As a 4th dimension , I decided to describe the most recent evolution in the way P&G is looking at Consumer communication .
We all know that with the evolution of technology, mass media is becoming less and less important and that there’s a clear need to find new ways to better approach the consumers and that's why see the continuous
development of digital marketing , social medias, etc
But the P&G very simple statement is that at the end 100% of the final shopping decisions are taken in store and that so far, this in store communication has been neglected as much more attention was given to TV commercials and other mass media investments . As an answer to this increasing importance of in store communication, P&G developed the “store back” concept .
Objective here is to really start from what the Shopper is facing instore in terms of communication and build the whole communication plan around that . It is for P&G a clear and radical change in their philosophy as heavy TV communication has been for many years the key element in P&G brands communication Strategy
We all know that with the evolution of technology, mass media is becoming less and less important and that there’s a clear need to find new ways to better approach the consumers and that's why see the continuous
development of digital marketing , social medias, etc
But the P&G very simple statement is that at the end 100% of the final shopping decisions are taken in store and that so far, this in store communication has been neglected as much more attention was given to TV commercials and other mass media investments . As an answer to this increasing importance of in store communication, P&G developed the “store back” concept .
Objective here is to really start from what the Shopper is facing instore in terms of communication and build the whole communication plan around that . It is for P&G a clear and radical change in their philosophy as heavy TV communication has been for many years the key element in P&G brands communication Strategy
Objective is also to bring much more shopper marketing insights work into the upstream creation process so that the agencies collaborating with P&G (Saatchi, Grey, etc) really integrate the concept of shopper centric thinking in their creative process .
P&G announcement about store back concept
P&G announcement about store back concept
Personal comment : What I really like in that approach is that it introduces the concept of shoppers need states .If we only look at the consumer needs we might have a picture which is good enough to help developing a products answering his needs .
But the consumer mindset is not always the same when taking his car and going out for shopping . This emphasizes the important of understanding the shoppers need states when visiting a specific store or channel, what are the potential purchase barriers in that retailer context and last but not least what is the retailers strategy and how can we best leverage it when proposing our products .
Article :from consumers insights to shopper need states
Article :from consumers insights to shopper need states
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