Windows on ease of shop (Issue 08)

on ease of shop

Ease of shop is about removing the barriers without losing the triggers to purchase An emotional as well as a functional challenge Packaging plays a vital role in easing the path to a sale

CONTENTS

For our latest Windows report we wanted to explore ease of shop since we are often challenged by clients to help them understand what this is and what it means for their category. Over time, we have gathered a body of knowledge about ease of shop across a range of categories.

Ease of shop is easy – isn’t it?

4

Getting emotional

6

The look of success

8

Dwell time: quality vs. quantity

T

he report aims to pull those key learnings together to provide a comprehensive understanding of ease of shop, and the principles that we would recommend you apply in-store.

This ezine is designed to give you some of the overall themes and insights.

If you would like further information, please email: easeofshop@shoppercentric.com

2

Windows indows 8

Windows 8

3

10

CONTENTS

For our latest Windows report we wanted to explore ease of shop since we are often challenged by clients to help them understand what this is and what it means for their category. Over time, we have gathered a body of knowledge about ease of shop across a range of categories.

Ease of shop is easy – isn’t it?

4

Getting emotional

6

The look of success

8

Dwell time: quality vs. quantity

T

he report aims to pull those key learnings together to provide a comprehensive understanding of ‘ease of shop’ and the principles that we would woul recommend you apply in-store.

This ezine is designed to give you some of the overall themes and insights.

If you would like further information, please email: easeofshop@shoppercentric.com

2

Windows indows 8

Windows 8

3

10

Ease of shop

Fig. 2: A definition of ease of shop

is easy – isn’t it?

Navigation

• Enabling shoppers to find what they want • Logical layouts

Attraction

• Encouraging shopper to consider the options available • Triggering consideration

Persuasion

E

In a nutshell, the art of delivering ease of shop is about getting on the same wave-length as shoppers and successfully tuning in to their needs (and wants) in-store.

Not an altogether easy task.

ase of shop is one of those topic areas that regularly appears on shopper research briefs. Clients are keen to understand how they can ensure their category or range is easy to shop. But why?

Making life easier for shoppers is an admirable aim but there is a real commercial point to this. Persuading shoppers to buy your product is hard enough without putting any obstacles in their way once they get into the store. And frustrated shoppers operate with a siege mentality, not opening their eyes to the items in store that they could be encouraged to buy. Ease of shopping is actually about smoothing the path to that all important sale.

When shoppers articulate ease of shop they infer a sense of empowerment: the ability to be in the driving seat of their shopping trip, whether they want to grab and go or to step back and consider the options.

This might depend on which category they are shopping, how much time they have, the shopping mission they are trying to satisfy or even what mood they are in. Plenty of us are grumpy shoppers and we need store fixtures that are ‘on our side’, not conspiring against us. It is in this way that retailers and their suppliers will be better able to maximise the potential of our trip.

But what does ‘easy to shop’ actually mean? Is it as simple as making things simpler?

On the basis of the work we have done over time to understand the shopper perspective, we would suggest that ease of shopping is actually rather complicated. There are a number of dimensions to consider, but all are rooted in a genuine understanding of the shopper and how they think.

So, ease of shop is about empowerment – but what does that actually mean? Well, it firstly means thinking about the shopper needs, which leads us to three key opportunities to empower shoppers (see fig 1).

This definition provides businesses with three routes to achieving ease of shop. The trick is to know which route is going to be of most value to the particular category, or even range, that the business is focusing on. It is therefore almost impossible to create a rounded ease of shop experience in-store without talking to shoppers, and understanding which route is going to be of most relevance.

Fig. 1: Shopper needs

Navigation:

There may well be instances when all three routes are valuable, and therefore need to be part of the in-store experience. Yet it is just as likely that in established environments or categories there is one particular route that will make the difference between a successful and a failing category experience.

• You know what you want • You know the options

Persuasion: • You know you need something • You don’t know the options

Attraction: • You want something

It is ironic that in wanting to generate ease of shop at fixture, companies come to realise ease of shop is not an easy business.

With these three core needs in mind we reach a definition of ease of shop which is more tangible than the phrase itself (see fig 2).

4

Windows 8

Windows 8

• Educating shoppers to understand the differences between the products on shelf • Empowering decisions

5

Ease of shop

Fig. 2: A definition of ease of shop

is easy – isn’t it?

