Putting Shopper Marketing at the Shelf Edge
If you’re like most retailers, you probably spend a lot of time thinking about marketing and how your can improve your overall margins. While there’s a wealth of advice about how to snag the elusive and fickle consumer dollar, plenty suggests retailers need to focus on what’s happening once the shopper is actually in your store. Why? More purchasing decisions are being made at the shelf edge and the modern shopper is receptive to what’s printed on your signs and tickets.
Consumer marketing vs. shopper marketing
An insightful blog post from Mike Anthony, a Consumer and Shopper Marketing Expert, gives perspective on the difference between consumer marketing and shopper marketing.How To Maximize The ROI On Your Shopper Marketing Efforts paints a clear distinction between the two and gives retailers a roadmap for the sort of promotions needed to consistently increase your bottom line.
“At its simplest level, consumer marketing is about driving consumption of brands; shopper marketing is about getting shoppers to buy brands.”
Rolling out a major campaign from a big brand may feel great but you may be disappointed with the overall result if it doesn’t increase how much a shopper buys over the long term. For example, many health and beauty products are running “Buy 2, Get 1 Free” campaigns. This is classic consumer marketing; more product goes off the shelf because consumers know they’re saving 33% in the long run. But will getting a good deal on shampoo provoke people to wash their hair more frequently? Probably not.
According to Anthony, shopper marketing is most effective when it drives consumption. Running a similar promotion on snack food demonstrates this perfectly. Consider the shopper who indulges in a bag of potato chips every week. A “Buy 2, Get 1 Free” campaign encourages shoppers to buy triple the amount they had planned. It’s not hard for a family to get through three bags of chips in a week - an ideal example of shopper marketing.
Role of signs and tickets in shopper marketing
Modern shoppers are better educated and more responsible about purchasing decisions but have much less time to do their shopping. Research from POPAI on shopper engagement clearly shows consumers are making a lot of their decisions at the shelf edge and they’re looking to retailers and brand marketers for help. POPAI warns, “it is clear that retailers and brands who fail to provide the in-store marketing and education the shopper seeks out risk pushing shoppers into the arms of retailers and brands who are embracing in-store marketing.”
What this means for retailers
Store promotions and shelf-edge tickets should entice the shopper to consume more products. This may mean convincing a shopper to change brands or buy new products. If a shopper is buying your shampoo, why not sell them conditioner and a hot oil treatment? Your tickets can suggest cross-selling opportunities right at the shelf edge. For consumer packaged goods (CPG), tempting them to buy more with attractive pricing could easily see them back the next week to replenish supplies. At every turn, provide information, education and buying guides to influence purchasing decision in the store. For example of tickets that can educate and inform, check out our online gallery of tickets.
If you’d like more ideas on how you can get your shelf-edge labels and store promotions to drive your shopper marketing activity, look us up. We have great ideas and plenty of examples of how successful retailers are using tickets to drive sales.