Studying Shopper Behavior

Shopper Tech Update April 23, 2012 - Volume 3, Issue 8

In This Issue

SHOPPER MARKETING: Three Reasons Why Studying Shopper Marketing Is Important

LOYALTY MARKETING: How to Retain Your Best Customers

STI NEWS: Register for Upcoming STI Webinar on Shopper Marketing

MARKET WATCH

STI Social Media Groups

Quick Links

Shopper Technology Institute website

LEAD Marketing Conference website

CPGmatters Ezine

Shopper Marketing

Three Reasons Why Studying Shopper Behavior Is Important

Grocery shoppers nowadays are pressed for time. So it's no wonder why the average shopping trip is only 20 minutes long. The weekly stock-up is obviously a long process, but for most shopping trips getting in and out of the store quickly and efficiently is more important than ever.

Developing an understanding of the end-to-end store trip or the path to purchase can provide the key insights needed to develop and adjust stores to optimizing the overall shopping experience. Understanding shopper trip missions and adjusting the store layout to match the dominant patterns is more important in larger stores than in smaller ones.

Here are three reasons why studying shopper behavior in supermarkets is important for retailers and brand marketers:

Create the Right Adjacencies

Studying the in-store traffic patterns in terms of flow and sequence is particularly helpful in creating the right adjacencies to reduce the frustration from shoppers who may have to otherwise travel much longer distances to meet the goals of a particular trip...

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Digital Solutions

How to Retain Your Best Customers

Most CPG marketing budgets allocate spending between three "buckets": Trade Marketing, Advertising (TV and Print), and Consumer Promotion. But Michael Schiff, a loyalty marketing consultant, proposes an alternative viewpoint using just two categories: Acquisition and Retention. Acquisition is spending directly aimed at gaining trial of your brand by consumers who have never tried it before. Retention is spending directly aimed at stemming the inevitable attrition of current buyers.

"The simple act of recasting a budget can be a real eye-opener," said Schiff, managing director of Partners In Loyalty Marketing (www.PartnersILM.com). "For most brands, it shows that upwards of 85% of their marketing spending is focused on Acquisition...

read entire story

STI News

Register for Upcoming STI Webinar on Shopper Marketing

The Shopper Technology Institute has announced a webinar on Shopper Marketing scheduled for Wednesday, April 25 at 2:00 p.m. EDT in conjunction with GfK Shopper & Retail Strategy.

The webinar, entitled "Own the Future of Shopper Marketing," will be moderated by STI Executive Director John Karolefski and will include presentations by GfK Executive Vice Presidents Alison Chaltas and Joe Beier plus Senior Vice President Bill Romania.

Join them as they explore the possibilities for combining technology, value and optimism across the Path to Purchase and focus on:

Who is the Extreme Shopper and why do we care?
What are the forces that are converging to affect Shopper Marketing?
How will emerging technologies affect Shopper Marketing?
How can we learn from the Global Truths about Shopper Marketing?

To register for this complimentary webinar, prospective attendees should click here.

Call for Speakers for Fourth Annual

LEAD Marketing Conference

The Shopper Technology Institute (STI) is now accepting proposals for presentations for its fourth annual LEAD Marketing Conference set for October 1-3, 2012 at the Westin O'Hare in Rosemont, Ill. (Chicago). LEAD is the industry's most comprehensive event focusing on all aspects of Loyalty, Engagement, Analytics and Digital solutions.

Recommended topics include: social media, mobile marketing, digital promotions,

location-based marketing, demand-signal repositories, loyalty marketing, and related subjects.

Please send presentation proposals to John@shoppertech.org or call 440-582-1889.

The conference will consist of a blend of educational sessions and tabletop displays. Two workshops on topics to be determined will precede the start of LEAD. In addition, attendees will get a change to appraise new solutions privately at ShopperTech CONNECT. The program will consist of a series of pre-arranged 30-minute meetings in private conference rooms between consumer packaged goods manufacturers and retailers and top vendors offering new technologies and solutions that engage shoppers, analyze their behavior, and enable trading partners to improve their operations. The meetings will take place before the start of the LEAD Marketing Conference.

For more information about the conference and sponsoring opportunities, send an email to Linda@leadmarketingconference.com or call 216-534-9933.

Market Watch

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Shopper Technology Institute Sponsoring Members

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