Identifying Shopper opportunities depends on business-based insights that consider brand and retailer objectives in tandem, and how those interests align with the consumer’s. While the overarching goal is to trigger favorable purchasing decisions when the consumer is in shopping mode, the scope is much larger, as it includes creating positive brand experiences at every touchpoint, regardless of whether a transaction is involved.
Data & Research. The best Shopper initiatives apply insights that connect emotionally with consumers as they shop, building long-term loyalty and growth for the brand and retailer alike. Ideally, these insights are based not only on data that are readily available on a commodity basis, but on proprietary research that reveals special opportunities that are potentially unique to the brand and retailer.
Facts vs. Insights. Opportunity identification in Shopper depends on understanding the difference between a fact (i.e., what shoppers do) and an insight (i.e, why they do what they do). Moreover, context is everything, as both what shoppers might do and why they do it can change based on when and where they are shopping. It is a complex challenge — a moving target. Taking short cuts will all but guarantee disappointment.
Zero-Based Planning. Because context changes continually (for example, consider the effects of a recession — or any number of other external events — on shopper behavior), it is imperative that Opportunity Identification be revisited on an annual basis. All assumptions or preconceptions should be questioned, if not abandoned, to ensure that the Shopper initiative is eminently relevant and aligned with the prevailing marketplace context.