Understanding the shoppers in each of your retail customers is crucial.
By gaining insights into who they are and how they shop, you can personalise your offering and your sales pitch to hit the bullseye for your buyer.
Why is this understanding so important?
The shopper holds the key to your brand's success.
Each retailer attracts a specific demographic, and knowing their unique characteristics is the first step to understanding what works in each retailer.
Armed with a retailer’s shopper profile, you can align your messaging to their needs and position your product as the ideal solution.
Who is the core shopper?
Did you know the top three UK supermarkets have a combined market share of 56%? Let's explore these top three retailers and their shopper profiles:
TESCO:
Tesco shoppers are most likely older and from the South.
Most missions are for the ‘big shop’, but ‘top-ups’ are becoming more important to Tesco.
A shopper typically chooses Tesco because of location and the wide choice of products.
Clubcard Prices are also important - 79% shoppers have a Clubcard.
SO WHAT? Highlight if your products are ideal for older shoppers or cater to top-up missions. Another top tip is to familiarize yourself with the Tesco Five Families to speak Tesco’s language.
ASDA:
Asda shoppers are most likely younger and from the north.
They are also more likely to have children.
They tend to shop around more than others but usually stick with Asda for their ‘big shop’.
Saving money is key to their choice of store.
SO WHAT? Work in partnership with Asda to give their shoppers great value and give shoppers experiences they can’t get elsewhere
SAINSBURY’S:
Sainsbury’s shoppers are older and most likely from the south.
Sainsbury’s shoppers are more loyal than other retailer’s shoppers.
They are less likely to have children at home and more likely to live in a single person household.
They are likely to spend more if it saves them time and gives them better quality.
SO WHAT? Help Sainsbury’s tailor their range to older shoppers in single households and shout about great quality products.
Not all shoppers are the same
Remember, understanding the customers behind your customers is key to creating a collaborative partnership.
While recognising the demographic differences and shopper profiles is crucial, it's important to avoid stereotyping.
Every shopper is unique and different, and to truly understand their needs you have to find the right balance between understanding the core shopper and delving deeper into individual needs.
So get out there and chat to shoppers. Don’t be afraid to get in-depth and find out more about what drives their decision-making.
This approach not only strengthens your brand's credibility but also helps you unlock fresh thinking.
So, embrace the power of shopper profiles, use them as a guide, and remember to treat each shopper as an individual. By doing so, you'll unlock the potential to meet new needs and grow your brand.
Looking for a bit more help with creating a shopper led sell in story?
Check out my online course and use code BLOG10 at checkout to get 10% off!
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“Brilliant course! Really clearly broken down steps that are easy to follow. I'm sure I will be referring back to this for many category presentations to come!” Cesar (Ice Kitchen)
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