How Changing Consumer Lifestyles are Reshaping Shopping Behavior

How the psychological environment influences behavior: Successful retailers are delivering more – a mood, an atmosphere, an in-store shopping experience that thrills, delights, and entertains the consumer.

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Paco Underhill (author of Why We Buy: The Science of Shopping, Call of the Mall: The Geography of Shopping, and What Women Want: The Global Marketplace Turns Female Friendly, and the founder of a market research company called Envirosell.)  Underhill explores the ways in which our surroundings create a psychological environment that influences our behavior.  As marketers, we want to create the psychological environment in the retail store that delivers a rewarding consumer shopping experience.  Assessing the value of the purchase is a vital metric, but it is not the vital strategic and growth driver.  To produce the best financial results, retailers are creating the environment that predisposes the consumer to positive feelings that lead not only to the action of buying, but the positive memory of an experience you want to repeat.  The provision of products attractively arranged in counters, with attention-getting POS and professional service to facilitate the selection of products for purchase – those are activities that are done well by all successful retailers.  Executing well on those fronts is no longer the competitive differentiator.  The consumer now expects more, and the successful retailers of the future are delivering more – a mood, an atmosphere, an in-store shopping experience that thrills and delights and entertains the consumer.

Herb Sorenson (Author of Inside the Mind of the Shopper. Founder of ShopperScientist LLC).  Sorensen is a PhD in biochemistry who focuses less on the environment and more on the relationship between the shopper, the product, the in-store messaging, and the navigational processes that a consumer follows from the first consumer touch-point or contact with a Brand, to the act of buying the product, to the formation of the relationship that we hope results in future purchases and store visits.  Retailers are applying a highly scientific/biological methodology to the business of guiding and shaping the relationship through many stages of experience.

Both of these perspectives are reshaping the way retailing is done.

It was not too many years ago that there was a stigma about shopping at discount stores.  Most of us would rather not admit that we shopped at a discount store.  Now, shopping at Discounters is socially acceptable.  Consumers even take pride in finding the best value, sharing their discoveries, and showing off their smart approach to finding the best quality at the lowest price.  Discount stores will be an increasingly important channel.  Discounters managed to transform their image from very un-cool to very cool.  Granted, the consumer trend that takes pride in being a clever shopper may not have been engineered by the Discounters themselves.  Regardless of what drives the trend, what can we do to make playing the Lottery be more fashionable and drive social network sharing and promotion?  How might this consumer psychological shift inform our approach towards the promotion and brand messaging of Lottery?

Motivations to play the lottery are very different from the motivations to buy a lottery ticket.  There is a big difference between shopping versus consumptive behavior, and between shoppers and consumers.  Think about how we use handbags and purses.  We need to put things in a bag for carrying them with us.    The shopper satisfies that need.  But the wants of a consumer can be satisfied in a wide variety of different ways.  We need different bags for different occasions, and to express ourselves in different ways.  The desire to have different bags creates a consumer-driven cycle causing others who see the different bags to want to have different bags, too.  The purchase of an automobile has very little to do with the need to get from one place to another and much more to do with satisfying a variety of needs for self-expression and affiliation with values.  How might Lottery tap into the broader range of motivations by marketing to create consumers as opposed to promoting to shoppers?

And the shopper, the one who buys the product, can be different from the consumer, the one who actually uses the product.  Example: Who shops for men’s soap and shampoo?  Men typically can’t even name the brand of soap or shampoo they use.  So, the ads for men’s soap/shampoo target women, not men.   That’s who the shopper is.  Too, women don’t want men to use their products so they make sure the men have their own to use.  McDonalds markets to children who don’t have any money because children are the ones who drive the adult behavior of buying McDonalds.  Know who you are selling to and focus on influencing that specific target’s behavior and motivations.

