There is a distinct difference between a consumer and a shopper. The person purchasing the product instore, the shopper, might not actually be the end consumer and they have a very different relationship with the brand they’re buying. A consumer’s relationship with a brand is often short-lived, at least for most FMCG products. Whether it’s food and drink, makeup or a beauty item, the consumer’s relationship with the product is usually fleeting, as the consumption is over so quickly.
The satisfaction a consumer derives from a product is based on the product’s ability to fulfil their need – i.e. satisfy hunger, quench thirst, brighten eyes and so on. Once this need has been fulfilled, the consumer is finished with the product until they next feel their need return. If their experience has been positive, and the product lived up to or surpassed expectations they are likely to return to the product again, developing the relationship between the individual and the brand.
When it comes to the shopper in-store, brands have to work harder to gain their interest, on top of all the other distractions in-store including various brands, offers and in-store music. Brands need to use marketing to capture the interest of the shopper in-store, using creative tactics to engage people shopping and convert them into customers.
One of the most effective ways to engage shoppers is through the marketing materials created to highlight the product. Point of sale marketing which includes bold text, and attractive imagery or colours helps to capture the initial interest of shoppers in-store. Displays that use interactive screens, or that are brightly lit using LED lights are another way that brands can literally illuminate their product drawing the focus of the shopper.
By marketing your products in the natural flow of the store design, or even better, helping to improve the shoppers’ experience, you could entice customers to your product. In doing so, you’ll transform what could have been a missed opportunity into a chance to draw the shopper to your product, increasing your chances of a sale. Promotions are also a fantastic way to persuade a shopper to buy your product, especially if they haven’t previously and are unaware of its potential benefits.