Chapter 2:
Orchestrating Shopping Behavior

When looking at orchestrating shopper behavior there are three main areas that need to be understood. The first area is Stopping power, which is attracting the attention of your target shopper. With stopping power you want to attract attention and interrupt and engage the shopper. The second key area is how easy is it to shop your product. So, both in-store and online how easily can your target shopper find your product. The Final areas is Activation or Closing Power. Activation is driven by the right information and inspiration that helps your shopper to decide. Online that can be testimonials and the right information, in-store that might be information on pack, at-shelf or other communication.

You can ask yourself the following questions about Stopping Power, Shopability and Activation. If you can’t answer most of these questions you might want to consider developing a Shopper Insights plan to start building your knowledge base.

Stopping Power – Reach

Key Questions:
⦁ How much exposure is my product getting in store or online?
⦁ Are my target shoppers shopping the aisle or is my product being viewed online?
⦁ How can I increase visibility and conversion?
⦁ What opportunities exist by trip types or by shopper needs when purchasing online?

Shopability – Involvement & Ease

Key Questions:
⦁ How easy is it to find my product?
⦁ Does this planogram align to shopper needs?
⦁ Is there the ideal assortment & allocation?
⦁ Does shopping behavior vary by trip type and demographics?

Activation – Closing Power

Key Questions:
⦁ How do shoppers shop my brand?
⦁ How does my brand compare to the competition?
⦁ What triggers a purchase?
⦁ How can I retain and grow my best customers?
⦁ How do different segments shop my brand?

In Chapter 3 we will look at three ways to think about the shopper during Shopper Behavior Research: The Shopper Decision Tree, Ease Of Navigation and The Shopper Mode or Mindset.