[SERIES] POS #4 of 6 - six shopper insights

April 27, 2014

In this 6-part series covering everything an Account Manager should know about Point of Sale/POS material (also known as Point of Purchase/POP material) we will be exploring the many facets of creating and incorporating dynamic POS into your client's campaign.

  1. What is the purpose of POS?
    Different types of POS
  2. Substrates for POS production
  3. How to plan your POS
  4. Six shopper insights
  5. What makes for good POS design?
  6. AIDA: what is it?

“AM-Insider

Six shopper insights

It’s all about emotions and sensory experiences.

70% of decisions in retail are made at the point of sale.

As an Account Manager you are facilitating the design and production of POS - not for the attention of your client, but for your client's customers. In order to produce POS that actually works, you need to take some time to get inside the mind of the people whose attention you are trying to capture.
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#1: Shoppers have difficulty making decisions
  • more choices = more difficult to make a selection.
  • common for shoppers to not know exactly what they want.
  • need information/education to make a decision.

 

#2: Shoppers want to feel smart when making decisions
  • want to be seen by their peers as making the right choice.
  • focus on how to make shoppers feel they’ve made a smart decision.
  • emphasise “smart choice” in your promotion.
  • don’t disappoint your customer.

 

#3: Shoppers have limited ability to process too much information
  • the mind can only process 5 - 7 pieces of information at a time.
  • there are thousands of stimuli in-store. The brain will compress some information and will screen out some.
  • keep it simple.

 

#4: Shoppers need consistent messages in and out of the store
  • keep your brand image consistent: colours, shapes.
  • keep your brand message consistent.
  • keep POS consistent with other channels, aligning above and below-the-line activity (e.g. TVCs, print, packaging). Have a 360˚ communication strategy.
  • POS which is an extension of the product on the shelf usually work very well.

 

#5: Discontinuity creates triggers to attract shoppers' attention
  • the mind ignores what it knows and focuses on differences.
  • use differences to enhance shelf design: shelf layouts, lighting intensities, flooring, curved designs, colour patterns.
  • include discontinuous elements.

 

#6: Shoppers recognise visual stimuli most easily
  • shoppers process pictures more easily than words.
  • use simple words (e.g. Save, Sale, Free) and eliminate wordy text.
  • POS that moves (e.g. wobblers, AV, lenticular motion) or flashes (LED lights) can have added cut-through.

 

Enjoy this article? You'll love these...

[SERIES] POS #1 of 6: purpose and types
[SERIES] POS #2 of 6: production materials
[SERIES] POS #3 of 6: how to plan your POS
[SERIES] POS #5 of 6: what makes for good POS design?
[SERIES] POS #6 of 6: AIDA: what is it?

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