Shopper Marketing - June 2016 - S8


INDUSTRY REPORT
the retail customer who, after declining to purchase a
$10 product, later acquiesces for the exact same item
priced elsewhere at $9.95. On the surface, these kinds
of behaviors may not seem particularly "rational," but
they make perfect sense within the context of a dual
system of decision making. "There is a great deal we
can leverage from decision science on how to use perception to increase the 'value' of a discount or make a
price seem lower than it is," says Barden.
Across the consumer products landscape, there are
many opportunities for marketers to apply these first
two techniques. Take laundry detergent. The recent
shift to smaller bottles of more concentrated (e.g.,
"2x") cleaners was initially a mental hurdle for many
consumers. Yet brands have largely overcome this obstacle by establishing perceived value through the use
of anchors, such as a higher load count on packaging, and by reframing marketing messages away from
price or bottle size toward attributes like more powerful, easier to carry or fewer washes.

To provide context for the shopper, TMA reframed
the occasion as a "second breakfast," creating messaging on shelf to pair the bars with other breakfast
items like coffee and instant oatmeal. "Standard marketing in the category tends to focus on contrasting
one brand's nutritional attributes to another's," notes
Parker-Eaton. "We offered behavioral cues for new usage occasions to help grow the entire category."

* Decision-Interface. A decision-interface may refer to
any object with which consumers interact that adds
a trigger or removes a barrier to prompt a desired
behavior. In a restaurant, a menu can be a critical
decision-interface; in a grocery store, an aisle display
may play a similar role. Smartphones are becoming
an increasingly important decision-interface, as more
individuals use their digital devices for shoppingrelated purposes and to carry out mobile payments.
Thus far, mobile marketers have had mixed results in
leveraging smartphones as a decision-interface. (For
the good, think about
your favorite mobile
website; for the bad,
" Decision science will exist side
think QR codes.)
by side with traditional marketing
A ma zon.com,
meanwhile,
has built
as our industry adapts the
an entire portfoframework to specific needs."
lio of online/offline
decision-interfaces -
Jordis Rosenquest, EVP of planning insights and
most notably its Oneperformance Science, The Marketing Arm
Click buy button and
the Dash wand for
This idea of reframing a product or product catat-home use - that appeal tremendously to customegory is particularly important when CPG marketers
ers because they fulfill an unmet need and are surseek to position a familiar product in a new way. In
prisingly easy to use. "People love buttons," observes
the growing breakfast snack bar category, for example,
Rosenquest. "Customers have shown us over and
consumer behavior has already begun to shift to allow
over: Give them a button and they'll push it."
for expanded breakfast options, opening the door for
Other marketers can follow Amazon's lead either by
marketers to nudge shoppers toward additional usage
increasing the reward or reducing the pain involved
occasions for their products. The Marketing Arm rein using a decision-interface, says Decode Marketing
cently tapped into these trends as it planned the launch
partner Johannes Schneider. "We advise clients to not
of a new breakfast snack bar for one of its packaged
look at individual decision-interfaces in isolation," he
goods clients.
says. "It's about building an entire decision architec"We saw that consumer behavior had 'snackified'
ture in which every piece works together to create the
breakfast beyond a single point in time, with a broad
behavior you want your customers to have."
range of solutions from fruit, to oatmeal to vitamin
drinks, in which some items were grabbed at home, PUTTING IT ALL TOGETHER
some on the way to work or some at work," says Ste- So what do marketers do with all of these new concepts?
phen Parker-Eaton, vice president of planning at The How do they translate the main tenets of behavioral
Marketing Arm. "Weekday breakfast has become a economics into a cohesive strategy that merges with
progressive event. And because of this, the shopper their existing approach? According to many experts, it
was not sure where or even how to shop for snacks will require shopper marketers, for one, to seriously rethat were breakfast specific."
examine some of their bedrock principles.
8



