Persuasion in this instance refers to the role of in store staff in educating and persuading shoppers. It is a key lever used in Category Management and Shopper Marketing.

Persuasion Strategy asks and solves:

  • Is our category an impulse, add-on or trade up opportunity?
  • With which other products and categories are our products best sold in tandem?
  • Can our brands be switch sold?
  • What do we need to do to get store managers and staff to actively promote our products? What kinds of incentives and training programs are appropriate and compelling?

persuasion-picture

At ShopAbility, our end-to-end approach to Persuasion Strategy covers:

  1. Insights: Shopper Research – shopper behaviour in categories and channels, role of staff
  2. Strategy: by category and by channel
  3. Activation: trial, rollout, pictures of success, sales tools, measurement & evaluation
  4. Capability: persuasion standards and scorecards, Training for Category, Marketing, Sales & Field teams

You can return to our Category Management and Shopper Marketing pages here.

Or read further about the other elements of RSVP3: