Consumers are holding onto their money more than ever. That's why shopper marketing is the only way to keep your business afloat in a tough economy.
Shopper marketing considers the buying behaviour of an ideal target customer group. Instead of simply pitching an amazing product to those already interested, the shopper marketing strategy focuses on making the purchase process as simple as possible.
The emotional difference between 'consumer' and 'shopper' is what makes the two types of marketing so distinctive. A consumer is someone already aware of a product, but a shopper is someone who knows they need something but aren't necessarily set on a brand or exact product yet.
These are the people you need to capture if you want your business to stay ahead of the competition in a tough economy.
Here are five ways you can use shopper marketing to boost revenue:
1. Sell to the shopper, not the consumer
Shoppers want to know about a product: Is it effective? Can they trust the brand? Is it good value for money?
Don't tell potential customers how amazing your product is, show them. Showcase product and service reviews on your website to make it easy for shoppers to change their stance and shift into buying mode.
2. Offer solutions
Show shoppers why your product solves their problems. For example, instead of telling them it's the cheapest on the market, show them that they can save significant amounts of money by choosing your product.
When you've enticed a shopper into the buying cycle, make the rest of the purchase process easy. A complex checkout process creates more frustration and causes problems in the eyes of the shopper, which could mean they abandon the purchase altogether.
3. Collaborate with retailers
If you've got the knowledge and understanding of a certain shopper demographic, share it! Collaboration with retailers will help to boost their understanding of shopper types. This, in turn, will create strong partnership campaigns that drive sales on both sides of the relationship.
4.Improve the path to purchase
Consider how your shoppers browse your products. How do they gain awareness of your brand? How do they research their ideal products?
There are various channels to improve the path to purchase. Radio adverts can help to convince shoppers to drive over to your store while they're out and about, for example.
Another way to improve the path to purchase is to consider your multiple offerings within a product range. Do certain products frequently get bought together? Offer discounts or exclusive packages to encourage a higher value sale and stronger brand commitment from the shopper.
5. Innovate wisely with digital promotions
With an increasingly online shopping world available to customers, make sure you keep up with the latest in consumption behaviour and innovative digital technologies.
For example, digital promotions work well thanks to smartphones. A digital code can be used in a brick-and-mortar store as well as online. An example of this would be a store that runs a campaign that uses digital receipt validation of a customer purchase to receive a discount on their next purchase.
Contact us today to find out more about digital receipt validation to drive your shopper marketing strategy.