Key points within the book that stood out to me include;
PAGE 6: " Specially designed glasses record the eye movements of the shopper as the consumer walks through the store. The images from the glasses show the field of vision, and crosshairs incite the shopper's point of focus at each step, second by second, along the route throughout the store."
These were invented to allow the consumer to help the retailers in order to point out what is eye catching and what is key within the stores.
PAGE 8: "Twenty million seconds. That is the time all customers collectively spend in a typical supermarket every week based on our measures across many stores. Each of those seconds is an opportunity to sell. That is 20 million opportunities a week to sell something. But the tragedy of modern retail is that most of those moments are wasted because retailers and manufacturers by and large do not know what the shopper is doing during these moments."
"Retailers focus on traffic but traffic in itself never buys anything: it is traffic investing time that becomes shopping."
PAGE 9: "The tragedy of modern retail is they shoppers come to the store to buy things. The retailer creates stores to sell things. Manufacturers create products to sell. Yet most of the shopper's time in the store is spent not buying. Shoppers and products long for each other."
PAGE 10: "The millions of lost buying opportunities are very important. If we look at the whole shopping trip, the critical issue is not merely sales per visit but seconds per dollar."
PAGE14: " In the observing behaviour of thousands of shoppers it has been managed to identify three primary types of shoppers
- Quick as noted the number of products purchased most commonly on a shopping trip is one. These shoppers spend a short time in a small area,with a relatively slow walking speed but high spending speed.
- Fill-in: these shoppers visit about a fifth of the store, have a slightly faster but still slow walking speed and an average spending speed.
- Stock up: these shoppers cover a larger area, walk more quickly, but have a lower spending speed."
"One of the most important findings from this work is that quick trippers are not pre ice sensitive. This has enormous implications from promotional strategies - many of which are a waste of money. Retailers are throwing away their discounts and coupons."
This supports that they are not interested in the offers and are willing to pay all prices. They are not bothered about checking their price tickets due to the rush. This is something that I could possibly consider for the store due to the rush. This is what could bring the majority of the profit into my service.
PAGE 15: "Shoppers are spending more than money in the store. They are also spending their time and racking up angst. These are the three currencies of shopping. In addition to look at what shoppers take out of their wallets, we also need to consider what they invest in time and angst in the experience"
This reinforces that although some consumers do not make a purchase in the store they are intact spending their time which is just as efficient as they have chose that particular store over everywhere else. This is something that I need to consider. This means that I can try and make their trip slightly worth while by possible giving a leaflet or trying to promote the service in such way to allow a second trip to possible be made. Their time is key and this is something that I intend to focus on within my service.
PAGE 18: "Online retailers face challenges, such as the problem of abandoned internet shopping cart, with a successful sale often requiring the vendor to identify early in the online browsing experience."
"The structure of the industry means that there is more incentive for profit. Listed here from the largest and most import and to the smallest and least important points to consider;
- Trade and promotional allowances from the brand suppliers
- Floats on cash
- Real estate
- Margin on sales
Shoppers only play a role in the fourth source. "
This identifies where the consumer stands in terms of the department.
PAGE 19: "The relationship between retailers and brand suppliers is changing. In the age of mass media, major brand manufacturers dominated retailing. "
PAGE 21: "Understanding how shoppers shop can lead to better designs and strategies that can significantly boost sales and profits. Although we live in a work of Smart Carts and new high tech approaches, many of which are quite valuable."
This again reinforces how understanding your consumer is a key method. This is something that I will try and focus on within my service to show the importance that the consumer has on the service and to display that this will only work as long as the consumer can co-operate and this will only be done through staff and consumer interaction.
PAGE 27: " Each of the segments exhibits fairly distinctive shopping behaviour, as follows:
- Quick: Short time, small area, slow walk, high spending speed, very efficient.
- Fill-in: Medium time, medium area, slow walk, average-spending speed, modest efficiency.
- Stock up: Long time, large area, fast walk, low-spending speed, lowest efficiency."
PAGE 38: "The essential element of this merchandising plan is to offer a common area for all shoppers that serves up the merchandise that all segments include in their baskets; then to provide a secondary area that encompasses the first two segments"
"The fundamental concept here is to address explicitly and distinctively the needs of shoppers as they come through the door. Conceptually, this means that retailers should stand at the door of their stores, call out and then try and deliver in the right manner."
This implies that you need to give a reason for some consumers to come into the store. They might need a push, a slight distraction to show that they will find their right essential within this store over any other. They needs to be convinced so by giving that slight push this can then make the brand a profit and could well give the consumer something that they might never have had before a successful trip.
PAGE 50: " We shop with our eyes first, so vision is at the centre of the three moments of truth. First the eye serves as a pilot that steers shoppers around the store. Next, it serves as a rapid scanner of a category or section to home in on prime candidates for purchase and finally it feeds the sales communication to the brand, thereby closing the sale."
This supports the fact that you eye is key. If something stands out this will draw you in. This is why I want my service to be innovative and unique as when the eye will see this this will automatically draw in the consumer due to the new arrangement of the flowers and the new use of them. This changes the whole perspective in which this will be viewed.
PAGE 102: " Only 45% of shoppers use a shopping list. Shoppers are not automatons following out the commands of a prordinated list. They are making decisions on-the-fly as they walk through the supermarket aisles. This means that packages have an opportunity - a very brief opportunity- to grab the shopper's attention and make a sale."
PAGE 103: " There are a number of reasons packaging is so critical to shopping, as follows;
- For most new products, the store shel is the first and only opportunity to sell to the consumer. Because of the decline in effectiveness of traditional advertising methods, many consumers are first made aware of a new product after seeing it on a shelf.
- Strong packaging can drive trail and awareness of a brand.
- The package is the last chance to have an impact on purchasing decision - 100% of all these are ultimately made at the shelf.
- A typical package generates 570 million impression a year just by being on store shelves.
- Packaging generates impluse purchases. Research from point-of-purchase trade associate POPAI shows that a consumers may enter a grocery store planning to buy 10 items and leave having purchased 20.
- The package is the best way to break through the clutter/noise of retail"
"Creating shelf impact helps maximise a brand's choice of success. But more than being noticed is required."
All of this information/quote reinforces the importance of packaging so this is something when it comes to designing my own I need to try and make as pleasing as possible to allow the flowers to stand out.
PAGE 150: " Shoppers move through a path and decisions process in finding and buying, whether online or offline. This includes the following;
- Retail shopping
- Eye tracking
- Web browsing clickstreams
- Information acceleration."
PAGE 176: "In closing top tips for retailers and manufacturers include;
- Creating a comfortable and welcoming shopping environment
- Understanding where these consumers come from
- Cater for all consumers
- Go the whole way
- Make education a priority
- Develop a holistic multicultural marketing strategy
- Get yourselves out there"
These again reinforce the importance of the shopper and how they need to be clearly understood and helped out as much as possible. You want to make their shopping experience as simple and pleasing as possible and need to do everything as a brand to allow this to happen.
I have found this book to be extremely beneficial as it has allowed myself to become knowledged on what the consumer wants and needs and how to go about making this possible. This is something I will carry through for the rest of this campaign to allow the service to be as professional as possible.
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