Trade Marketing Flashcards

The Importance of the Shop

• 70% of buyer decisions are made at the point of sale.

Merchandising Key Issues

• Increase profitability at the point of sale through specific strategies to differentiate.
• Easy & quick purchase: faster shopping can increase shop billing.
• Shelf strategy: negotiate premium locations and planograms for a better shopping experience and avoid OOS (Out Of Stock).
• Shopping carts and baskets: they are the connection between customer and the point of sale, must be clean and in perfect shape; carts with parallel handles can increase purchase by 25%.
• Activate the point of sale: create attractive activities and fun things in the store.
  • Special moments activation: store openings, holidays, anniversaries, events, promotions, games, contests.
• POS (Point of Sale) advertising: encourage consumer purchases with exhibitors, packaging presenters, displays, posters, etc.
• Shoppertainment (Live commerce): involve the consumer for a personalized, interactive experience.
• Measure, measure, measure: continuously measure KPIs to see how the consumer is reacting.

Shopping Customer Experience

• In-store intelligence (layout): understand shop layout and path tracking, virtual store layout, and future trends.

Shopper vs. Consumer

• Shopper journey: inside the mind of the shopper.
• Use emotive and experiential retailing to drive incremental sales.
• Visibility is key.
• Layout and positive disruptions are important.
• Brain processing limit: 7 pieces of information at a time.
• Human eye vision limitations: too many inputs make it difficult to buy.

Neuromarketing: Emotions

• 90% emotional decision making.
• Decision-making time: 2.5 seconds.
• 85% of decisions are made at the point of sale.
• We remember 100% of what we feel.

Neuromarketing Techniques

• Research: Qualitative (surveys, ethnographic), Quantitative (Observational / neuromarketing research).

Neuromarketing: Eye Tracking

• Foveal vision: 1-2^o

Brain Cheat

• Too many inputs will make it difficult to buy; be aware of the invisible gorilla effect.

Eye Tracking Details

• Invisible infrared beam into the eye, sensor records reflection patterns.
• Geometrical model calculates the exact point of gaze.
• Fixations: Pause of eye movement on a specific area of the visual field > 100 milliseconds.
• Saccades: Rapid movements between fixations 29-99 milliseconds.
• Information processing: 99.00\%, Information discarded: 1\%, Processed information: 0.05\%, Buyer’s rationale: 5\%.

Inside the Store: Scent

• Evokes taste & emotions.
• Amygdala (Limbric System): Closely associated with memory and feeling.

Other Senses

• Sound, Taste, Touch