How Do Shoppers Shop?

People buy categories first and foremost. They write down coffee, soup or butter rather than Nescafé, Heinz or Kerrygold. (You know your brand has arrived when its full brand name appears on a shopper’s shopping list.)

We have repertoires within each product category, within which we rotate according to price promos. This will be particularly so in categories where waste is an issue for the retailer and producer and needs to be minimised, like yoghurt, and where there are more promotions because they need to shift stock.

Respect the ease of product identification and recognition by the consumer. Make it easy for them to spot your brand in an aisle and shopping environment which is one of constant visual and sensory bombardment for the shopper.

Consumers’ calculation of value is based on the relative value your product delivers compared with its competition. Nespresso capsules sell at a tremendous price premium by removing all comparison by selling in their own retail stores and online.

What do shoppers need to understand about your product in those first three seconds?

What is the right balance between your brand and your product information on pack?

What shoppers most want to know is: what is the product and what do I do with it?

(I have seen so many brands shouting their brand name at consumers and not leaving enough space on pack to explain what the product is or why the consumer should be interested.)

Don’t do this. You waste your communication opportunity.