Buy the cake and eat the cake?

Targeting the consumer vs. the shopper

I’ve had a few posts now that touch upon the distinction between the consumer vs. the shopper. But this distinction is something that most brands tend to ignore or not understand the importance of. So let’s uncover how the consumer differs from the shopper, and what we can do to address these two distinct states.

1. Who is the consumer and who is the shopper?

The consumer refers to the person who ultimately consumes the product you’re selling. Whereas the shopper is the person who purchases the product you’re selling. In most cases this is one and the same. However, consider the following example:

One of the best case studies for driving sales through effectively targeting the shopper is of Old Spice shower gel. At a time when sales were challenged as a result of many new entrants, Old Spice discovered that over 50% of the purchase decision pertaining to body wash for men was actually made by women. As a result, in most cases men happened to use the same body wash purchased by women (i.e. women did not buy or did not see the need to buy a separate shower gel for men).

Therefore, the challenge was ‘how can you convince women to buy a body wash separately for their partners, whilst also appealing to men?’

The result was the “The Man Your Man Could Smell Like” campaign. Perfectly crafted to resonate with women & while maintaining the masculinity the brand required to not alienate men.

https://www.youtube.com/watch?v=owGykVbfgUE

Brilliantly executed!

It also shows the power of targeting both the shopper as well as the consumer.

2. What matters to the consumer?

But not all brands can or are able to follow the route of perfectly balancing the messaging to the shopper and consumer in one communication. That’s where the touch point strategy becomes extremely important. Talk to the consumer where they are at. Talk to the shopper where you know you will find them - buying your product.

Let’s take another example. Consider toys. In this scenario kids are the consumer – Mom & dad are the shoppers.

What do kids want (in this example)? They are seeking action, adventure, fantasy, novelty, learning….the list goes on (as I’m sure many moms & dads out there are very familiar with).

So where would you target kids? Media is a sure fire way of influencing kids to want your product. Show them the absolute potential of the toy. Flash? You got it! Speed? Yes sir! Action? Hell ya! Mythical lands? Absolutely!

Consider that the consumer connects with the emotional. Give them a reason to believe.

3. What matters to the shopper?

Now that mom and dad are at the store (with an extremely long list of choices), how can you entice them to buy what you’re selling?

Shoppers are more functionally driven. They are making choices. Informed choices. They are comparing, reading & understanding. You need to convince the shopper that you are better than the rest. Give them a reason to buy.

How can you do this?

I. Functional superiority: You are better because you offer more

II. Pricing benefits: Discounts & deals

III. In store placement: Are you placed at the eye level where consumers can see you? Or tucked away at the bottom of the shelf? Do you also have presence at other places in the store - at the entrance, at the counter? Are you guiding your customer through creative mediums to where your product/aisle is placed? Placement matters!

IV. In store benefits: How easy is it to buy your product? This can be as simple as having easy access online (own site, retailer websites, apps) as well as how educated the sales staff are about your product.

V. Post purchase benefits: This is as simple as warranty, money back guarantees and other after sales services that especially shoppers look out for

Keep in mind that the shopper is the one who spends. Hence, he or she will think long and hard. Therefore, ensure that you provide them with the ultimate shopper & in-store experience.

4. Consumer: How do you engage post purchase?

To the consumer, the ultimate influencer would be their interaction with the product. Does it fulfill their expectations both functionally and emotionally?

Their point of comparison would be with your communications. Did you promise to transport them emotionally to a mythical land? Did you convince them that the features provided are unmatched?

Question is, when the consumer consumed the product, if your product and brand was actually able to deliver - in line with expectations set.

If yes – Ta da! They will buy you (or want your brand bought) again.

5. Shopper: How do you engage post purchase?

Did the consumer complain?

Yes? You’re probably rather angry if this was the case. You spent all that time going to the store (or searching online), evaluating the choices and spending money on what you thought was the right choice. In such cases, most shoppers will take out their frustration online or by taking the product back to store. Always ensure that the personnel who are handling customer complaints are well versed about your products and in managing complaints. Managing a disgruntled shopper takes training, empathy and quick action.

No complains? Just compliments (from the consumer)? Well done! The shopper feels validated and happy.

Everyone wins! You just secured not one sale…but many repeat buys! Cha-ching!