How do you innovate and experiment with new shopper marketing formats and techniques?

1 Identify shopper segments

One of the first steps in shopper marketing research is to identify and profile the different types of shoppers that visit a store or a category. This can help to tailor the marketing mix to their needs, preferences, and motivations. For example, Coca-Cola used shopper segmentation to design a new vending machine that offered personalized recommendations based on the shopper's mood, occasion, and weather. The machine used facial recognition, voice interaction, and artificial intelligence to create a unique and engaging experience for each shopper.

4 Explore new channels

Shopper marketing research can also help to explore new channels and touchpoints that can reach and influence shoppers beyond the traditional store environment. This can help to create a seamless and omnichannel shopping journey, and to leverage the power of digital, social, and mobile platforms. For example, L'Oréal used augmented reality to create a virtual try-on app that allowed shoppers to see how different makeup products would look on their faces, and to buy them online or in-store. The app increased the brand's online sales, engagement, and loyalty.

5 Understand shopper emotions

Shopper marketing research can also help to understand the emotional aspects of shopping, and how they affect the decision-making process. This can help to create more relevant and compelling messages, and to trigger positive emotions that can enhance the shopping experience. For example, IKEA used neuroscience to measure how shoppers felt when they visited their stores, and how they reacted to different stimuli. The research showed that shoppers experienced a range of emotions, from excitement to frustration, and that they valued the feeling of control and autonomy.

6 Learn from best practices

Finally, shopper marketing research can help to learn from best practices and examples from other brands and retailers, both within and outside the category. This can help to inspire new ideas, and to benchmark the performance and effectiveness of different shopper marketing strategies. For example, Amazon used best practices from online retailing to create a new physical store concept called Amazon Go, which eliminated the need for cashiers and checkout lines. The store used sensors, cameras, and algorithms to track what shoppers picked up and charged them automatically.