Competition in our industry is intense. It’s intense within categories – just think about the number of brands, segments and variants in your category – and intense across categories. If you’re a snack, you’re competing with all other snacks, not just those in your bay. If you’re a drink, you’re competing with all other drinks.
All this competition. Most of the time, the shopper is overloaded with options.
So we are all battling for attention. Battling to win this purchase, then battling for the next purchase, then the next one.
It’s tough. But what can you do to stack odds in your favour? Here are five things to think about, that can make a difference. Things that increase the chances of shoppers buying, then continuing to buy your category or brand. Let’s call them shopper superpowers.
Become top of mind for shoppers
First, accessibility. This is about being within arm’s reach and top of mind. Being in all the right stores, in the right aisles and zones within those stores, in the right place in those aisles. The best companies are relentless about this. Accessibility is also about automatic purchasing: being in the favourites list online or, better still, securing a subscription. Don’t fight for each purchase if you can lock it in.
Next, visibility. Stores and shopping websites are visually overwhelming. How do you get seen? You need to make yourself instantly recognisable. To do that, your communication must consistently reinforce your visual identity. You need signage that directs shoppers to your category. Displays that get shopper attention. Pack designs that leap off the shelf and stand out.
Third, simplicity. This means being easy to process for shoppers. We in the industry might see all the detail, but shoppers have more important things to worry about. Categories need intuitive layouts and merchandising. Stripped-back design that directs shopper attention. Messaging that is easily understood, that uses few and short words, in everyday language. If you can’t keep things simple, forget about being processed.
Next, clarity. Making your category or brand the obvious choice. The way a choice is framed influences our decisions – more than most of us like to admit. If Fairy Liquid tells us clearly at shelf that it lasts twice as long, it affects our decision. Stating a single and relevant reason to buy your product brings extra sales.
Finally, consistency. Not mainly consistent, not broadly consistent – uncomfortably consistent. Doing the same thing again and again. Actimel supports your immune system: did last year, will next year. The smartest companies recognise they get bored well before their shoppers do. Consistency is easier for you, and more importantly, it’s much more effective with shoppers.
So, there are five shopper superpowers to think about. The more you deploy, the better your chance of winning.
Jeremy Garlick is a partner at Insight Traction
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