Shopper VS Consumers
Transcription
Shopper VS Consumers
Shopper VS Consumers: Make it person first Gavin Mackie, Head of Strategy, Maynard Malone 1 The distinction between consumer and shopper has become a talking point within marketing circles. It’s no wonder; we have seen shopper savvy-ness maximising, even gamifying, promotions, the evolution and possible demise of the ‘weekly’ shop, and the awareness of just how messy the consumer purchase funnel can be. There’s good reason for both the increased distinction and confusion over what makes a consumer versus a shopper. This is only amplified when attempting to market to each of them. A person centric approach It is essential to recognise differing need states when building a marketing and communications platform, and to respond in a person-centric way. This puts the person first, connecting with their life. It recognises that they scroll between consumer and shopper modes, amongst others in their repertoire. In today’s connected world, digital becomes a perfect backbone to help connect with them. 2 To start, it’s worth asking a basic question: Is there a difference between consumer and shopper? The debate has split opinion, from warnings that we cannot ignore the differences, to those that say it is a false distinction. Fern Grant, SVP Strategic Planning at MARS Advertising leads the false distinction camp, stating: It is really getting in our way of understanding who people are as human beings. “ “ Dr Christopher Gray, VP of Shopper Psychology at Saatchi & Saatchi claims shopper and consumer mindsets are different and need different approaches: “ “ The objective of consumer advertising is to get in the shopper’s consideration set. The objective of shopper marketing is to get into the cart. 3 Can we reconcile these points of view? Looking from a person-centric view and leaning on teachings from psychology and sociology, we can take the standpoint that we all switch between different roles and facets of ourselves throughout the day. This means that I will dip in and out of ‘consumer-me’ and ‘shopper-me’ as I also flip between ‘worker-me’ and ‘runner-me’. Being a consumer and shopper are only two of many roles people take on and scroll through seamlessly and effortlessly. As technologies make it easier for people to access marketing content and e-commerce functionality, the ability of the modern UK person to consume and shop at speed at their prerogative can make for what seems like a confusing jumble. Embracing ‘Homo - Modernus’ This complexity of modern behaviour is here to stay and continues to evolve at pace. The question is, do brands and marketers need to fear or embrace the change in landscape this brings? The quick answer is yes. While not only is there an essential marketing need to embrace what ‘Homo - Modernus’ has to offer, there is also a real strategic and creative opportunity. 4 one Recognise the multi-facetedness of people’s lives. None of us follow linear purchase funnels. We aren’t consumer robots; we would be a boring bunch if we were. Quite a bit of the time, we are getting on with other aspects of our lives. Mostly we’re not in either ‘consumer’ or ‘shopper’ mode; we are doing other things. As marketers we must embrace the multi-faceted, multidimensional nature of people’s lives. Our job is to connect within this, not force people into consumer/shopper models to suit a marketing laydown plan. Think about the different aspects of your customers’ lives and how you can connect meaningfully within this. When are they going to be ‘a consumer’? When would they be ‘a shopper’ (and think beyond the traditional bricks and mortar shop)? How is this mixed into the multitude of other modes that people ‘play’? Where are the opportunities for brands to connect in a meaningful and welcomed way? 5 two Recognise that people’s needs are different when in different modes. While we are all interchanging between different facets of our lives, we have specific needs when in certain modes. Considering brands from awareness, through product consideration, decision, purchase, and then product experience; what we need to hear from marketing and communications change. The path through these is increasingly non-linear, non-predictable, and fast changing. The functionality and power of mobile devices in pockets and handbags to instantly allow us to discover, research, purchase, engage, and review products only highlights how quickly we are able to switch between modes. This means we need associated communications and marketing to match. As marketers we need to understand what drives connection with brands within each area of the consumer journey, and in other areas of people’s lives. What will consumers find engaging and drive brand affinity? What will shoppers need to know to help them decide to put your product in their basket? How can your brand connect and help power lifestyles? Recruitment: Relevancy: Advocacy Underpinned by Data & Search Awareness Consideration Purchases Experience CONNECTIONS = ACTIONS 6 three Give ‘control’ over to your consumer to access what they need, when they need it, where they are at the moment. A person-centric approach acknowledges that people will be in different modes at different times, with expectations to connect with brands when and where they want (and equally to not connect when they don’t). With smart phones, internet enabled TVs and streaming services, people expect to connect on their own terms. This works as much for ‘shopper’ moments as it does for ‘consumer’. The UK leads Europe with 32% of people making a monthly purchase from their smart phones. (econsultancy.com) Connecting with people on their terms also means not forcing connections when they’re not wanted. Brands need to be smart in their communication programmes, being discoverable where and when people want to connect and initiating connections when they will be most welcome. Build a marketing and communications programme that gives the flexibility to both respond to and engage with people. Targeting engagement at the right time and channel, through effective use of data and insights can help connect with the right people in the right moments. This will help drive the purchase journey forward from awareness to behaviour change and purchase. 7 The person / brand engagement: A digital heart Embracing people with these three pillars should make engagement feel effortless between person and brand. Provide the ecosystem and framework, make it discoverable and navigable all the time, interrupt and push at the right moments. Think about how this works at each stage of the journey; how this gains reach and awareness through to consideration, purchase and turning brand experience into advocacy. Digital as a set of channels becomes a natural platform to activate across. 8 There are a number of attributes that give digital its power: The power of functionality: digital allows brands to engage with and empower people with communication channels and tools that provide service and add value, from consideration through purchase and beyond. The power of data: data not only allows for tracking of campaign performance, but also gives brands the opportunity to have more personal and tailored engagement with people, at every stage of the purchase funnel. The power of targeting: within digital you can talk to specific groups of people as easily (and typically at the same time) as talking to individuals, and target where people are along a purchase path with specific messaging. The power of always-on: more than just a social media idiom, being ‘always-on’ means that digital is always discoverable, allowing people to connect with your brand in the moment, whatever the time. The power of ubiquitous presence: from home, to office, to shopping aisle, as long as there is data connectivity digital is there. 9 Targeting engagement Tailoring the right elements of your digital communications for consumer and shopper means that you will be able to hone in and target key moments in the consumer purchase journey. The key is answering to people’s consumer and shopper needs, not just one of them. When people are in a consumer moment, target them with a broader engagement and brand experience. This is your opportunity to build the brand salience, difference and meaningfulness that will translate in aisle. Especially with low consideration products, think about how connecting and helping activate a greater brand purpose with your target market’s lifestyle can work to drive brand consideration. When people move to shopper mode, their needs change. Think about what are the key factors that influence that purchase moment. What are your brand’s barriers to purchase? Singularly focus on these in your shopper marketing and communications. It is about pushing the buttons that turn into positive purchase decisions at the right time. While merchandising, price promotion and distribution can drive much of this; there is opportunity for digital to extend the work that other channels such as point of sale and packaging are doing. 10 The important take out is not to convolute how you address people in consumer versus shopper modes. While some assets, such as a product serving suggestion, may be utilised by both, its presentation and use will be different in different modes. Knowing this makes it easy to switch between different modes and easy to move down that funnel to purchase and beyond. By making it person-centric, it puts them in the driver’s seat by making communications platforms flexible, targeted and fit around them. If you’d like to get in touch about any of the topics raised in this piece, we’d always be delighted to hear from you. [email protected] maynardmalone.com @maynardmalone linkedin.com/maynardmalone 11 12