Stage 1 -
Consumer vs Shopper
(Reading time 20mins)
Context and Inspiration
Understanding the difference between your consumers and shoppers is important to identify which opportunities are available to step change category growth.
Consumer vs Shopper
The consumer is the USER and the shopper is the CHOOSER.
They could be the same or different people.
What is the difference in their behaviour?
Who is the shopper?
Our focus is on changing shopper behaviour.
The Shopper decides the Consumer need is valid
The Shopper selects the Channel & Retailer
The Shopper selects the Product from the “Shelf”
The Shopper pays the Retailer for the Product
Shopper Typologies
Undertaking significant research has led us to an understanding of our shopper typologies. We have identified five segments for both men and women. Understanding Shopper typologies allows us to highlight opportunity areas and understand how to go after them.
What influences our shopper?
Our category vision identifies areas of potential category growth. Each category driver is designed to create demand by changing shopper behaviours. There are different drivers for male and female shoppers linked to our shopper typologies. In addition, there are general enablers which will reduce barriers to purchase.
Here are our drivers and enablers:
We have identified areas for consumption growth (or Category Drivers) for male and female consumers plus areas where we need to reduce barriers to shoppers accessing these new opportunities (Shopper Enablers)
