Shopper Marketing - July 2017 - 40
FEATURE | HOME IMPROVEMENT CHANNELS
past," she says.
Customers for appliances and other
big-ticket items often visit the store multiple times before purchasing, and stores
and brands must be prepared to deliver
experiences wherever they are on the
shopping journey, says Stacey Rubin, senior vice president, accounts, for Catapult Marketing and leader of the Whirlpool account. "We never know which trip
they're on," she says. "It's not like they're
there for a weekly stock-up trip."
Often the first trip is about relearning the category, since it has probably
changed considerably since they last shopped it.
The second trip is about active evaluation, learning the features and benefits. The third trip might
be the moment of purchase. And then they might
return again for an additional feature, like adding
a water filter to a refrigerator, Rubin says.
Jason West looks at it much the same way.
"Consumers are in and out of these stores -
they may be ready to buy, they may not," he
says. "They may research online, they may
shop online, but at some point they're going
to be in the store."
y SHOPPER MARKETING JULY 2017
Are Stores Amazon-Proof?
Brick-and-mortar stores in the home center channel seemingly have a brighter future than those
in other channels, Rubin says, and the reasons
are fairly intuitive. "People want to touch and
feel appliances, particularly things that are smartconnected," she says. "They need that assisted
In addition to the consulting help from store
associates, brick-and-mortar stores provide the
ability to envision products in the home, says
Rachel Olson, senior shopper marketing man-