Shopper Marketing - September 2016 - 202


INDUSTRY REPORT
may have a pragmatic approach when it comes to buying household staples due to the sheer size of the items
and her capacity to carry those products, but that same
person could also constantly seek out the best deals
when it comes to certain weekly stock-up items such
as pasta and sauce. "We see a similar behavior unfold
in traditional retail: The way someone shops for milk is
not the same way they'll shop for pantry items or personal hygiene," notes Elston. "The context surrounding
the trip type drives the mindset."
Marketers may provide stimuli that will drive impulsive behavior across both of these need-states, says
Armand Parra, group director of insight and strategy
at The Integer Group. "Based on what we heard in interviews, impulsive behavior was driven mostly by a
communication or offer being contextually relevant on
the site," he says.

Q: "Thinking about the last several times you
purchased groceries online, what tools did
you use to prepare for the shopping trip?"
150

17%

don't use tools to prepare for trips
rebates/cash-back sites

120

20%

retailer email with specials/discounts

90

36%

digital coupons

37%

written/typed shopping list

38%

mental list

60

ISOLATING THE TRIGGERS
So how can marketers trigger an impulse purchase?
To help isolate the tactics that work best, the survey
participants were asked to shop a mock retailer website. Rather than shop in a predetermined way, such as
by occasion or pack size, site users were instinctively
drawn to items that were highlighted in stars, circles or
banners. One popular banner advertised free delivery
with the purchase of two select items. Other notable hot
spots included callouts for "top seller" (59%) and "special value" (44%).
Social proof is highly influential in an online environment. Consider, for example, that 38% of survey respondents said they made online purchases based on
like-minded recommendations. "Shoppers trust the collective wisdom of other people. It helps to instill confidence and reduce the buyer's remorse associated with
the purchase," says Parra. "Brands and retailers need
to leverage social proof as much as possible through reviews, ratings and staff picks because they've become a
sacred confidence booster in the mind of the shopper."
Marketers could do so by borrowing common merchandising tactics from the physical store, he notes. "It
would be relatively easy for the online marketer to replicate the idea of featured items or 'daily picks' at a deli or

2%

30

0

TRIP TOOLS
Source: Integer's Unplanned Purchases in Online Grocery Shopping Study

cheese counter. That would have a very powerful communal effect."
Setting the stage for impulse buying goes beyond any
single message or offer, adds Elston. "This is not a static
endeavor; marketers have to keep the conversation going," he says. "You want to give customers a reason to
follow up or write a review. The way to do that is to
surprise and delight the shopper."
When asked to rank the most appealing offers from an
online retailer or delivery service, survey respondents
overwhelmingly selected free samples (47%) as their No.
1 choice. As one shopper put it: "Thrive does this really cool thing where they'll actually send you a sample
in your box of new interesting items to try - it's such a
"Shoppers trust the collective
nice treat!" Other popular
wisdom of other people ...
incentives included providreviews, ratings and staff picks
ing a recommended list of
items that would help reach
[are] a sacred confidence booster
the free shipping minimum
in the mind of the shopper."
(16%) and offering personalized deals and recommendaArmand Parra, group director of insight
tions through e-mail (14%).
and strategy, The Integer Group