Major trends towards building cross-functional teams are creating a fully informed holistic approach towards marketing strategy.  First, resist the impulse to make everything perfect before launch.  Design, Test, Launch, Repeat.  How do we create behavioral change?  Five very simple questions on how to use retail as a laboratory.

  • What opportunities are there to drive consumption?
  • How do we appeal to the true shopping behavior that drives consumption?
  • How do we adapt our strategies to the physical constraints of the retail store environment?
  • What can we do to influence and shape consumer behavior?
  • What investment is needed to reinvent our relationship with the consumer?

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Synopsis

Français
Changements dans le mode de vie du consommateur et évolution du comportement de l’acheteur. L’intervenant Toby Desforges analyse la manière dont les éléments qui nous entourent, crée un environnement psychologique qui influence notre comportement. En tant que distributeurs, nous cherchons à créer des environnements de détail offrant au consommateur une expérience d’achat gratifiante. Pour générer les meilleurs résultats financiers possibles, les détaillants créent l’environnement qui prédispose le consommateur à ressentir des émotions positives menant à l’acte d’achat, ainsi que le souvenir qui pousse le consommateur à devenir un client régulier. La disposition attrayante des produits sur les présentoirs, les PDV attirant l’attention et l’aide d’un professionnel pour faciliter le choix des produits achetés, telles sont les activités bien menées par tous les détaillants performants. Être efficace sur ces points ne constitue désormais plus un avantage concurrentiel. Le consommateur est désormais plus exigeant et les détaillants performants doivent donc offrir plus, une ambiance, une atmosphère, une expérience d’achat propre à leur point de vente qui ravit, excite et divertit le consommateur. Il y a encore quelques années de cela, faire ses achats dans un magasin discount était stigmatisé. Pour la plupart d’entre nous, il était difficile de reconnaître que nous faisons nos courses dans des magasins discount. Faire ses courses auprès d’un discounter est désormais socialement accepté. Les consommateurs s’enorgueillissent même de faire de bonnes affaires et de partager leurs trouvailles. Ils sont fiers de montrer comment ils arrivent, intelligemment, à trouver la meilleure qualité au meilleur prix. Les magasins discount sont amenés à devenir un canal toujours plus important. Les discounters ont su passer d’une image très ringarde à une image très branchée. Que pouvons-nous faire pour moderniser la loterie et encourager le partage et la promotion via les réseaux sociaux ? Comment cette évolution psychologique chez le consommateur peut-elle guider notre approche de la promotion et de l’image de marque de la loterie ? Les motivations menant à jouer à la loterie sont très différentes de celles menant à l’achat d’un billet de loterie. Comment la loterie pourrait-elle diversifier les motivations en utilisant le marketing afin de développer la clientèle, plutôt que d’utiliser les promotions pour cibler les acheteurs ?
Español
Cómo el cambio de los estilos de vida del consumidor está transformando el comportamiento de compra. El conferenciante Toby Desforges explora cómo aquello que nos rodea crea un entorno psicológico que influye en nuestro comportamiento. Como comerciantes, queremos crear unos entornos minoristas que proporcionen al consumidor una experiencia de compra gratificante. Para conseguir los mejores resultados económicos, los comerciantes están creando un entorno que predispone al consumidor hacia sentimientos positivos que, a su vez, conducen a la acción de compra y producen un buen recuerdo en el consumidor con el objetivo de convertirlo en cliente habitual. La provisión de productos con una disposición atractiva en los mostradores, POS (puntos de venta) llamativos y un servicio profesional que facilita la elección de compra: todos los comerciantes de éxito saben cómo llevar a cabo estas indicaciones de la mejor manera. Cumplir bien en esos frentes ya no es un elemento diferenciador competitivo. Ahora el consumidor espera algo más, y los comerciantes de éxito del futuro también están proporcionando más: un estado de ánimo, una atmósfera, una experiencia de compra en la tienda que emociona, encanta y entretiene al consumidor. Hace no muchos años, comprar en tiendas de descuento acarreaba un estigma.  