I recently attended a presentation by POPAI and Shopability on Approaches to Shopper Marketing and would like to share what stood out to me with you. The two topics which resonated with me during the presentation explored occasion based marketing and trip type marketing.
The premise for the session reminded me of a 2010 Australian Centre for Retail Studies (ACRS) survey which observed that society is getting increasingly time poor and therefore consumers are choosing retailers that offer a more convenient lifestyle. People are getting frustrated with a simple trip to the supermarket when they find the ingredients for a new recipe are spread across five different aisles. Consumers often abandon or put off the visit altogether, presenting brands and retailers with the challenge of understanding what their customers need and when they need them.
While it isn’t possible to categorise aisles based on recipes, retailers are recognising the need to provide complete meal solutions to shoppers and make their trip to the store convenient, enjoyable and importantly – lucrative for themselves. Impulse, convenience and occasion purchasing patterns are increasing. For example, on a recent brief for Kellogg’s, UK we were charged to combine the occasion of breakfast with impulse purchase; where the product was placed strategically at the point-of-purchase in busy education centres, hotels, quick service restaurants and universities. By simply adding castors to the displays, they could be positioned perfectly for the occasion each day to maximise impulse sales.
Also, look around at some of the food ads and you will notice the difference in the way brands are positioning themselves. Many brands are focusing less on their benefits and
more on the occasion or purpose the product serves.
In a tighter retail environment, it is more important than ever to satisfy customers’ drive for ‘occasion based’ and trip type shopping and make most use of bundling to drive and support partner brands. Funny as it may seem, it is now important to figure out how to bundle beer snacks to the dad who comes out to buy nappies on a Friday night.