Shopper Marketing

Debunking
the Myths of
Shopper
Marketing
Measurement
May 2012
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Gera Nevolovich Hotspex
Hotspex applies emotional measurement
to marketing research and innovation
Delivers strategic direction for protable
action throughout the brand lifecycle
Deep, actionable understanding of the
consumer emotional and rational
landscape
Shopper marketing myth #1
Myth: Its all about
breakthrough and getting
the customers attention
Fact: There are several
dimensions that drive
purchase attention and
building connection
Shopper marketing truths
Unseen is unsold
Uninspired in unsold too
Customers look for points of
reference
Build connections to your
product through familiarity
Shopper marketing myth #2
Myth: Shopper marketing must be
measured in a real store environment
using laser technology
Fact: Online attention tracking has a
stronger correlation to actual purchasing
than laser on the same shelf
Shopping marketing truths
Intentional click of mouse
indicates where consumer is
paying attention
In an online environment people
click on what appeals to them
What appeals to them signicantly
impacts what they purchase
Shopper marketing myth #3
Myth: Creating emotional impact with the
consumer is voodoo or the realm of
genius
Fact: Designers can strategically target
and activate emotional states with
specic visual cues
Everything talks
Every element of your
packaging (e.g., shape and
colour) talk to consumers
rationally and emotionally
Emotions drive the impulse
to buy
Shopper marketing truths
Myth: Packaging is a multi-dimensional
element of your brand whose role is
only to stand out and get attention
Fact: The key drivers of shopability are
attention, branding, communication,
demand and emotional connection#
Shopper marketing myth #4
Measuring shopper behaviour at shelf:
Understand the performance of your
packaging on the shelf and in isolation
Shelf measures available online include:
attention tracking, timed nding, and
virtual shopping
Best practices
Best practices
Performance in isolation needs to
consider both the rational and emotional
impact to understand how the design
connects with the consumer
Consumers should see only one design,
not multiple, because in reality they
would only see that one execution
Research result norms
Compare restage/refresh against current
design
Use competitive products as benchmarks and
consider share of shelf
Look at both positive and negative emotions
Brand patronage notably falls when association
with negative attributes exceeds 15%
Insights
More fragmented the
category, more harder
to measure
Consumers shop
fragmented categories
from left to right (like
reading)
Insights
Consumers search for
familiar points of
reference
Its important to give
them cues (e.g., human
faces and familiar
graphics or shapes)
Effective shopper marketing measurement
Design packaging to evoke desired
emotional states
Most important measures of packaging:
getting attention and building connection
Get comparable ndings in virtual online
environments (more scalability and
efciencies)
Effective shopper marketing measurement
Understand how consumers navigate
different categories (fragmented or
dominated)
Consumers look for reference points
Brands are tools consumers use to
navigate the shelves
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