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Home › forums › 23: Communication › What messages are required to guide your shopper along the path to purchase?
Tagged: Communication, path to purchase, shopper
Messages can occur before the shopper enters the store or while in the store. What are you communicating and how do those messages guide your shopper toward purchasing your product?
In Store Loyalty Program Platforms/Announce new news (new variants/new sku etc.)
Brand Ambassadors/Educate on new news to turn shopper into new buyer
Product Positioning/On Pack Communication to drive repeat purchase motivator
Smartphone/Reminder to repurchase
We need to tell the shopper that the product they are wanting to purchase is in the retailer and make it convenient to find. We also want to guide our shopper to other key products that we maybe move out of the store due to over stocks, etc.
1. on social media/digital/billboards/tv/radio before the shopper enters the store. the messages would be informative, educational and disruptive ie sparks interest.
2. On broadsheets outside the store informing of any specials and promotions on the product.
3. Inside the store there can be aisle disrupters showing the shopper where to look for the product and also if there are any specials and promos.
4. Inside the store brand ambassadors informing, seeding/trialing getting the shopper interested in the product and guiding them to buy.
5. Merchandising and stock of the product on shelf- use main shelf 1st and then cross merchandising secondary.
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