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When it comes to effective shopper marketing, less is more: Christopher Brace

By VJ Media Bureau | Vjmedia Works | August 04, 2016

Speaking at In-Store Asia 2016 in Pragati Maidan, New Delhi, Christopher Brace, Founder and CEO, Syntegrate Consulting, pointed out several shopper marketing fallacies that exist across the globe, fallacies that are contributing massively to advertising waste.

Christopher Brace, Founder and CEO, Syntegrate Consulting, in his session "How shoppers make decisions: The truth about their behaviours” pointed out several shopper marketing fallacies that exist across the globe, fallacies that are contributing massively to advertising waste."Surprisingly, everything in the marketplace has changed - manufacturing, retail, innovation, supply chain, even consumers and shoppers themselves - but we're still executing marketing as if none of these changes have occurred,” Brace commented. He pointed out three principal fallacies and explained the realities that can bring positive changes. Firstly, many marketers still believe that purchase decisions are based on reasoning and logic while the reality is that a shopper's purchase decisions are largely driven by emotion. Secondly, lots of shopper communications still rely on providing a list of details about the brand, bombarding the shopper with too much information, clogging up their decision-making process. "When it comes to effective shopper marketing, less is more. Rely on your shoppers' brains to fill-in the blanks." And finally, shoppers' thought processes are not based on a collection of facts, but rather, based on a collection of stories. Effective communications engage the shopper in a story, and not a bullet-point list of product attributes, promotion, and price.

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