Table of Contents for the Digital Edition of Shopper Marketing - June 2016

Contents
Shopper Marketing - June 2016 - Intro
Shopper Marketing - June 2016 - 1
Shopper Marketing - June 2016 - 2
Shopper Marketing - June 2016 - 3
Shopper Marketing - June 2016 - Contents
Shopper Marketing - June 2016 - 5
Shopper Marketing - June 2016 - 6
Shopper Marketing - June 2016 - 7
Shopper Marketing - June 2016 - 8
Shopper Marketing - June 2016 - 9
Shopper Marketing - June 2016 - 10
Shopper Marketing - June 2016 - 11
Shopper Marketing - June 2016 - 12
Shopper Marketing - June 2016 - 13
Shopper Marketing - June 2016 - 14
Shopper Marketing - June 2016 - 15
Shopper Marketing - June 2016 - 16
Shopper Marketing - June 2016 - 17
Shopper Marketing - June 2016 - 18
Shopper Marketing - June 2016 - 19
Shopper Marketing - June 2016 - 20
Shopper Marketing - June 2016 - 21
Shopper Marketing - June 2016 - 22
Shopper Marketing - June 2016 - 23
Shopper Marketing - June 2016 - 24
Shopper Marketing - June 2016 - 25
Shopper Marketing - June 2016 - 26
Shopper Marketing - June 2016 - 27
Shopper Marketing - June 2016 - 28
Shopper Marketing - June 2016 - 29
Shopper Marketing - June 2016 - 30
Shopper Marketing - June 2016 - 31
Shopper Marketing - June 2016 - 32
Shopper Marketing - June 2016 - 33
Shopper Marketing - June 2016 - 34
Shopper Marketing - June 2016 - 35
Shopper Marketing - June 2016 - 36
Shopper Marketing - June 2016 - 37
Shopper Marketing - June 2016 - 38
Shopper Marketing - June 2016 - 39
Shopper Marketing - June 2016 - 40
Shopper Marketing - June 2016 - 41
Shopper Marketing - June 2016 - 42
Shopper Marketing - June 2016 - 43
Shopper Marketing - June 2016 - 44
Shopper Marketing - June 2016 - 45
Shopper Marketing - June 2016 - 46
Shopper Marketing - June 2016 - 47
Shopper Marketing - June 2016 - 48
Shopper Marketing - June 2016 - 49
Shopper Marketing - June 2016 - 50
Shopper Marketing - June 2016 - 51
Shopper Marketing - June 2016 - 52
Shopper Marketing - June 2016 - 53
Shopper Marketing - June 2016 - 54
Shopper Marketing - June 2016 - 55
Shopper Marketing - June 2016 - 56
Shopper Marketing - June 2016 - 57
Shopper Marketing - June 2016 - 58
Shopper Marketing - June 2016 - 59
Shopper Marketing - June 2016 - 60
Shopper Marketing - June 2016 - 61
Shopper Marketing - June 2016 - 62
Shopper Marketing - June 2016 - 63
Shopper Marketing - June 2016 - 64
Shopper Marketing - June 2016 - 65
Shopper Marketing - June 2016 - 66
Shopper Marketing - June 2016 - 67
Shopper Marketing - June 2016 - 68
Shopper Marketing - June 2016 - 69
Shopper Marketing - June 2016 - 70
Shopper Marketing - June 2016 - 71
Shopper Marketing - June 2016 - 72
Shopper Marketing - June 2016 - 73
Shopper Marketing - June 2016 - 74
Shopper Marketing - June 2016 - 75
Shopper Marketing - June 2016 - 76
Shopper Marketing - June 2016 - 77
Shopper Marketing - June 2016 - 78
Shopper Marketing - June 2016 - 79
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Shopper Marketing - June 2016 - S1
Shopper Marketing - June 2016 - S2
Shopper Marketing - June 2016 - S3
Shopper Marketing - June 2016 - S4
Shopper Marketing - June 2016 - S5
Shopper Marketing - June 2016 - S6
Shopper Marketing - June 2016 - S7
Shopper Marketing - June 2016 - S8
Shopper Marketing - June 2016 - S9
Shopper Marketing - June 2016 - S10
Shopper Marketing - June 2016 - S11
Shopper Marketing - June 2016 - S12
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