There are a number of challenges in creating really effective shopper messaging in-store. But when we work with clients in projects or training workshops, one of the biggest challenges raised is this. How to speak the shoppers language but at the same time stay consistent with the brand’s consumer messaging? We might be able to convince the group that they need to use different approaches to communicate with shoppers, but the brand team believe that consistency is important, and so the brands key message should be used in-store. Sound familiar? It’s a challenge for sure, but one that can be overcome. And in this article I’m going to use a super case study to illustrate how to ‘speak shopper’ but at the same time keep the instore messaging consistent with consumer messaging.
Instore messaging challenges – space and time
Getting shopper messaging right is a challenge. Without going all Einstein on you (that Physics module on relativity from my university days still lingers in my memory!) this is a matter of space and time. We often have very little space within which to communicate (think about a typical shelf talker or wobbler). Of course, newer retail media options such as video screens can create more options, but that doesn’t overcome the other challenge – time!
Shoppers often don’t give us much time to tell our story. A typical shopper might only glance at your point of sale material for a second or two. Point of sale material exists in a cluttered environment, with lots of distractions too.
Why shopper communication should be different from consumer communication
Shopper messaging exists in a very different context to consumer communication. We’re in a store, where the shopper might only give us a second or two to convince them to buy. We have to be concise, and choiceful, about what we communicate. Our objectives are different too. With consumer communication we are trying to change their attitudes towards our brand, and to influence their usage. Shopper communication has a different objective. We want the shopper to change their shopping behaviour, now, in this store. We want them to buy our brand in place of (or as well as) whatever they would usually do. And of course, the shopper and the consumer might be completely different people, with different experiences of the brand, and different decision making abilities.
Wrap this up with a healthy dose of shopper psychology ,which tells us that shoppers connect with information differently, and there is a strong argument that our shopper communication needs to be differentiated from our consumer communication if it is going to be effective.
Why shopper communication must be consistent with consumer communication
Cue protests from the marketing community. Cue protests from the omnichannel marketers too. Surely, if our messaging is to be effective, we need to repeat it, be consistent. And that is true. There is plenty of evidence that repetition of messaging is key to have an impact. There is plenty of evidence that consistency of brand presentation is valuable as it can remind shoppers of previous communication when they reach the all-important point of purchase. So shouldn’t we use our standard brand messaging across all touchpoints, including in-store?
Communication effectiveness is increased by speaking the shopper’s language, and talking about what is important to them, there, as they make a purchase decision.
But communication effectiveness is also increased by keeping communication consistent across all touchpoints.
Surely we can’t do both.
Surely we have to choose.
It’s a bit of a conundrum isn’t it?
Not really. It is about language.
Omnichannel communication – ‘Consistency’ does not equal ‘the same’
The secret is simple. It is about acknowledging that ‘being consistent’ is NOT the same as ‘being the same’.
Instore messaging should be consistent with consumer messaging. But that doesn’t mean that it has to be the same.
Perhaps this is best illustrated with an example. Here is a link to a recent campaign for Pot Noodle.
It has a simple consumer message about satisfaction (‘Nothing satisfies like Pot Noodle’) and the commercial shows someone slurping through their office lunchtime, clearly so engrossed in her meal that she is unaware (or not caring about) the noise and disturbance she is causing (as an aside the ad raised a lot of complaints and had to be edited – apparently the slurping noise was too triggering for some!).
Instore messaging speaks the shopper language, but is still consistent with brand communication
How about the instore messaging? Do we talk about satisfying? Do Pot Noodle merely replicate the tagline from the commercial on the gondola header board? No. They convert it. They speak shopper.
The Pot Noodle team speak shopper language. They speak to a shopper who is looking for lunch solutions. Its still lunch. It ‘sorts’ lunch – does the job. It resonates with the consumer communication. It is consistent with the consumer communication.
But it speaks directly to the shopper.
And it does it in two words.
If you’d like to see another great example, this time from P&G – check it out here.
Consumer and shopper messaging – consistency doesn’t mean ‘the same’
Getting communication right across multiple touchpoints isn’t easy. And it gets more complex when we recognise that some touchpoints are more consumer-oriented and some are more shopper-oriented. It’s hard to get it right. But the trick is to focus on two sets of objectives: consumer objectives as well as shopper objectives. And then to remember: consistency, not ‘the same’.
If you’d like to know more about managing brands across the consumer and shopper realms, then please check out our training programs, or get in touch now.
