According to a recent Nielsen study, consumers display up to four different 'mindsets' during grocery shopping, and knowing the differences can help brands and retailers better target customers by category.
Nielsen's Shopping Modality study of 30 categories integrated retail sales data with a customized examination of consumers' attitudes and behavior in the store to reveal four broad shopping modes:
- Auto-Pilot - Shoppers grab 'n go. Typical categories: margarine, mayonnaise, bottled water, nuts, coffee, popcorn, carbonated soft drinks, hot cereal, cheese and cold cuts.
- Buzz-Activated - Shoppers are open to buzz and engaging advertising. Categories: energy and sports drinks, chocolate, ready-to-drink tea and yogurt drinks.
- Variety-Activated - Shoppers seek new tastes, new formats. Categories: cookies, salad dressing, chewing gum, salty snacks, breakfast bars and cold cereal.
- Bargain-Activated - Shoppers compare prices and hunt for promotions. Categories: canned tuna, canned tomatoes, canned fruit and pasta sauce.
According to the study, the key to breaking through to shoppers on Auto-Pilot lies in knowing when and how it can be disrupted by external stimuli. When this happens, shoppers reevaluate their decisions, look at alternatives and consider new offers. Nielsen calls these disruptions "Delta Moments" and it is at these times that marketers have a brief window of opportunity to connect with the shopper.
"Shoppers don't waste energy on everyday decisions," wrote Manjima Khandelwal, senior vice president customized research at Nielsen in the company's Consumer Insight publication. "To simplify their lives, they often shop in grab-and-go mode, reaching for the brands they usually buy without reading the label or checking the price. At these times, they are on auto-pilot, brand choice is highly habitual and in these moments shoppers are not in the market to try anything new, and marketers need to tailor their strategies to reach them."
On the other hand, leaders in these Auto-Pilot categories might want to avoid radical repositioning or packaging changes. "You may risk disrupting habitual behavior which drives brand choice in your favor," said Ms. Khandelwal.
A different set of rules applies for other shopping mindsets. Indeed, other shopping modes are much more open to new product innovations to varying degrees.
Buzz-Activated categories require "exciting advertising, new introductions and dynamic packaging that leaps off the shelves" or consumers may opt for a more hyped-up competitor's brand.
In Variety-Activated categories, consumers are bored with the same old picks and "new introductions" and "news" can help a lesser-established brand gain entry. "Here, consumers browse actively, which makes packaging a key communication tool at point of purchase," said Ms. Khandelwal.
Bargain-Activated categories are mainly driven by price comparisons and promotions but Nielsen also believes new innovations, especially in categories such as pasta sauce, could add some "sizzle" to the category.
Overall, the study finds that tracing the body language of shoppers and showing "which hot buttons to push" can help vendors and retailers ensure their brands are best positioned for the way people shop.
"By leveraging consumer's Delta Moments, you have the best opportunity to win at the point of purchase," said Ms. Khandelwal.
Discussion Question: What do you think of Nielsen's four shopping mindsets and the potential to sway purchasing decisions by creating "Delta Moments"? Ultimately, how do marketers disrupt the shopper with stimuli that helps them re-evaluate decisions and consider new offers?