In a competitive market such as food and beverage, with new
products being launched constantly, how can you ensure a competitive advantage
and hook the customer?
A key part of this strategy to keep sales high is the
communication promoted by your brand. You must be where your target audience
is, work with traditional media channels, carry out actions in physical stores,
campaigns and relationship programs, in addition, of course, to invest in
digital media. And for this strategy to be effective, it is necessary to tie up
all this planning and, above all, understand the profile of the public and
their purchase motivations.
After all, what are the differences between shopper and consumer?
To understand the behavior of your target audience, it is
necessary, first of all, to understand the differences between shopper and
consumer. The same individual can assume these two roles, but they are
different consumption moments, which directly influence the purchase journey.
“In many categories, those who buy are not those who
consume. Let me give you an example: most people who shop at the supermarket
are women and they are the ones who buy shaving cream for their husbands. Who
consumes? The man. Therefore, when making the sales strategy, I have to talk to
whoever buys”.
clarifies Simone Terra, CEO of Sterra Soluções Estratégicas,
with over 20 years of experience in the areas of consultancy, trade marketing,
commercial management, retail, merchandising, purchasing behavior, shopper
studies and ethnography. In other words, the shopper is the one who makes the
purchase, regardless of whether or not he will consume the product. It is he
who determines what to take and how much to buy. This subject, therefore, will
be influenced by the point of sale and will take into account aspects such as
price, convenience and variety, among other factors. The consumer, on the other
hand, thinking mainly about the food category, values other issues such as
product appearance, flavor and composition .
"A person is impacted by all the relationships they
have with brands and there are two very important moments in this process: the
time they are going to buy, which is fundamental and decisive for retail, and
the moment of purchase itself, because in addition to making that person buy at
least what they had planned, a well-done job of marketing will make them add
more items to their basket. That's what we have to think about when we
communicate with shoppers ”, adds Simone.
Reinforcing that the shopper may be buying for himself and,
therefore, also playing the role of consumer.
The importance of the shopping route and how to communicate
with the shopper throughout the route
Buying behavior, whether of the shopper or the consumer,
will depend on the category. But the most important thing, reinforces Simone,
is to study the route of this purchase.
“When, for example, I think about food consumer goods products,
I already have a route, I usually buy in two, three common places. However, to
determine whether I go to A or B, I am influenced by a number of factors that
can start from my home, through an app, such as the app by Grupo Pão de Açúcar.
Through it, I see promotions specifically indicated for me and, based on that,
I decide whether I'm going to go there or elsewhere”, explains the specialist.
Own-brand apps and sending digital promotional brochures are
some of the ways to communicate with this shopper when he is still planning the
purchase.
“And when we talk about indulgence, it's still possible to
surprise you and encourage impulse buying. In fact, the indulgent product
category is one of the few categories whose consumption has grown during the
economic crisis, as recently presented by Nielsen.”
After talking to the shopper when planning the purchase, it
is necessary to talk to him in the places he will visit. This can be done
through billboards , busdoors , facades, that is, the contact points through
which the shopper circulates, leading him to the store. At the point of sale,
it is necessary to devise a new strategy. It is essential to work with a
communication hierarchy that dialogues with the various moments of this
purchase in that environment.
“When a person enters the POS, a new field of interaction
opens up and, during their journey to the gondola terminal, they are attentive
to everything that catches their attention. At this time, a whole intelligence
of communication comes into play regarding what I will say to my shopper when
he enters the store, what I will communicate when he is in the aisle of the
section where he is going to buy and what I will say when he is buying a
related category. So, within this universe of the point of sale, it will once
again be necessary to establish the contact points and how the brand
communicates in each one of them”, guides Simone.
Factors that determine different buying behaviors
The difference in behavior between generations can determine
how to consume. Generations from Y (millennials), for example, are much more
digital and focused on the values that brands transmit, reinforces Simone. This
audience wants to be tied to brands with social and environmental engagement,
so it's important to keep that in mind. But, in addition to age, other factors
need to be considered:
“In fact, it is necessary to understand behavior in a
general way, take into account values and beliefs, thinking about both
purchases and consumption in that category. Brazil is a country of continental
dimensions, we have to consider regional and social class differences. It is
also necessary to think about the attitudinal profile, understand the shopper's
way of life , because brands have to work in a targeted way for each channel.
For example, does he like to cook at home? Or are you in the habit of having
quick meals on the way home? All this needs to be analyzed”.
How technologies are influencing the approach to customers
Technologies already have a clear influence on the purchase
journey and allow for new strategies to be drawn up , such as working with an
ultra-segmentation adapted to the customer's reality. CRM (Customer
Relationship Management) is one of these tools, helping to automate business
processes that manage customer loyalty and satisfaction in the areas of sales,
marketing and service. This feature, in addition to reducing costs, also
contributes to increasing profitability and improving customer communication.
“Increasingly, digital interaction will speak individually
with shopper and consumer through applications and targeted media”, adds the
CEO.
Essential strategies for the food industry to win over its
customers
Good work done at points of sale is one of the main ways to
attract customers.
“Coca-Cola's initial strategy, for example, was not
branding, but positivizing. They had a goal that every 500 meters would have to
have a Coca-Cola for sale. Today, the strategy of both Coke and other major
beverage brands is totally based on execution: it is a product present in the
right place, with the correct price, relevant communication within the point of
sale and, if possible, with the engagement of retailers through incentive
programs”, exemplifies Simone.
She also mentions the social media strategy and the
importance of creating content that generates engagement: "Brands have to
be in these media and, preferably, work with what we call branded content ,
which are interesting branded content , which they add, clarify, entertain and,
above all, present the benefits and competitive advantages of those products
over the competition”.
Another important point is the hierarchy of communication at
all points along the purchase journey. Messages need to be different and
suitable for each touch point, but logically within the same identity and
campaign strategy.
“This hierarchy involves what kind of communication I will
work outside the point of sale, in the POS corridors, on the island and inside
my section”, he comments.
Check out 5 tips to keep in mind when developing the
communication strategy for the shopper , according to Simone Terra:
• Know the
shopper's profile, behavior and values ;
• Segment
shoppers into similar groups.
• Map the
contact points;
• Plan the
most effective communication for each point of contact along the purchase
journey.
