You cannot effectively drive sales without understanding the needs and behaviours of the shopper. This shows in vague communication objectives, resulting in poor in-store messaging.
Assess your insights; Do you know the key purchase barriers to overcome? Do you know the shopper’s journey to purchase? Do you know retailer-specific insights that affect the in-store messaging?
If you do not demonstrate what is in it for the shopper and help overcome a purchase barrier, you will not establish value and the opportunity to drive sales is gone. Shoppers buy benefits, not features. And benefits drive closure.
The Shopper Marketing article series from Ecolean shares interesting shopper insights from the FMCG world. We also share some tips on how to leverage packaging in the in-store battle.