CONSUMER BEHAVIOUR/

Shopper Marketing
 Stimulation
TYPES OF NEEDS

Social Experience

Learning new
trends
Hedon(ist)ic
Needs

Customer Needs Status & Power

Utilitarian Needs

Self-reward

Adventure
 STORE CHOICE: Multiattribute Attitude
Model

‘Performance Rating’ (of a store/retailer)

= Performance Beliefs* x Importance Weights

*Shopper’s belief in a retailer having a certain attribute

 STORE CHOICE: Multiattribute Attitude
Model

‘Performance Rating’ (of a store/retailer)

= Performance Beliefs* x Importance Weights

*Shopper’s belief in a retailer having a certain attribute

A quick exercise: choose two retailers in your town and apply MAM.
What are your learnings?
 “WHY WE
BUY”*

▪ Transition Zone
▪ Boomerang Rate
▪ Interception Rate
▪ Time Spent in the Store
▪ Signage
▪ Waiting Time
▪ Men v. Women
▪ Conversion Rate

*WHY WE BUY: The Science of Shopping | PACO

UNDERHILL
 “WHY WE
BUY”*

▪ Transition Zone
▪ Boomerang Rate
▪ Interception Rate
▪ Time Spent in the Store
▪ Signage
▪ Waiting Time
▪ Men v. Women
▪ Conversion Rate

*WHY WE BUY: The Science of Shopping | PACO

UNDERHILL
 “WHY WE
BUY”*

▪ Transition Zone
▪ Boomerang Rate
▪ Interception Rate
▪ Time Spent in the Store
▪ Signage
▪ Waiting Time
▪ Men v. Women
▪ Conversion Rate

*WHY WE BUY: The Science of Shopping | PACO

UNDERHILL
 “WHY WE
BUY”*

▪ Transition Zone
▪ Boomerang Rate
▪ Interception Rate
▪ Time Spent in the Store
▪ Signage
▪ Waiting Time
▪ Men v. Women
▪ Conversion Rate

*WHY WE BUY: The Science of Shopping | PACO

UNDERHILL
 “WHY WE
BUY”*

▪ Transition Zone
▪ Boomerang Rate
▪ Interception Rate
▪ Time Spent in the Store
▪ Signage
▪ Waiting Time
▪ Men v. Women
▪ Conversion Rate

*WHY WE BUY: The Science of Shopping | PACO

UNDERHILL
 “WHY WE
BUY”*

▪ Transition Zone
▪ Boomerang Rate
▪ Interception Rate
▪ Time Spent in the Store
▪ Signage
▪ Waiting Time
▪ Men v. Women
▪ Conversion Rate

*WHY WE BUY: The Science of Shopping | PACO

UNDERHILL
 “WHY WE
BUY”*

▪ Transition Zone
▪ Boomerang Rate
▪ Interception Rate
▪ Time Spent in the Store
▪ Signage
▪ Waiting Time
▪ Men v. Women
▪ Conversion Rate

*WHY WE BUY: The Science of Shopping | PACO

UNDERHILL
 “WHY WE
BUY”*

▪ Transition Zone
▪ Boomerang Rate
▪ Interception Rate
▪ Time Spent in the Store
▪ Signage
▪ Waiting Time
▪ Men v. Women
▪ Conversion Rate

*WHY WE BUY: The Science of Shopping | PACO

UNDERHILL
 “WHY WE
BUY”*

▪ Transition Zone
▪ Boomerang Rate
▪ Interception Rate
▪ Time Spent in the Store
▪ Signage
▪ Waiting Time
▪ Men v. Women
▪ Conversion Rate

*WHY WE BUY: The Science of Shopping | PACO

UNDERHILL
RETAIL (MARKET) STRATEGY
 Sustainable
Competitive
Advantage

Retail
Strategy

Retail Target
Format Market
 SUSTAINABLE COMPETITIVE
ADVANTAGE

▪ Location
▪ Unique Merchandise
▪ Customer Service
▪ Customer Loyalty
▪ Distribution & Information Systems
▪ Vendor Relations
▪ Human Resources Management
 GROWTH
STRATEGIES
Target Market
Existing New
Existing

Market Market
Penetration Development
Retail Format

New

Format
Diversification
Development
 GROWTH
STRATEGIES
Target Market
Existing New
Existing
Retail Format

New
 STRATEGIC RETAIL
PLANNING

▪ Define Business Mission

▪ Conduct Situation Audit

▪ Identify Strategic Opportunities

▪ Evaluate Strategic Opportunities

▪ Establish Objectives & Allocate Resources

▪ Develop Retail Mix to Implement Strategy

▪ Evaluate Performance and Make Adjustments