Navigation

• Enabling shoppers to find what they want • Logical layouts

Attraction

• Encouraging shopper to consider the options available • Triggering consideration

Persuasion

E

In a nutshell, the art of delivering ease of shop is about getting on the same wave-length as shoppers and successfully tuning in to their needs (and wants) in-store.

Not an altogether easy task.

ase of shop is one of those topic areas that regularly appears on shopper research briefs. Clients are keen to understand how they can ensure their category or range is easy to shop. But why?

Making life easier for shoppers is an admirable aim but there is a real commercial point to this. Persuading shoppers to buy your product is hard enough without putting any obstacles in their way once they get into the store. And frustrated shoppers operate with a siege mentality, not opening their eyes to the items in store that they could be encouraged to buy. Ease of shopping is actually about smoothing the path to that all important sale.

When shoppers articulate ease of shop they infer a sense of empowerment: the ability to be in the driving seat of their shopping trip, whether they want to grab and go or to step back and consider the options.

This might depend on which category they are shopping, how much time they have, the shopping mission they are trying to satisfy or even what mood they are in. Plenty of us are grumpy shoppers and we need store fixtures that are ‘on our side’, not conspiring against us. It is in this way that retailers and their suppliers will be better able to maximise the potential of our trip.

But what does ‘easy to shop’ actually mean? Is it as simple as making things simpler?

On the basis of the work we have done over time to understand the shopper perspective, we would suggest that ease of shopping is actually rather complicated. There are a number of dimensions to consider, but all are rooted in a genuine understanding of the shopper and how they think.

So, ease of shop is about empowerment – but what does that actually mean? Well, it firstly means thinking about the shopper needs, which leads us to three key opportunities to empower shoppers (see fig. 1).

This definition provides businesses with three routes to achieving ease of shop. The trick is to know which route is going to be of most value to the particular category, or even range, that the business is focusing on. It is therefore almost impossible to create a rounded ease of shop experience in-store without talking to shoppers, and understanding which route is going to be of most relevance.

Fig. 1: Shopper needs

Navigation:

There may well be instances when all three routes are valuable, and therefore need to be part of the in-store experience. Yet it is just as likely that in established environments or categories there is one particular route that will make the difference between a successful and a failing category experience.

• You know what you want • You know the options

Persuasion: • You know you need something • You don’t know the options

Attraction: • You want something

It is ironic that in wanting to generate ease of shop at fixture, companies come to realise ease of shop is not an easy business.

With these three core needs in mind we reach a definition of ease of shop which is more tangible than the phrase itself (see fig. 2).

4

Windows 8

Windows 8

• Educating shoppers to understand the differences between the products on shelf • Empowering decisions

5

Getting

emotional

S

ince women are still the most likely main shopper in the household it’s perhaps no surprise that ease of shop can be an emotional subject.

The environment of the store must play a role in achieving successful attraction and persuasion.

Attraction and persuasion aren’t about the logical placement of a category in-store or a product on shelf, they are about encouraging consideration.

And yet all too often ease of shop discussions focus on the functional side of store or fixture development.

Looking at our three definitions of ease of shop it is clear that two are firmly rooted on the emotional side of the fence: attraction and persuasion are nothing if not emotional.

Even navigation, whilst seemingly functional, has an emotional edge. The frustration felt by shoppers who cannot find what they want is clear and can colour their experience in-store, and their receptiveness to point of sale communication.

So when we say a brand or a category needs to work harder in-store, what we are really saying is that a brand or category needs to make it easier for the shopper to see what it has to offer them – providing reasons to look (attraction) and reasons to buy (persuasion).

This is where the emotions have to be tapped into:

So, ease of shop is about getting the basics right and more. The right products in the right place, yes. But presented in a way that can actively engage the shopper.

• Attraction being delivered by a fixture that draws the shopper in. Think of the wine cellar look and feel to Morrisons BWS section, think of the premium look and feel of the branded cosmetic fixtures in Boots – these are not functional fixtures, these are highly emotional, encouraging shoppers to take time out and browse.

6

Windows 8

• Persuasion being delivered by a fixture or brand that communicates trust; or by communicating simple, readily understood information in a complex category, empowering shoppers to make an informed decision they can feel good about.

The same thought goes with the placement of NPD – why hide it away when it may be the one opportunity to engage the shopper in that aisle? Surely shouting about it makes more sense. For all the functional drawbacks to having hot spots in aisle to showcase new products there are strong emotional reasons to include them.

