Bring back the romance: has the thrill gone for your shoppers?
Topics: Category Strategy, Channel / Retail, FMCG, Point of Purchase, Shopper
Lee McAllistair gives shoppers a little more attention, for Valentine’s Day 2008
Valentine’s Day reminds us that a little emotional connection goes a long way, and not just on one day of the year! How emotionally connected are your shoppers with your category and brand, and what should you do about it?
Well, Nielsen research in 2007 introduced the concept of ‘Shopper Modality’ – the fact that shoppers have varying degrees of emotional involvement in the products they buy, and different shopping habits associated with them. What you need to do in store to optimise sales changes according to which mode your shoppers are in when considering purchases in your category.
Here’s our Valentine’s Day edition of Nielsen’s four shopper modes, and how you can bring a little more lurrrrve to the shopping equation!
The four shopper modes:
