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Constrains:
Time, Money, Space in the Basket
Consumer: Shopper is buying for himself or
for somebody else
Reason for Shopping: Planned purchase,
Unplanned purchase, Quick Pick, ...
Motivation: Price, Service, Support, ...
The success of the whole process may depend of the
single factor. If the shopper is limited with only
one factor, the shopping can be missed. In order
to activate the shopper and to make the shopping
process successful, it is necessary to undertake
different steps.
Visual
Communication
Think how much time a consumer gets to understand
the message….
1, 2, 3 seconds… Where to put your
message? Shoppers are more pressed for time than
ever, they expect information to be out in the.
You cannot just put your sign up in empty spots
where it fits and expect people to see it. Stores
are a collection of Zones, you have got to map
them out before you place your signs.
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You
need to go out and walk round the store and
ask:
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What
will shoppers are doing here?
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Where
will their eyes be focused?
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What
will they be thinking?
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Will
they be walking slowly or fast?
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If
fast the message must be short.
-
If
slow you can deliver more detail.
Each
zone is right for one kind of message and
wrong for another. At a petrol station you
can put a longer message at the pump, a
short and message on route and another
longer message at the queue before the cash
register. Basically, the time spent on some
location dictates the size and length of the
message.
For
maximum exposure you should interrupt the
natural sight lines in any given area, so
you stand in a spot and determine where the
shopper is looking. In the queue for the
cashier hanging a banner above them is no
good as they do not look up. However placing
a sign 3-4 meters away is more effective as
it is in their natural sight line. People
usually look at the other people. This is
why in Fast Food Chains they often activate
directly above the cash register, more or
less just below the cashiers face.
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Next:
Activating the Shopper
Visual Communication
How to Slow Shoppers Down? Men versus Women as Shoppers
Rules for Displaying
Exploring the Peripheral Vision
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