With apologies for thieving Russell’s ‘Urban Spam’ phrasology, here’s some thoughts I banged out on creating effective instore marketing, that may or may not get published in Marketing Week soonish. They wanted to know what to do when shoppers even ignore instore gorillas.
By the most conservative estimate, today’s consumer is bombarded with 500 advertising messages a day. And take any instore category you like, there is an overwhelming choice. We simply make too much, and try to sell too much. Naturally, the consumer has evolved a highly developed filter as a result.
No wonder since we have less time than ever. We try and squeeze as much into our days as we possibly can, interruptions are an annoyance. When they’re in a rush, or lost in the task of shopping, consumers block out annoying ‘urban spam’ and only engage with what’s interesting or useful. Surprises or shocks are unhelpful or annoying. Surprise is not enough, we also need to delight – add to their experience.
By taking the time to understand exactly WHO is shopping at your chosen store, and what they’re looking for, we can begin to understand how to earn their attention. Like Sainsbury’s understanding that their core foodie shoppers will change their shopping pattern in return for easy ways to be a more creative cook.
There are universal pressure points in any shop – from the first 10 feet of a store where you get your bearings, to the unbearable wait to pay. There’s a myriad of personal experiences – from the two women shopping together, lingering in store as they enjoy each other’s company, to the father who likes to feel like a provider for his kids (especially if they’re shopping with him). There’s the sportsman who will buy a ‘face fitness’ moisturiser if it’s in the sports section, or the style conscious businesswomen who wants her ipod to co-ordinate with her clothes. There’s always a moment during the shop, it’s all in the timing.
There are universal pressure points in any shop – from the first 10 feet of a store where you get your bearings, to the unbearable wait to pay. There’s a myriad of personal experiences – from the two women shopping together, lingering in store as they enjoy each other’s company, to the father who likes to feel like a provider for his kids (especially if they’re shopping with him). There’s the sportsman who will buy a ‘face fitness’ moisturiser if it’s in the sports section, or the style conscious businesswomen who wants her ipod to co-ordinate with her clothes. There’s always a moment during the shop, it’s all in the timing.
In the end, there’s too much clutter already, the more we understand what is motivating the shopper WHILE THEY’RE SHOPPING, the more likely we’ll be able to earn their attention, rather than being an annoying interruption.
NORTHERN PLANNER 
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