As retail becomes increasingly competitive, brands and retailers are finding new and innovative ways to attract and retain shoppers and consumers.
One effective method is to incorporate shopper psychology and behavioural science into your shopper marketing. When you gain a deeper understanding of your shoppers and consumers, you can tailor your marketing strategies as a direct result. This article summarises some of the areas where shopper psychology and behavioural science can enhance your shopper marketing.
Shopper psychology refers to the study of how people behave when they are shopping. It involves understanding the motivations of consumers and the decision-making processes of shoppers. Behavioural science, on the other hand, is the study of how people behave in general. It involves examining the factors that influence human behaviour, such as cognitive biases and social norms. Combining these two fields provides valuable insights into consumer and shopping behaviour and help you create more effective shopper marketing.
Psychology enhanced Purchase Funnel
- See: How psychologically attention-grabbing is your Shopper Marketing?
- Appeal: How psychologically pleasurable and non-threatening is your Shopper Marketing?
- Engage: How easy is it to mentally process your Shopper Marketing overall?
- Buy: How well does your Shopper Marketing communicate why a shopper should buy?
One of the primary benefits of using shopper psychology and behavioural science in shopper marketing is that it allows you to respond to shopper and consumer needs on a deeper level. By understanding actual behaviour, you identify the factors that influence purchasing decisions and align your marketing strategies more accurately.
Another benefit of incorporating shopper psychology and behavioural science is that it can help you create more engaging and effective messaging campaigns. By understanding how consumers process information and how shoppers make decisions, you can create messages that are more likely to capture their attention and resonate with them.
Cognitive Processing
- System1: How intuitively does your Shopper Marketing communicate?
- System2: How effectively does your Shopper Marketing communicate rational information?
- Emotion: How well does your Shopper Marketing emotionally connect and communicate?
In addition, using shopper psychology and behavioural science can also help you create more effective packaging designs. By understanding how shoppers behave in-store, you can create packaging and supporting displays that are more intuitive and effective.
Visual cues
Layout: Does the layout of the design help or hinder from a psychological perspective?
Colours: How psychologically effective are the colours used in the design?
Imagery: How psychologically effective and relevant are any images in the design?
Fonts: How easy is it to mentally understand and process this design based on the fonts used?
Finally, incorporating shopper psychology and behavioural science into your marketing communications also helps you stay ahead of the competition. By gaining a deeper understanding of you customers, and those of your competitors, you create marketing campaigns that are more effective and that deliver increased market share and profitability.
Communication
Copy: How easy is it to mentally process the copy used in the design?
Numbers: How psychologically effective is the way any numbers are used?
Price: How psychologically effective is the way the price is communicated?
Promotion: How psychologically effective is the way the promotion is communicated?
In conclusion, the benefits of using shopper psychology and behavioural science in your marketing communications are clear. By gaining a deeper understanding of shoppers and consumers and tailoring your marketing strategies accordingly, you’ll create more engaging and effective marketing and communications.
1. Irresistible Branding
Leverage Behavioural Science to achieve your brand related business goals.
2. Effective Design
Empower your design team with our proven Behavioural Science expertise.
3. Convincing Communications
Ensure your communication is clear and consistent, aligning your business objectives with planning and recommendations.
4. Better Shopper Experiences
In a world where everything's complicated, let's keep shopping simple, whilst constantly bringing ideas to the table that drive results.
5. Marginal gains for Maximum Improvement
Small changes in what you 'say' and how you 'say' it can cause dramatic changes in people's behaviour.
Adcock Solutions have been improving the marketing communications of leading brands and retailers for more than 25 years. We explain how your customers think and make decisions so that you can engage with them more effectively.
Come to us for Behavioural Science insights and expertise that improve your brand's visibility, appeal, engagement, and sales.
