Woo Mission Shoppers
There’s a new shopper out there — and she’s on a mission. Armed with mobile coupons, having fully researched her shopping and product options, she’s headed to your store — and not batting an eye at any of the impulse buys along her path. She, according to industry data and consumer profiling, is the newest challenge for retailers and suppliers alike.
Certainly, trying to draw the eye of the consumer is nothing new — be it digitally or in store. But over the past few years, a decided emphasis by retailers to put more “oomph” into their digital/online retail experience has led to a less appealing brick-and-mortar experience. And that affects both retailers and suppliers — if your shoppers aren’t browsing the aisles or letting their eyes wander to goods that aren’t on their list, the result is lost sales.
In response, retailers are working to change their in-store experience. Knowledgeable greeters who can be the personification of the “you might also like” functionality of a site like Amazon.com. Others are relying on suppliers to cooperatively and creatively strategize on shopper solution events that bring together mixed brands around a common purpose. Some hire floorwalkers armed with iPhones who can do on-the-spot inventory checks for shoppers.
So how do you create an impulse buy in a person who’s “impulse proof”? The old standards like in-store marketing (signs, shelf flags/tags, photos, coupons, demos/samples) and aisle lead-ins whose popularity draws the consumer in can still work their magic. But you’ll need to mix in-store and online creativity — creating a near seamless experience that is as informative, simple, direct and entertaining as what retail online sites have been offering.
But also consider shopper solution events — a movie night “event” that brings together the must-haves for an evening of entertainment. In winter, for example, that might consist of a beanbag, animated flicks, a new popcorn popper, milkshake set, gourmet popcorn, TV trays, slippers, footie pjs, throw pillows and fleece blankets.
Solution-based endcaps are worthy of note. Rather than just offering one lucrative item, make the most of the endcap real estate with a shopper solution — for example, everything the ready-for-Spring-Break family might need before boarding the airplane for warmer climes.
And change up those displays. Make them look twice by stocking items in new and creative ways. Use shelving instead of racks for clothing. Use lower profile aisles in your shoe department — to assist the weary mother of three trying to keep track of her children while outfitting them with new snow boots. Light things up. Create destinations — not simply locations — that invite the mission shopper in.
Finally, numerous retailers are adding mini-marts or kiosks to their stores to draw in consumers. Perhaps a Starbucks cafe or video game kiosk for sampling the latest and greatest games.
Ultimately, it’s a matter of creating a shopping experience — like many retailers did digitally in the past few years — that makes a woman on a mission pause, linger and browse.
Certainly, trying to draw the eye of the consumer is nothing new — be it digitally or in store. But over the past few years, a decided emphasis by retailers to put more “oomph” into their digital/online retail experience has led to a less appealing brick-and-mortar experience. And that affects both retailers and suppliers — if your shoppers aren’t browsing the aisles or letting their eyes wander to goods that aren’t on their list, the result is lost sales.
In response, retailers are working to change their in-store experience. Knowledgeable greeters who can be the personification of the “you might also like” functionality of a site like Amazon.com. Others are relying on suppliers to cooperatively and creatively strategize on shopper solution events that bring together mixed brands around a common purpose. Some hire floorwalkers armed with iPhones who can do on-the-spot inventory checks for shoppers.
So how do you create an impulse buy in a person who’s “impulse proof”? The old standards like in-store marketing (signs, shelf flags/tags, photos, coupons, demos/samples) and aisle lead-ins whose popularity draws the consumer in can still work their magic. But you’ll need to mix in-store and online creativity — creating a near seamless experience that is as informative, simple, direct and entertaining as what retail online sites have been offering.
But also consider shopper solution events — a movie night “event” that brings together the must-haves for an evening of entertainment. In winter, for example, that might consist of a beanbag, animated flicks, a new popcorn popper, milkshake set, gourmet popcorn, TV trays, slippers, footie pjs, throw pillows and fleece blankets.
Solution-based endcaps are worthy of note. Rather than just offering one lucrative item, make the most of the endcap real estate with a shopper solution — for example, everything the ready-for-Spring-Break family might need before boarding the airplane for warmer climes.
And change up those displays. Make them look twice by stocking items in new and creative ways. Use shelving instead of racks for clothing. Use lower profile aisles in your shoe department — to assist the weary mother of three trying to keep track of her children while outfitting them with new snow boots. Light things up. Create destinations — not simply locations — that invite the mission shopper in.
Finally, numerous retailers are adding mini-marts or kiosks to their stores to draw in consumers. Perhaps a Starbucks cafe or video game kiosk for sampling the latest and greatest games.
Ultimately, it’s a matter of creating a shopping experience — like many retailers did digitally in the past few years — that makes a woman on a mission pause, linger and browse.
