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.