The more we understand shoppers’ needs and behaviours, the more we can see the role of emotions in the purchasing process.

Shoppers are a lazy bunch As grocery shoppers we are inherently lazy, we love finding a shortcut to the routine, a way of reducing the time spent in-store. We frequently switch to autopilot.

But put something unusual or unexpected in front of us and we’re jolted into paying a bit more attention.

We all have categories that leave us cold.

Perhaps its toothpaste, or maybe washing powder. In such categories it is tempting for retailers or brands to try and liven them up with visual theatre - but maybe there is a simpler way. We’re all familiar with that buzz we get from spotting a good promotion, it subtly lifts our spirits. So why tuck all that fun on gondola ends – why suck out the interest from the aisle itself?

Windows 8

The problem is we all tend to put the blinkers on as soon as we step into the average supermarket. So the store or the brand has to do something different to make us take notice.

7

Getting

emotional

S

ince women are still the most likely main shopper in the household it’s perhaps no surprise that ease of shop can be an emotional subject.

The environment of the store must play a role in achieving successful attraction and persuasion.

Attraction and persuasion aren’t about the logical placement of a category in-store or a product on shelf, they are about encouraging consideration.

And yet all too often ease of shop discussions focus on the functional side of store or fixture development.

Looking at our three definitions of ease of shop it is clear that two are firmly rooted on the emotional side of the fence: attraction and persuasion are nothing if not emotional.

Even navigation, whilst seemingly functional, has an emotional edge. The frustration felt by shoppers who cannot find what they want is clear and can colour their experience in-store, and their receptiveness to point of sale communication.

So when we say a brand or a category needs to work harder in-store, what we are really saying is that a brand or category needs to make it easier for the shopper to see what it has to offer them – providing reasons to look (attraction) and reasons to buy (persuasion).

This is where the emotions have to be tapped into:

So, ease of shop is about getting the basics right and more. The right products in the right place, yes. But presented in a way that can actively engage the shopper.

• Attraction being delivered by a fixture that draws the shopper in. Think of the wine cellar look and feel to Morrisons BWS section, think of the premium look and feel of the branded cosmetic fixtures in Boots – these are not functional fixtures, these are highly emotional, encouraging shoppers to take time out and browse.

6

Windows 8

• Persuasion being delivered by a fixture or brand that communicates trust; or by communicating simple, readily understood information in a complex category, empowering shoppers to make an informed decision they can feel good about.

The same thought goes with the placement of NPD – why hide it away when it may be the one opportunity to engage the shopper in that aisle? Surely shouting about it makes more sense. For all the functional drawbacks to having hot spots in aisle to showcase new products there are strong emotional reasons to include them.

The more we understand shoppers’ needs and behaviours, the more we can see the role of emotions in the purchasing process.

Shoppers are a lazy bunch As grocery shoppers we are inherently lazy, we love finding a shortcut to the routine, a way of reducing the time spent in-store. We frequently switch to autopilot.

But put something unusual or unexpected in front of us and we’re jolted into paying a bit more attention.

We all have categories that leave us cold.

Perhaps its toothpaste, or maybe washing powder. In such categories it is tempting for retailers or brands to try and liven them up with visual theatre - but maybe there is a simpler way. We’re all familiar with that buzz we get from spotting a good promotion, it subtly lifts our spirits. So why tuck all that fun on gondola ends – why suck out the interest from the aisle itself?

Windows 8

The problem is we all tend to put the blinkers on as soon as we step into the average supermarket. So the store or the brand has to do something different to make us take notice.

7

The look

Fig. 4: Ease of shop touchpoints

of success A

ctually, the above title is misleading – as there is no single look of success.

Navigation

To AISLE: Visual cues; adjacencies; gondola ends; ceiling signage

Attraction

Route breaker: Secondary siting; gondola ends; NPD

Persuasion

Education / information: End benefits; fit with needs; NPD

To FIXTURE: Packaging cues; beacons; shelf signage

Eyecatcher: POP; promotions; unusual packaging; NPD

Value: Lowest price; best value

Fig. 3: Ease of shop

Successfully delivering ease of shop is about removing the barriers in the purchase process without losing the triggers that will drive a sale.

Navigation The features which allow shoppers to identify where in-store / on-shelf to start their search

To do this we need to identify both the triggers and the barriers within each of the ease of shop routes (see fig. 3).