La mayoría de nosotros prefería no admitir que comprábamos en tiendas de descuento. Pero ahora es socialmente aceptable comprar en tiendas de descuento. Los consumidores hasta se enorgullecen de encontrar el mejor precio, compartir sus descubrimientos y alardear de su inteligente estrategia para encontrar la mejor calidad con el precio más reducido. Las tiendas de este tipo serán, cada vez más, un canal importante. Los comerciantes de este sector se las arreglaron para transformar su imagen de nada atractiva a muy atractiva. ¿Qué podemos hacer para que jugar a la lotería sea más atractivo, para impulsar que se promocione y comparta en las redes sociales? ¿Cómo puede orientar este cambio psicológico del consumidor nuestra estrategia para la promoción y mensaje de marca de la lotería? Las motivaciones para jugar a la lotería son muy distintas de las motivaciones a la hora de comprar una participación de lotería. ¿Cómo puede la lotería aprovechar la gama de motivaciones más amplia mediante el marketing para crear consumidores en vez de, simplemente, promocionarse ante los compradores?
Deutsch
Wie der sich verändernde Lebensstil der Verbraucher das Konsumverhalten verändert. Der Referent Toby Desforges spricht darüber, wie unsere Umgebung ein psychologisches Umfeld schafft, das unser Verhalten beeinflusst. Wir als Vermarkter möchten die Art von Einzelhandelsumfeld schaffen, in dem Verbraucher ein lohnenswertes Einkaufserlebnis haben. Um die besten finanziellen Ergebnisse zu erzielen, schaffen Einzelhändler ein Umfeld, das dem Verbraucher ein positives Gefühl gibt und ihn so zum Kaufen bewegt. Durch diese positive Erinnerung wird der Verbraucher zu einem Stammkunden. Alle erfolgreichen Einzelhändler sind gut darin, ihre Waren auf attraktive Art und Weise an der Theke zu präsentieren. Außerdem verfügen sie über eine Verkaufsstelle, die Aufmerksamkeit erregt sowie einen professionellen Service, der die Wahl der zu kaufenden Produkte erleichtert. Darin gut zu sein, ist kein Alleinstellungsmerkmal mehr. Der Verbraucher von heute erwartet mehr. Erfolgreiche Einzelhändler der Zukunft bieten ebenfalls mehr: eine Stimmung, eine angenehme Atmosphäre, eine Einkaufserfahrung im Laden, die den Kunden packt, begeistert und unterhält. Vor nicht allzu langer Zeit war das Einkaufen in Discount-Läden mit negativen Vorurteilen behaftet. Die meisten von uns hätten lieber nicht zugegeben, dass wir bei einem Discounter einkaufen. Mittlerweile ist der Einkauf bei Discountern völlig normal. Verbraucher sind nun sogar stolz darauf, Schnäppchen gefunden zu haben, ihre Entdeckungen mit anderen zu teilen und dank ihres cleveren Ansatzes das beste Preis-Leistungsverhältnis ausfindig gemacht zu haben. Die Bedeutung der Discounter wird auch weiterhin wachsen. Es ist den Discountern gelungen, ihr Image von extrem uncool hin zu sehr cool zu ändern. Wie können wir erreichen, dass Lotto spielen wieder in Mode kommt, und wie können wir Werbung und Verbreitung in sozialen Netzwerken fördern? Was können wir aus dieser psychologischen Transformation des Verbrauchers für unseren Ansatz hinsichtlich Werbung und Markenbotschaft der Lotteriebranche ableiten? Die Beweggründe für das Lotto-Spielen sind völlig anders als die die Beweggründe für den Kauf eines Lotterieloses. Wie kann die Lotteriebranche diese große Spanne an Beweggründen nutzen, um durch Marketing Verbraucher zu gewinnen, anstatt nur um die Gunst von Einkäufern zu werben?

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