How Store Signage Improves the Value of Each Shopping Cart
Exhaustive research coming from the USA shows the average shopper purchases less than one percent of products available on grocery store shelves. The detailed study was conducted over a one-year period and included 32 million American shoppers at nearly 10,000 grocery stores. A key finding that no two shopping carts are ever the same presents an opportunity for retailers.
The study titled Engaging the Selective Shopper: Why Today’s Consumers Expect Personalization was conducted by Catalina, a retail media company. Advising that “traditional one-size-fits-all marketing tactics are not resonating with today’s selective and unique shopper,” The research suggests three goals retailers should adopt to reach the highly selective modern shopper:
- Drive repeat purchases
- Retain customer loyalty
- Increase the value of each shopping cart
In order to achieve these goals, retailers must find the shopper who can be influenced, a relatively small number of customers according to the research.
Traditional promotions aren’t effective
Interestingly, promotions and advertising meant to appeal to the general public aren’t that effective. Comparing a major retailer’s holiday weekend shopping circular with the circular from the following week showed very little difference in shopper behaviour.
- 66% per cent of all shopping baskets didn’t include a single item of the 1,172 advertised for the holiday weekend
- 74% of shopping baskets didn’t include a single item advertised during a normal week
Shoppers treat every aisle in the grocery store much the same being almost equally selective regardless of the department. What’s more, age and income seem to have little affect on shopper selectivity. The fact is, shoppers are expecting a personalised shopping experience and they’re often making their own decisions through online research while in the store.
Influencing the selective shopper
If a retailer wants to increase the value of each shopping basket, they must provide information to the shopper researching online. This can be through a website or an app. Importantly, the information must be the same information shown on the shelf-edge ticket. Shoppers can also be influenced by providing additional information on the shelf label to encourage them to purchase. This can be done with cross-promotional tickets, special offers for loyalty card holders, or additional product information.
Modern shoppers are spoiled for choice but they’re mostly not taking advantage of the many products on the shelf. Even when they’re shopping for holidays or special events, their habits remain largely the same. If a retailer wants to increase the value of each shopping basket, they must align their online and in-store communications to influence the selective shopper.
If you’d like help creating shelf-edge labels and promotional signs that can influence the selective shopper, get in touch with us.