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insights Connecting with the Technology Shopper by Scott Young ASE Areca peple POP effort can delves Fe bands, HP Pavillon athe "Our research shows that ew ‘ind, ths atic shares is, {o help ecology marketers comm + Expert approval “Has been meat mote fecely at ea approved by an expert recognize” Reassure Customers Send a Clear Branding Don't Overwhelm Them Message Ayo a Campo Te one Be sure to Speak with less-sophisticated shoppers. These people are the most likely to be influenced by you retail marketi mor. Ba comm thi sb 20 reer etre agin en 20% . ‘Many marketers position their ‘diferot products sing « "ood, Bene Bet” sytem. A more fective method eto segment model by her od ae this cae, the urge protector thats bet for personal we (ome elecroics) the ome tats beter profesor once Differentiate Products Use “Todinnpich enong tes proces, many matketersacerp “Good, ‘ere, Best™ rey wick makes ie etl impogsbe ro sl he lowerend model We've fund dat beer Spprnach eto sepmeneailerent tod by rogeed se. For exam, whe wo ure proctor mes may both be apa of potting compote maybe ore lective f0 preset one a mos appropiate foe Noweeold appliances sd he her porate fo proteing Your peronal computer ‘We have seo found tha product comparison cars otbles ae ‘ually gnored because of thee mpl ead, make sire that key specications appear inthe same locaton on exch package, thereby llowing shopper fo easly compare rode Don't Cut Comers on Packaging Mort echnology marketers ake for yan that» product display {tial. Option vay. were: reget the mpenace of packaging joven har hardware produc az ely foe deplayed. cro categories, oo trades eye Found that packing doet Infect the purchase decision, een| ‘when te rodact abo on aps. More fmportant packaging sends «cial menage aboot produ ‘goalie Arey proc sal wll srenvelinfocce «shoppers percep- thom above the quay of el phone tmeepton ora pier output For hat reason, packaging should contin a ‘lara grominene product sa: For hardare produc ths wil also ‘inimie shoppers tendencies © open Ed leave bones that cant be sold Foe software produc, the pros hot ‘hol convey eter the fonction ‘nef of the peodct (lor podctiay procs) oi "fu vale or games adchideen sofware) Start with the Customer As always succes retail marking programe bepn with clea under Etanding of he shoppe With his in tring, here are two geo for ‘peaking wath our tage ese ‘Te sre to speak with ese sophisticated shoppers. Thee people rth most Hl tobe influenced by ‘our retai marketing fos, ae they Ur always the bese realy ceca 0 ‘he cary end reevene Of your - bést Pen secret | inthe business Why? 2. Focus on uncovering consumers eal language, Ar et he Key 0 ‘lve commaicationisimphcy. To commicite cll, you ned to communicate visually, by uncovering leer onretearch that (or deveoping) the veal one bes cet develop ecenarytgick comey heswo.or MER ME ons esahare chor (ree most mponan fearres aot. POP marketing effort. Young canbe Sour produc eg, speeds tchabl). reached at youg@prvescarchcom or Since most purchase decions are 201.346.1600 nade atthe sel ecnolgy marketers {ho do ther homework with shoppers tre sure tobe wel ewarded. © Scott Young pre dent of Peep Research Se company that special Cele, y einsontreemandisplay. | {6} SouPoramus Rood) Rggamus, New Jersey 07652 : 3622909 21 et rune aan | ne 2001

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