Over time, companies who are successful in shopper marketing have learned a valuable lesson: In order to succeed with the retailers who sell their brands, it’s of utmost importance to first understand and support the retailer’s brand.
For example, not supporting the practice of Every Day Low Price (EDLP) and Every Day Low Cost (EDLC) with Walmart can be a major disconnect with the retailer and will play heavily in the day-to-day relationship between the vendor and the world’s largest retailer. At this point, you may be asking yourself, “Where does that put my brand?”
In today’s world of shopper marketing, millions of dollars are spent every weekend communicating the latest offerings from brands in the Sunday newspaper. Millions are spent on in-store demos to try and break through the clutter of messages shoppers are exposed to in-store. The shopper’s path to purchase used to be very linear – out of store, in store, and at shelf. But in today’s environment, the shopper’s path is bombarded from many more touch points along the way including digital, smartphone, bloggers, and many more.
Shopper marketers often refer to “the moment of truth” or those crucial 10 to 20 seconds at the shelf when the shopper makes a final decision within a specific category. These split-second decisions are made on the fly. Many times, no matter how often a brand has reached the shopper – or how many millions the brand has spent – the final decision is easily influenced. Within seconds, millions of dollars can be determined as a complete waste or a wise investment.
It is becoming less about filling an empty slot with any product, and more about what the product is and why we are selling it.
Understanding the value of the product – how it works, why it works – is an important investment retailers are now making. If during those crucial 10 to 20 seconds, the shopper becomes confused and needs input or guidance from a store employee, the “moment of truth” can quickly become the moment of loss. Especially when the employee is unable to answer their questions.
The shopper can access websites and social media on smart phones. He or she may pose a question and get a quick response with the simple touch of a few keys. He or she will get answers somewhere. And, these sources will help win the sale, but unfortunately, they may direct the shopper to a different store.
Employees must be invested in the brand they work for, but they must also be invested in the brands they sell. So, how do vendors win in this environment? Especially when retailers give limited touch points or tactics to their employees, or in some case, none at all?
At CJRW, we help our clients solve this problem, and drive opportunities with their retail customers.