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 top in the kitchen; but if your keys don’t show up there you’ll try elsewhere, working through a mental list of all the possible places that your keys might be. As the search goes on you’ll probably feel yourself getting more and more frustrated and possibly start thinking about how much time you are wasting and how you need to be moving on to do something else. But you don’t stop, you need your keys!
Looking for products in a supermarket is no different. (more…)
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. This would certainly seem to be a valuable insight in as much as it makes a distinction between useful and wasted shopper time; however is this generalisation about time utilisation always true? (more…)
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 shoppers at this first moment of truth presents a unique set of challenges. (more…)