In a previous blog I was a little grumpy about the state of shopper marketing. So much happening in-stores that really isn’t that good and so many opportunities for shopper marketers to improve.
So what makes good shopper marketing? Well – there is a simple recipe, and here it is, illustrated by a lovely piece of shopper marketing from the UK for Schwartz spices (recipe? Get it?).
Shwartz have done nothing really new – it’s an in-aisle display, with a sample and a recipe card. But the way it has been put together is really well thought through, and suggests this is driven by insight through and through.
Stand out
Tens of thousands of SKUs in a store, thousands of messages too. Cut through is key. McCormick’s use a protruding display unit on shelf to draw people down the aisle,and make them stop. I wasn’t looking for spices, but this drew me in brilliantly.
Engage
Getting attention is one thing, but engaging is another thing entirely. Shoppers can dismiss an entire category in seconds, so your message doesn’t have long to grab. Shwartz don’t bother with words, they use things. Things are great at engaging as they encourage the shopper to use an extra sense – touch. These little spice trays are so irresistible. Every shopper who paused at the fixture whilst I was observing, picked one up.
Offer a solution solution to a (consumer) problem
The insight here is that people want to be more adventurous at home but don’t know how to do it. Shwartz has a recipe card to make it really easy. Radically new? No. Effective? You bet!
Overcoming a shopper barrier
I’m guessing that they also know that the cost of buying lots of new spices to make something decent is also a key shopper barrier – the consumer in me is hooked and convinced, but I need to buy six different spices, when I only need a pinch of each? The shopper in me balks. Schwartz solution? A neat little starter kit of spices with enough to get you going at a really low price.
LEARN HOW TO CREATE POWERFUL INSTORE SIGNAGE AND SHOPPER COMMUNICATION THAT REALLY WORKS – NOW
Change the consumer as well as the shopper
Shopper marketing is about changing shopper behavior for sure. Shopper Marketing adds most value when it changes both shopper and consumer behavior, in the long term. If the shopper activity doesn’t change consumer behavior, then all that has happened is that a pantry or larder somewhere has been stocked, probably at a discount. If however consumer behavior is changed too, then the product gets used, and the chances of another buy goes up. Change the consumer behavior long term, and the shopper will need to buy long term, to keep up.
Schwartz use a follow up on the back of the coupon to encourage more consumption by suggesting follow up recipes, which, of course, will lead to more sales. Recipe cards are nothing new, but this is well thought through not just to affect today’s purchase, but to create another purchase another day too.
Choose the right channel
This execution was in a Sainsbury superstore, certainly a great destination more shoppers looking for meal solutions.
LEARN HOW TO CREATE POWERFUL INSTORE SIGNAGE AND SHOPPER COMMUNICATION THAT REALLY WORKS – NOW
Create an in-store marketing mix that wins
There is a simple blend here of availability (a unique pack, together with disruptive displays to drive visibility), communication (great messaging throughout) and offer (trial pack). The trinity of availability, communication and offer are the core elements of effective in-store marketing.
Excite the retailer
Sainsbury has a great tradition of quality foods and home cooking (celebrity chef Jamie Oliver once fronted their TV commercials). They would likely see this as supporting their strategies. Note that the Sainsbury name is on the card – this is exclusive, another Sainsbury “hot button”
The recipe here is simple.
Great shopper marketing isn’t easy. But there is a simple process to make it happen consistently and effectively. Print off this recipe card and use it whenever you want to create great shopper marketing.
LEARN HOW TO CREATE POWERFUL INSTORE SIGNAGE AND SHOPPER COMMUNICATION THAT REALLY WORKS – NOW
Cupcake image courtesy of Kelly Sue DeConnick (Flikr)
