Shopper Education: Tuning in the Shopper's In-Store Channel

If the pandemic taught us anything, it is that whatever sort of product we need can usually be at our doorstep in no time whatsoever.

Some things which were ordered on a Monday afternoon would appear Tuesday. And show of hands: How many ordered something and, if it did not arrive in a couple of days, would check to determine whether it was lost? That is how much our expectations have been raised. We also spent time on social networking, where we had been hit with more advertising than ever. However, these advertisements helped us learn about new products in a matter of, say, 20 minutes. If it sounded great, we would click on a button and make a purchase.

The simple fact is, Covid-shopping has spoiled us. The challenge for brick-and-mortar retailers is supplying the exact same type of internet simplicity at store locations.

This is very important to consumers and retailers. Consumer behaviour remains top shoppers to go in store for both the tangible and social aspects. But merchants will need to provide them a reason to make that purchase or shoppers can cling to their newfound e-commerce customs.

What shoppers actually want from advertising in store and online

Retailers will need to think about a current study by Global Web Index (GWI) that finds that the vast majority of Americans (50 percent ) look to advertisements for product info. That's considerably higher than those who said they search for advertisements that provide product discounts or special offers (40 percent ). The GWI survey found consumers also seem to advertisements to teach them something new (33 percent ), be applicable (29 percent ) and cause them to laugh (29 percent ).

So the electronic customer experience--while selling to the shopper--is ready to provide a fast, simple and entertaining dive into product characteristics. Consumers immediately find out about something and why they must have it. Contrast that with, say, the average Sephora store, which, according to Wikipedia, is 11,380 square feet and carries an eye-popping 13,000 products. That's a good deal of turf to cover and a great deal of merchandise for any shopper to browse through. While the displays are beautiful, their messages are ,"Buy me!" "No, me!" It might be overstimulating and overpowering to the point that it impedes buying choices. However, Sephora has its own reliable"cast members," or beauty advisors, to answer questions, demonstrate product and help navigate their wealth of offerings so every shopper finds the best products.

"The dumb shopping will stay online. The deliberate shopping--the surfing, discovery, interacting, learning--will continue to happen in shops." Dan Frommer, Founder, The New Consumer

Contrast that with the neighborhood big-box store. According to the Institute for Local Self-Reliance, Walmart or Target"supercenters" unite their typical product with supermarket and specialty services, bringing their size to a typical array of 180,000-to-250,000 square feet or between 4.1 to 5.7 acres. And FMI, the Food Industry Association, says 40 percent of the working space can be dedicated to grocery items.

Now throw in this from a post in FoodDive.com: The Food Marketing Institute states"Walmart, the world's biggest retailer, carries 142,0000 distinct things in its Supercenter stores which could average 187,000 square feet, or more than three football fields in size."

It is mindboggling to think about all of the ground consumers have to pay merely to get what they want , never mind be duped into purchasing something that they had not previously considered.

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The"Moment of Truth" is still in shop

But brick-and-mortar stores as well as the brands that they take still hold the cards. In the pandemic, the U.S. Commerce Department states e-commerce earnings accounted for 14 percent of total U.S. earnings in 2020, meaning that the huge majority of shoppers still led to store locations to store. And in shop is retail's biggest opportunity to convince shoppers at the"moment of truth."

If you do not believe there are these"moments of truth," then you've not experienced walking into a Sam's Club or BJ's Wholesale using a shopping list of basic items and winding up shoving two full carts out the door.

Retailers and brands are missing an opportunity when they rely solely on electronic stations to introduce, educate, entertain and influence shoppers. There are lots of daily events when merchants can use retail advertising to entice shoppers at perhaps the most influential moment in their pathway to buy --their physical experience with a product.

Sure, some stores are using their places as showrooms for purchases that are online. Or as distribution points in their supply chain. But the simple fact remains there are many products and options coming to market which have no ambassadors from the aisle to present, explain, help and affect the in-store consumer.

WIIFM--Your shopper's favorite station

Shop and brands have always had the chance to reach shoppers in the all-important"moment of truth" through strategic use point-of-purchase (POP) signage. But today more than ever, it is crucial to revisit the how's and the"what" of this strategy because that link with the shopper has to be swift and entertaining but informative, mirroring the internet or social networking experience.

When done correctly, your shop and those"moments of truth" become a lure back to your own company by customers because they know you will not just give them exactly what they want, but also what they would like to know. And as Sy Syms once said "An educated consumer is our best customer."

