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