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The shopper of today seeks not just a product or service, but the attributes of his favorite brand, based on his lifestyle and, often, his beliefs about the world. It already reaches the point of sale with data and opinions about what you want: technical characteristics, ratings, durability and, of course, price.
Understanding and mastering all the factors involved in consumer buying decisions are qualities that define the main purpose of shopper marketing in a dynamic universe in which he owns his own day of consumption.
In order to efficiently meet the new profiles of shoppers, a combination of factors is required, such as the elaboration of behavioral and consumption surveys, agile and integrated logistics planning and the constant review of consumer strategy, and the careful selection of professionals directly at the POS. The use of real-time forwarded information from the brand sales front is critical for stock planning to exceed business objectives and meet retail shopping experiences.
Many purchasing decisions are still made in front of the gondola, face to face with the product. Moreover, even if the shopper feeds on information prior to the purchase, the quality of the interaction with the sales professional and the empathy shown by him are characteristics that still have a significant weight.
The opportunity for experience is one of the reasons that drive shoppers to love top of mind brand stores, which provide a high-touch experience for product-consumer interaction. If the stores are well located, they already have many conditions for this experience to be sold: for 56% of the country’s omnishoppers, a physical store with a convenient location is more likely to attract them to the store. But that alone is not enough. The hospitality and technical competence of the retail sellers warm up the shopping experience and make all the difference in the brand experience.
These examples show that brands that can develop all these attributes are the ones that best convert their efforts into increased sales and satisfaction of different consumers. However, aggressive and efficient plans require partners to combine new ideas, technical expertise, industry know-how and 360-degree performance.
With knowledge of the needs and demands of brands, live and trade marketing agencies can predict different scenarios to leverage sales as well as more consistent and differentiated actions for shoppers. This goes from the planning of the physical presence in points of sale, to the analysis of factors that show the gains when investing in the correct allocation, training and use, including of virtual promoters, with the use of geolocation technologies.
In this environment, the consumer experience does not only involve the moment of purchase of the product, but its entire journey, from the moment the shopper enters the store until after-sale. It can advertise and engage your entire network of connections in this experience. If it is a memorable experience, you are able to take it to a new purchase. If the experience is negative, it also will not shy away from registering it, connecting it to the brand, so that it is also something unforgettable and avoided.
After all, how to convert an eventual consumer into an engaged shopper?
* Marcelo Chianello is Executive Director of Business and Marketing at Liq
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