The role of packaging

Attraction The features which encourage shoppers to engage with the choices on-shelf

Persuasion The features which encourage shoppers to actively consider the alternatives

only opportunity to communicate at the point of purchase. Which means understanding the in-store factors is even more important when designing the pack. If designers have an appreciation of how shoppers shop that particular category it stands to reason that they are more likely to come up with designs that help shoppers find the brand, notice the brand, and want to buy the brand.

Businesses spend enough on packaging that it should be no great surprise that this is the strongest weapon in a brand’s amoury on the shelf. Unfortunately it seems that this is indeed a great surprise to many, or how else can we explain away the fact that only 19% of businesses use shopper insight to influence their packaging design? (Source: Why Shopper? Survey – Shoppercentric 2010)

The brand manager who commissions a new pack without at least looking at the context in which that brand operates in-store, is the one most likely to make a very expensive mistake.

If a brand is unlikely to invest in in-store communication, then the pack becomes the

8

Windows 8

This means you need to see the purchase process through the eyes of the shoppers in order to identify the relevant features and how these might be enhanced to deliver ease of shop.

A deeper understanding of the potential touch points on each route to Ease of Shop then provides us with a map to success at the fixture (see fig. 4).

So, as is so often the case with shopper marketing, the look of success starts with a real understanding of the shopper: their needs and the way they interact with the existing in-store environment.

By taking that understanding as a knowledge platform on which to build the new in-store experience, businesses are better placed to design stores, fixtures and ranges which truly are easy to shop.

Windows 8

9

To PURCHASE: Packaging cues

Familiarity: Packaging; brand name

Appeal: Aspirational; inspiring; engaging

The look

Fig. 4: Ease of shop touchpoints

of success A

ctually, the above title is misleading – as there is no single look of success.

Navigation

To AISLE: Visual cues; adjacencies; gondola ends; ceiling signage

Attraction

Route breaker: Secondary siting; gondola ends; NPD

Persuasion

Education / information: End benefits; fit with needs; NPD

To FIXTURE: Packaging cues; beacons; shelf signage

Eyecatcher: POP; promotions; unusual packaging; NPD

Value: Lowest price; best value

Fig. 3: Ease of shop

Successfully delivering ease of shop is about removing the barriers in the purchase process without losing the triggers that will drive a sale.

Navigation The features which allow shoppers to identify where in-store / on-shelf to start their search

To do this we need to identify both the triggers and the barriers within each of the ease of shop routes (see fig. 3).

The role of packaging

Attraction The features which encourage shoppers to engage with the choices on-shelf

Persuasion

The features which encourage shoppers to actively consider the alternatives

only opportunity to communicate at the point of purchase. Which means understanding the in-store factors is even more important when designing the pack. If designers have an appreciation of how shoppers shop that particular category it stands to reason that they are more likely to come up with designs that help shoppers find the brand, notice the brand, and want to buy the brand.

Businesses spend enough on packaging that it should be no great surprise that this is the strongest weapon in a brand’s amoury on the shelf. Unfortunately it seems that this is indeed a great surprise to many, or how else can we explain away the fact that only 19% of businesses use shopper insight to influence their packaging design? (Source: Why Shopper? Survey – Shoppercentric 2010)

The brand manager who commissions a new pack without at least looking at the context in which that brand operates in-store, is the one most likely to make a very expensive mistake.

If a brand is unlikely to invest in in-store communication, then the pack becomes the

8

Windows 8

This means you need to see the purchase process through the eyes of the shoppers in order to identify the relevant features and how these might be enhanced to deliver ease of shop.

A deeper understanding of the potential touch points on each route to Ease of Shop then provides us with a map to success at the fixture (see fig. 4).

So, as is so often the case with shopper marketing, the look of success starts with a real understanding of the shopper: their needs and the way they interact with the existing in-store environment.

By taking that understanding as a knowledge platform on which to build the new in-store experience, businesses are better placed to design stores, fixtures and ranges which truly are easy to shop.

Windows 8

9

To PURCHASE: Packaging cues

Familiarity: Packaging; brand name

Appeal: Aspirational; inspiring; engaging

Dwell time: quality T

This ezine contains just some of the themes that have come out of our research on ease of shop.

