Click here to watch shopper report
To say that marketers are facing a huge challenge right now is understating the obvious. Nevertheless, just as shoppers are being coached to diligently manage their budgets and stay out of stores, marketers must be reminded to stay focused on the goal of not only motivating shoppers to purchase, but keeping them engaged with the brand.
Marketers must be creative and direct with their messaging. Inside the aisle of the store presents the most direct opportunity to sway the customer one way or another — a captive audience with plans to spend. However, use of in-store communications must be strategic, creative and well-planned to catch the shoppers’ attention.
While Miller Zell’s recent study shows that more people are making shopping lists, we also found that shoppers are still receptive to the right in-store influencers. A recent news story by Georgia’s favorite consumer advisor, Clark Howard (watch the report above) advises shoppers to avoid being influenced by in-store communications, increase coupon use and stick to the list. Good advice, but if this is what you’re facing as a marketer, how do you adjust to communicate with your newly focused shoppers? Are your in-store communications compelling enough to deviate from the list and add your item to the basket? Does your strategy keep your shopper loyal to your brand when they’re in the aisle? What is your strategy for winning the battle at the point of decision?
