At a glance
Many brands are failing to monetise at the shelf, with poor shopper marketing strategy. The success of shopper marketing lies in creating an integrated idea with a clear, memorable engagement mechanic that is, at its heart, linked to purchase.
Why it matters
Usually brands understand the importance of investing in awareness but often they forget to create a trigger rooted in related behavioural patterns, without which conversion doesn’t happen. This behavioural trigger is the lacking element. Without this, a brand is just another choice in a sea of increasingly interchangeable options.
- The five most important barriers to purchase are: Time, Convenience, Relevancy, Trust, Emotional Connection.
- Latent brand equity in the ether does not guarantee brands are bought, or even in the consideration set once people are in front of the shelf where 70% of purchase decisions are made. Dealing with these new dynamics requires an urgent elimination of a sizable disconnect between brand marketing and sales.
- There are different triggers, from physical to associative, but most often they are formed around an existing behaviour, linked to a specific event or moment and have a physical and/or emotional benefit. The other key is that the product (including its package and price) has to make sense for the moment (time and place).