Shopper Fluent

connect - engage - inspire

Intuitive or rationalised

We humans shop on auto pilot.  It’s a process in which the sub-conscious takes greater control than we are aware of, guiding us to fulfil our shopper mission as easily and quickly as possible.  Parents who know for certain the brands or products their kids want, stick to that certainty as closely as possible and spend more.

OF KIDS’ GIFT REQUESTS
ARE NOT WRITTEN DOWN

SAY TV ADVERTISING
TO KIDS IS POSITIVE

OF PURCHASE DECISIONS
ARE MADE ON AUTO-PILOT

Connecting upstream to downstream

Kids are upstream of purchase decisions, consuming what’s theirs, connecting-engaging-inspired by brands which target them.  Parents are downstream, compiling the needs of the household, setting out their shopper missions, sourcing or navigating the aisles and e-tailer taxonomies, picking items  – on impulse or according to a plan – and occasionally noting the brands which engage their kids.

connect – engage – inspire

To become shopper fluent we step in to their shoes, to understand the flow of information between consumer and shopper, the effect it has on shopper behaviour and how changes in media, technology and retail landscape will shape the future.

MONEY SAVING EXPERTS

The original pioneers of online shopping, the primary carers of newborn children, typically mum, takes on the role of semi-professional bargain hunting, product sourcing, money saver.

CONVENIENCE SEEKER

As families evolve, kids grow older, the need for convenience also changes.  A greater focus on convenience store shopping alters the visibility and reach of kids brands.

GENERATIONAL SCALES

The balance and format of inter-generational influence shifts in favour of kids, from primary to tweens and teens.  We run ethnographic studies to see this dynamic in the home.

CATEGORY SHIFTS

From entering the nursery categories as novices, both parents and kids grow in maturity and confidence across all family categories.  We measure the progression and scale of these shopper segments, their brand and retail allegiances.

Shopper journeys and segments

To become shopper fluent we take what shoppers tell us they do, their account of events and reasons for the decisions they’ve made, and overlay them with our expertise in analysing spoken and body language, facial expression coding, semiotics and observed behaviours.  Most of our research takes place where it matters most, at the point of purchase, be it online or in store, but we travel along the path to purchase, to witness their touchpoints, priming and overt influences.

IN STORE

To get a true picture of how shoppers navigate, browse, are converted to pick a product, select from the competitive offer, act on impulse or according toa plan or routine, we conduct in store accompanied shop interviews and observation, intercepts and exit interviews, traffic flow analysis and heat maps, and eye tracking.

ONLINE

To understand the behaviour, usability and optimised taxonomy of an e-tail site, the search process, conversion factors and site stickyness, we conduct accompanied online shops, remotely recorded or in person, using face reader and eye tracking, setting missions and tasks, live interview, or intercepted with a survey

STOCK THE SHOP

An online game, embedded in to survey script, which can be conducted on a quantitative scale, as a way of screening concepts, testing price elasticity, competitive advantage, visual impact and concept appeal in a simulated store, and trade off analyses.

CONCEPTS & CATEGORIES

In focus groups we run a similar process to ‘stock the shop’ with a mock up fixture, ordering the competition, evaluating brand and product appeal, price expectations, core messages which meet the needs of the family gatekeeper and anticipated to please kids.