6



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

Contents
Shopper Marketing - September 2016 - Intro
Shopper Marketing - September 2016 - 1
Shopper Marketing - September 2016 - 2
Shopper Marketing - September 2016 - 3
Shopper Marketing - September 2016 - Contents
Shopper Marketing - September 2016 - 5
Shopper Marketing - September 2016 - 6
Shopper Marketing - September 2016 - 7
Shopper Marketing - September 2016 - 8
Shopper Marketing - September 2016 - 9
Shopper Marketing - September 2016 - 10
Shopper Marketing - September 2016 - 11
Shopper Marketing - September 2016 - 12
Shopper Marketing - September 2016 - 13
Shopper Marketing - September 2016 - 14
Shopper Marketing - September 2016 - 15
Shopper Marketing - September 2016 - 16
Shopper Marketing - September 2016 - 17
Shopper Marketing - September 2016 - 18
Shopper Marketing - September 2016 - 19
Shopper Marketing - September 2016 - 20
Shopper Marketing - September 2016 - 21
Shopper Marketing - September 2016 - 22
Shopper Marketing - September 2016 - 23
Shopper Marketing - September 2016 - 24
Shopper Marketing - September 2016 - 25
Shopper Marketing - September 2016 - 26
Shopper Marketing - September 2016 - 27
Shopper Marketing - September 2016 - 28
Shopper Marketing - September 2016 - 29
Shopper Marketing - September 2016 - 30
Shopper Marketing - September 2016 - 31
Shopper Marketing - September 2016 - 32
Shopper Marketing - September 2016 - 33
Shopper Marketing - September 2016 - 34
Shopper Marketing - September 2016 - 35
Shopper Marketing - September 2016 - 36
Shopper Marketing - September 2016 - 37
Shopper Marketing - September 2016 - 38
Shopper Marketing - September 2016 - 39
Shopper Marketing - September 2016 - 40
Shopper Marketing - September 2016 - 41
Shopper Marketing - September 2016 - 42
Shopper Marketing - September 2016 - 43
Shopper Marketing - September 2016 - 44
Shopper Marketing - September 2016 - 45
Shopper Marketing - September 2016 - 46
Shopper Marketing - September 2016 - 47
Shopper Marketing - September 2016 - 48
Shopper Marketing - September 2016 - 49
Shopper Marketing - September 2016 - 50
Shopper Marketing - September 2016 - 51
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Shopper Marketing - September 2016 - 53
Shopper Marketing - September 2016 - 54
Shopper Marketing - September 2016 - 55
Shopper Marketing - September 2016 - 56
Shopper Marketing - September 2016 - 57
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Shopper Marketing - September 2016 - 63
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Shopper Marketing - September 2016 - 79
Shopper Marketing - September 2016 - 80
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Shopper Marketing - September 2016 - 84
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Shopper Marketing - September 2016 - 92
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Shopper Marketing - September 2016 - 111
Shopper Marketing - September 2016 - 112
Shopper Marketing - September 2016 - 113
Shopper Marketing - September 2016 - 114
Shopper Marketing - September 2016 - 115
Shopper Marketing - September 2016 - 116
Shopper Marketing - September 2016 - 117
Shopper Marketing - September 2016 - 118
Shopper Marketing - September 2016 - 119
Shopper Marketing - September 2016 - 120
Shopper Marketing - September 2016 - 121
Shopper Marketing - September 2016 - 122
Shopper Marketing - September 2016 - 123
Shopper Marketing - September 2016 - 124
Shopper Marketing - September 2016 - 125
Shopper Marketing - September 2016 - 126
Shopper Marketing - September 2016 - 127
Shopper Marketing - September 2016 - 128
Shopper Marketing - September 2016 - 129
Shopper Marketing - September 2016 - 130
Shopper Marketing - September 2016 - 131
Shopper Marketing - September 2016 - 132
Shopper Marketing - September 2016 - 133
Shopper Marketing - September 2016 - 134
Shopper Marketing - September 2016 - 135
Shopper Marketing - September 2016 - 136
Shopper Marketing - September 2016 - 137
Shopper Marketing - September 2016 - 138
Shopper Marketing - September 2016 - 139
Shopper Marketing - September 2016 - 140
Shopper Marketing - September 2016 - 141
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Shopper Marketing - September 2016 - 143
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Shopper Marketing - September 2016 - 145
Shopper Marketing - September 2016 - 146
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Shopper Marketing - September 2016 - 148
Shopper Marketing - September 2016 - 149
Shopper Marketing - September 2016 - 150
Shopper Marketing - September 2016 - 151
Shopper Marketing - September 2016 - 152
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Shopper Marketing - September 2016 - 157
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Shopper Marketing - September 2016 - 165
Shopper Marketing - September 2016 - 166
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Shopper Marketing - September 2016 - 168
Shopper Marketing - September 2016 - 169
Shopper Marketing - September 2016 - 170
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Shopper Marketing - September 2016 - 208
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