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Last word Guest column Reaching shoppers In our guest column, Sara Manke, director of insight and strategy at promotional, retail shopper marketing agency The Integer Group, talks about how brands can target consumers at the moment they become shoppers credit: stock.xchng A more level playing feld checking the box or replenishing a standard We live in an unprecedented time of access to item in “keep it simple” mode. It is important to information. For consumers, this means the understand these dynamics and provide infor- ability to shop and buy at the exact moment mation and communication that’s most helpful. the mood strikes. If something in a magazine catches our eye, we’re an arm’s length away The feld guide to shoppers from researching and buying it on our cell To build shopper mindset into your marketing phone. If we see something we like in a store, plans, consider these questions: we can instantly comparison shop. This means 1) What are your connections to your shopper that nimble beauty brands have unprecedented and her lifestyle? What is going on in her life access to shoppers. A very small brand, if present or what values does she hold that would make at the right place and time, can compete with your product meaningful to her? These can be brands thousands of times its size. seasonal (it’s bikini season); rooted in attributes A key element in taking advantage of this (I want products without harmful chemicals); or reality is understanding the precise moment lifestyle based. when a consumer becomes a shopper. When 2) In what contexts can you meet your shopper? does someone go from going about her day “ Where is she looking for information and Brands [today] have unprece- to being interested in a category, product or inspiration? What are her media preferences? brand? The Integer team was curious about dented access to shoppers; a These can be rooted in connections (during this and conducted proprietary research to dig small brand, at the right place bikini season, she’s more likely to be planning a deeper. We designed a mobile study which and time, can compete with one vacation or researching sunscreen) or your target allowed us to get feedback from shoppers at audience’s habits (moms with young children are the moment they began thinking about needing thousands of times its size more likely to read blogs). or purchasing things. We covered a range of 3) What catalysts can you create to accelerate ” categories, including beauty and personal care. the movement from living to looking to buying? The Integer Group director of insight and Do you have a media budget? Distribution? Beauty shopper habitat: beyond the store strategy Sara Manke Signage? Packaging? These can all become The study revealed that for beauty, most trigger catalysts to transaction. With every touch point, moments happen outside the store. But the different moods and feelings. If you’re shopping ask the question “am I making it easier for my window is brief—over half of respondents for groceries at 5:30 on a weeknight with a shopper to buy?” It can be as simple as adding said they were planning to make a purchase in hungry family at home, it’s a very different vibe “buy it now” capability to online advertising the next day, so the impulse is strong and the from shopping for a planned meal with friends a or putting your e-commerce URL on your desire to act on it has some urgency about it. day or two in advance. packaging. And it can be as sophisticated as Replenishment is also a key driver, so if you’re We conducted a study that investigated trip virtual store windows that can be shopped when the brand that’s been purchased, it’s important types from a phenomenological perspective— retailers are closed. n to be present at the trigger moment, or you risk based on the experience of the people taking losing the sale to a competitor. the trips, rather than merely analyzing what was The Integer Group is a key member of Omnicom Group Inc. It Another important element to meeting in the basket or how much was spent. Trips that creates strategic marketing solutions for clients in categories that include retail, packaged goods, and beauty. Integer has shoppers in their natural habitat is tuning in to include beauty products can be highly engaged locations in the US, Africa, Asia, Australia, Europe, the Middle East, and North and South America. For more information about their shopping mode. Shopping trips for the and spark discovery in “stop and smell the shoppers, and to join a conversation about shopping culture and brand strategy, visit http://www.shopperculture.com or email same types of products can be shaped by very roses” mode. Or, they can be very transactional, Sara Manke: saramanke@integer.com. 86 September-October 2014 - N°19 - BW Confidential