Wednesday, July 15, 2009

Winning Her Wallet by Meeting Her Minds

Everybody has a different definition of shopper marketing. For Chris Gray, vice president of shopper psychology at Saatchi and Saatchi, shopper marketing is a behavioral science that increases sales and basket size, promotes trial, and encourages return trips to the store.

He lists eight drivers of shopping behavior:

Sanctuary: Break away from everyday life (example: Air Wick scented candles)
Connection: Develop, maintain and deepen relationships (sampling at Costco)
Sport: Pursue excitement and competition (Black Friday)
Security: Maintaining home and family (Wal-mart promotion for coming flu season)
Play Time: Engage in fun and amusement
Self Creativity: Expressing one's identity
Mastery: Acquiring and expressing skill and knowledge
Dreaming: Explore possibilities (Wal-Mart's pre-prom event)

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