Shopper Decision Journey

Insight into the Shopper Decision Journey has become indispensable for both manufacturers and retailers. Due to the increasing power of trading partners, more and more manufacturers are focusing on B2B issues and the rising importance of the shop floor for push and pull strategies. It is therefore not surprising that trade marketing and shopper research are becoming embedded in these organizations on an increasing basis. Retailers are also recognizing the importance of knowledge about the people coming into their store; after all, 70% of purchasing decisions are made by customers as they stand in front of store shelves.

Trends involving shoppers

Motivaction has been carrying out extensive research on trends for several years now. And we have translated many of these movements in society into insights involving shoppers.


Trends involving changing DMUs (decision-making units), the decrease in brand loyalty, and the disappearance of fixed patterns have all had a major impact on the increasingly more complex retail landscape through which shoppers travel. These trends are also making the differences between the motives of consumers and those of shoppers increasingly clear. After all, these two roles do not, by definition, correspond to one another.


We are also seeing that people’s stronger individualization and their increasing need to maintain control over their own lives are producing shoppers who are more critical and demanding. Not only do they know a lot more about products and the setting for these products, but they also expect the ‘DNA’ of these products to fit perfectly into their own worlds, where they will also encounter the product or messages about the product. The same applies to their experience on the shop floor.


Other trends that also have an effect on the shopper’s path to your product include a growing technological orientation, the increasing need for expression and a stronger connection with other people from all over the world. This means that shoppers’ decisions are becoming more and more subject to input from peers, reviews, retailers and competing brands.


In other words, the influence you have before, during, and after the time that shoppers stand in front of the (online) shelf has become more of a challenge. The complexity of reaching shoppers in a relevant, distinctive manner has also increased. But the good news is that this also offers more opportunities to get to know shoppers even better, and to gain relevance by optimizing your interaction with them at the time that really matters to a shopper: on the shop floor.


What is shopper research?

Motivaction has a variety of research techniques available for mapping out a Shopper Decision Journey. These techniques provide clients with insights, both at an holistic and extremely detailed level, of the concrete (side) steps shoppers take, and the deeper motivations that lie at the root of their decisions. Each step is explained in terms of functional, emotional and expressive factors:

  • the five Ws that provide a profile of the shopper and place this in context (who, what, where, when and why)
  • the five Hs that relate primarily to the actual shop visit (how, how many, how much, how often and how long)


The focus here not only lies on the connection made on the shop floor, but also the connection established outside of the store in all of the phases involved before and after the purchase. These are, after all, the moments in which the connection between the product, the user and the shopper are made these days.


How does shopper research work in practice?

By completing the shopper’s Decision Journey together with us, you will get concrete answers to questions such as:

  • How do my shoppers actually shop? (ShopperConnect)
  • How noticeable are my products on the shelf and which elements of my packaging have a positive or negative effect on the valuation or brand values? (Eyetracking, Conjoint Analysis and Design Navigator)
  • How can I supplement data on penetration and volume with reasons why shoppers buy what they do?
  • What are the subconscious drivers and barriers in my shoppers’ heads and hearts and how can I influence these? (InnerWorld and Neuromarketing)
  • What is the sentiment on the Internet about my brand? (InternetInsight)
  • What effect does my sampling campaign have? (SampleScope)
  • What are my shoppers’ daily lives like and which routine behavior is relevant when it comes to purchasing products? (e-Safari)
  • What is the best way to bring my target group 'to life' by turning my current and potential shoppers into 'real' people with a face and a name, hobbies, motives, desires, and goals in life? (Personas)


How can this benefit you?

In order to beat the competition, it is necessary for a brand to be not only relevant at the place of purchase, but also before and after this occurs. Relevance, communication, ambassadorship and perception are key in this process. This is why it is increasingly more important to know and understand shoppers’ preferences and behavior in order to add value during every step in the shopper’s Decision Journey.


By 'pushing the right buttons', you can not only intensify your relationship with shoppers, but also increase the impact of (in-store) marketing and optimize your retail strategy.


We would be happy to help you gain a deeper insight into the processes behind the Shopper Decision Journey 2.0. You will also have access to concrete tools for optimally reaching these customers. We can also help you during the implementation and with testing that will enable your business to grow.

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