But beyond simple product info, shoppers will always tune into their favourite station: WIIFM ("What's in it for me?") . They not only need to know how the product will benefit them, but they also need to know what they will gain by its use, the way the product will better their own lives, days, their world at large. And this should be completely understood and adopted with in-store marketing--particularly today, when all of this and more needs to be delivered to the customer's hands and heads in 20 minutes or less.

Some intelligent brands and retailers get this and demonstrate their take on how POP can function as both a learning and inspiration point for shopper participation.

Just how many are"getting it"

Take, by way of instance, Native, a direct-to-consumer (DTC) brand which began its business by means of a subscription model and wound up negotiating an end cap display at Target stores. The witty point here is that while their products are organic deodorants and body washes, the most obvious feature of their in-store screen is their"sustainably made packaging" Nothing in this screen speaks about the product's attributes. The packaging is the celebrity. And that is okay. Consumer education about the item comes from online advertising and social networking channels.

But Native's primary point is that it is environmentally friendly. And that's a significant audience demographic such as for shoppers at Target. The shop and brand know the audience and have targeted it properly. They know the value proposition herethat you can sell something that's green inside and out.

Another engaging in-store screen comes from L'Oreal. It walks the shopper through a questionnaire of sorts to ascertain what shade or gloss merchandise will be ideal for them.

The consumer engagement element of this screen is the capacity for shoppers to scan the QR code and reach a Hair Color Concierge which will further help with more information on which product type is perfect for the shopper.

This is truly a excellent example of how signage can inform, engage and customize the offline retail experience. This hint is L'Oreal's version of Sephora's"cast member"/beauty adviser.

Without doubt, through the use of the QR code, L'Oreal's entrepreneurs are measuring the degree of contact with every shopper through their technology-embedded signage, giving rise to the point that signage may be two-way experience for shoppers and brands.

Now, have a look at All Great's in-store display. It is hard not o detect this diaper manufacturer, and its message that it is a business that gives back. In cases like this, for each product bought, All Good will give a day of diapers into a family in need. These kinds of assignment statements are often buried beneath a great deal of marketing hype. But All Goods clearly gets to the stage and assembles its messaging on product characteristics (in a fun and visually appealing way) as well as its own altruistic endeavors. This sort of consumer advertising --over any of the larger"corporate" sponsored goods --is much more sincere. Shoppers can instantly get this, and is not that the purpose of great POP?

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Lastly, check out an exceptional example of the way QR codes may sell services in addition to products. On this 1 hint, Home Depot has made it easier for the customers to find contractors for everything from floor to water heaters.

Rather than shoppers drifting around thousands of square feet to locate a person to give them this advice, here they are ready to just scan the applicable QR code, which then leads them to resources suited to their precise needs.

Occasionally the"moment of truth" is really developing a frictionless travel for the shopper. This is something digital experiences do very well. In cases like this, Home Depot latched on to that and capitalized on it in shop using a novel display that spans into phygital land. With this bit of in-store advertising, they also removed a pain point for the shopper. In-home repair and related services save shoppers from a less burden--and from walking thousands of square feet!

In a recent article in Fast Company, Dan Frommer, founder of this book The New Consumer, said he finally sees online shopping for a replenishment platform for things like lipstick and T-shirts.

"The mindless shopping will remain online," Frommer said. "The intentional shopping--the surfing, discovery, interacting, learning--will continue to happen in shops."

What have we heard?

Well, let us summarize

Shopper's expectations on immediacy (on anything related to merchandise, knowledge, participation, buy ) has grown in leaps and bounds.
The anticipation is that the shopper's in-store encounter should mirror the online one.
Shopper's desire--over several things, product info. And they do not want to need to hunt for it.
The"moment of truth" continues to exist in shop. In actuality, it's probably a stronger chance for a merchant or brand to market since the physical product is right within reach of the customer. But that experience with the brand has to be as engaging as any social networking post, electronic advertising or website homepage. It has got to be of significance to the shopper in fixing their pain points and immediately have the ability to tune into their own station (WIIFM) and broadcast accordingly.

At Medallion Retail, we've got a deep understanding of the consumer pathways to buy. We understand the immense advantages of the physical, tangible and haptic shopper experiences in shop and the enormous value that point-of-purchase signage and displays plays in that experience.

While consumer shopping habits might have been changed in the last year, our basic human nature has not changed. We still want to socialize in our physical surroundings. And if brands and retailers may present their shoppers a quick, easy and secure way of exploring that physical universe in retail, they'll be always rewarded with new, loyal and repeat shoppers.

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