Ho Ho Ho or Ho Ho Hum? How do you cut through the clutter to engage and convert Christmas shoppers?
December 17, 2007
Ho Ho Ho or Ho Ho Hum?
How do you cut through the clutter to engage and convert Christmas shoppers? See if these shopper behaviour tips in the mall, grocery, petroconvenience and liquor channels light your tree. There’s one for each of the 12 days of Christmas!
By Lee McAllistair, for TORCHMEDIA, December 2007
One
People are home less often – they are shopping and at social occasions. The marketing mix therefore needs to prioritise in store and out of home media and point of purchase execution. Note television moves to ‘summer programming’ – read ‘less people watching’. ..
Two
Shopping mall traffic increases by 25% over the season and 35% in the last two weeks of December. At Christmas you can reach more shoppers more directly than at any other time of year! But visibility is critical. Map out the key shopper touchpoints in the centre for your category, and make sure you have visibility there with a strong call to action.
Three
Shoppers shop by occasion. To achieve cut through at this time, you need to map out who is likely to buy your product, for whom, and why – what is the occasion or problem? Then focus your marketing and media message on how your product is the solution (e.g. ‘Christmas dinner’ or ‘buying for Mum’).
Four
Shoppers shop different categories differently in store. Think about where in store the purchase decision is most likely to be made. Front of store (like gift box sets)? In the aisle? At a gondola end or display? Ensure you are communicating with your shopper where it really counts.
Five
83% of women and 75% of men visit a shopping centre once a fortnight. Don’t forget the men! Are you a ‘buying for her’ category? Spell it out. Help the blokes find you using directional media placement and occasion-based messaging.
Six
84% of people come by car to a shopping centre – and the further they travel to get there, the more they spend. Make sure you have a strong offer and call to action in the car park and entrance!
Seven
Purchases of $20O or more go up by 14%. Know your category. If you’re a premium product it’s not about price at this time. Communicate quality and ‘specialness’ for gifting in your media messaging.
Eight
9 in 10 people deviate from their shopping list (either written or mental). Shoppers are open to impulse at this time of year more than ever. Are you an impulse category? Use retail media as a reminder at point of purchase. ‘Have you got your X?’
Nine
In the supermarket aisles: up to half of shoppers browse a category but walk away without anything! The role of floor and shelf media in the aisle. Convert the shopper before they walk away! Use floor and shelf media to shout the messages you can’t always shout from the pack.
Ten
Shoppers in the petroconvenience channel are In a hurry; they spend less than seven minutes in store! The biggest challenge is how to get them to see you in the first place. Repeat messaging is the key. Start and the bowser and follow through, communicating at each shopper touchpoint.
Eleven
Shoppers in petroconvenience at this time are often husbands / male partners sent on drinks & ice runs. Male shoppers are less price conscious. Show him bulk packs and use directional floor media so he can find them fast.
Twelve
More than 80% of shoppers in bottle shops next to supermarkets come directly from the supermarket in to the liquor store. Use brand visibility at store entrance (on floor) to capture the shoppers as they arrive from the supermarket – wielding a trolley and looking at the floor…
We wish you a merry Christmas, strong sales uplifts and a partridge in a pear tree!