We have more insights and implications available via a presentation. To arrange a meeting to see this presentation, please email us at: easeofshop@shoppercentric.com

vs. quantity

here was a time when dwell time was all some businesses seemed to talk about. All activity seemed focused on increasing dwell time at the fixture.

Perhaps Store 2 shoppers were spending more time at the fixture because they were struggling to find something suitable, or a particular brand. If this is the case, ease of shop should be a real concern to Store 2 – if their shoppers continually struggle to find something that appeals or suits their needs in this category perhaps they will look to shop elsewhere.

During our research on ease of shop we revisited the metrics from a number of projects, and finally quantified what shoppers had been telling us all along:

it’s not about quantity of time at fixture, it’s about quality of time.

It is therefore quite possible that ease of shop will ultimately impact on loyalty, either positively or negatively.

In the table below we can see that even though shoppers in Store 2 spent considerably more time at the Cake/Biscuit fixture, they were no more likely to make a purchase than in Store 1. So the quantity of dwell time may have been increased, but this did not pay dividends in terms of a greater interest in the products on shelf (higher sales).

Category

Dwell time (seconds)

% purchasing

Cakes / Biscuits (Store 1)

57

89

Cakes / Biscuits (Store 2)

91

89

Shoppers who feel their time has been well spent in-store will come back for more.

Those left incredulous by how difficult it is to get what they want simply won’t bother again.

In the world of grocery shopping, shoppers don’t want a chore to become a struggle. If you want to sell them something, they don’t expect to have to do the hard work themselves. And if you want to encourage them to buy something they hadn’t planned to, they expect you to make it easier still. In the words of one frustrated shopper in one of our recent studies: “Aren’t these people supposed to be selling us stuff?” And that’s the point.

Our series of Windows reports are a small part of the research service we provide to clients.

If you would like to know more about how we can help your business better understand shoppers’ attitudes, needs and behaviours please contact us.

CONTACT Iona Carter, director Shoppercentric: iona.carter@shoppercentric.com easeofshop@shoppercentric.com or visit our web site at: www.shoppercentric.com

Making it easy for the shopper means a bit more hard work from those who want to sell them something.

10

Windows 8

Windows 8

11

Dwell time: quality T

This ezine contains just some of the themes that have come out of our research on ease of shop.

We have more insights and implications available via a presentation. To arrange a meeting to see this presentation, please email us at: easeofshop@shoppercentric.com

vs. quantity

here was a time when dwell time was all some businesses seemed to talk about. All activity seemed focused on increasing dwell time at the fixture.

Perhaps Store 2 shoppers were spending more time at the fixture because they were struggling to find something suitable, or a particular brand. If this is the case, ease of shop should be a real concern to Store 2 – if their shoppers continually struggle to find something that appeals or suits their needs in this category perhaps they will look to shop elsewhere.

During our research on ease of shop we revisited the metrics from a number of projects, and finally quantified what shoppers had been telling us all along:

it’s not about quantity of time at fixture, it’s about quality of time.

It is therefore quite possible that ease of shop will ultimately impact on loyalty, either positively or negatively.

In the table below we can see that even though shoppers in Store 2 spent considerably more time at the Cake/Biscuit fixture, they were no more likely to make a purchase than in Store 1. So the quantity of dwell time may have been increased, but this did not pay dividends in terms of a greater interest in the products on shelf (higher sales).

Category

Dwell time (seconds)

% purchasing

Cakes / Biscuits (Store 1)

57

89

Cakes / Biscuits (Store 2)

91

89

Shoppers who feel their time has been well spent in-store will come back for more.

Those left incredulous by how difficult it is to get what they want simply won’t bother again.

In the world of grocery shopping, shoppers don’t want a chore to become a struggle. If you want to sell them something, they don’t expect to have to do the hard work themselves. And if you want to encourage them to buy something they hadn’t planned to, they expect you to make it easier still. In the words of one frustrated shopper in one of our recent studies: “Aren’t these people supposed to be selling us stuff?” And that’s the point.

Our series of Windows reports are a small part of the research service we provide to clients.

If you would like to know more about how we can help your business better understand shoppers’ attitudes, needs and behaviours please contact us.

CONTACT Iona Carter, director Shoppercentric: iona.carter@shoppercentric.com easeofshop@shoppercentric.com or visit our web site at: www.shoppercentric.com

Making it easy for the shopper means a bit more hard work from those who want to sell them something.

10

Windows 8

Windows 8

11