Shoppers' solutions...

We have already discussed the first two steps; the shopper profiles and shopping missions. let's discuss?#shoppersolutions now...

Doing a great job to delight shoppers in store allows brands to be shopped in the most appropriate way. A good marketer or retailer can increase the presence of its brand in-store, add elements of service to it and excite shoppers with new innovative ideas… subsequently enhancing the shopping experience and satisfaction. More delighted shoppers boost repeat visits, larger basket sizes which finally result in consistent growths and revenues for the marketer and the retailer.

In a retail store, most of the communication and activities are executed in four locations; the entrance, inside the store, in front of the category and brands (i.e. the category space) and finally while interacting with the product and the pack.

THE MAIN ENTRANCE: Often decorated with brand gates (for very special activities during festivals etc.), electronic display boards on offers and promotions, sales promoters, wearing brand t-shirts and caps interacting with shoppers from the very entry point etc.

INSIDE THE STORE: Audio-visuals on brand offers and promos… banners, flags, floor stickers helping the shoppers to reach the category space, trolley branding, sampling through brand kiosks etc… overall a festive atmosphere all across the store…

CATEGORY SPACE: Customized shelving, home and off shelf displays with shelf strips, stickers etc. dispensing equipment (e.g. coolers etc.) must be well arranged near the category. If possible, entire category space could be painted in brand colour, it gives a huge mileage to the brand visibility as the shopper relates the brand with its color throughout the category space. But this is possible when the brand is?#categorycaptain.

INTERACTING WITH THE PRODUCT/PACK: The final point of converting all the efforts and expenses (incurred to bring the shopper to the brand!!!) into shopper delight and sales revenue. Hence the strongest communication with the shopper to be planned at this point of conversion. The product and pack with prominent price flash, on pack offers (e.g.?#CP?- consumer promotion), strong?#CTA?- call to action (e.g. pick me, grab me, buy me now… etc.) and product related accessories (e.g. recipe booklets, operating manuals etc.) must be available at this point of final interaction.

THE EXIT, 5th location: In some cases, the marketer or retailer make use of the waiting time on the que at the cash counter as the last touchpoint with the shopper, just to ensure nothing is left on chance.

Once all these actions are taken to the optimum, the next step is to measure the effectiveness of the above execution... we will talk about the performance metrics of shoppers solutions in our last and final post on shoppers...