DECIPHERING ...

THE BUYER'S MISSIONS.

Companies invest large amounts of money in knowing their consumers; who are they? What does he/she do? What are their product usage habits? or even frequency and place of purchase, but few companies have dedicated time and investment in getting to know their buyer, their shopper at the different points of sale that involve them.

The purchase route is not always linear; on the contrary, there are countless routes that each shopper can define or simply make at the moment he/she is faced with a space within the establishment. If a shopper is on a mission to find something nutritious but does not know exactly what he wants, he will wander through the aisles until he finds it, but what was it about "that something nutritious" that caught his attention? How would you rate your shopping experience at that moment? Wouldn't it be ideal for the point of sale to facilitate the shopper's path and generate positive experiences? Let's remember that there are so many factors that play in the act of purchase (time, budget, offers, lines, etc.) that not facilitating the purchase process is to move it further and further away from the set of preferred establishments.

It is a fact that the same shopper does not act in the same way or have the same shopping missions in a store as in a supermarket, it is not the same to buy a snack on the way to the office than to buy it to complete your child's lunchbox. The shopping missions is a vital variable in the understanding of the shopper at the point of sale, the missions are motivations that cover from the replenishment to the social shopping mission, through the impulse and the planned and throughout this purchase route, the buyer seeks different experiences and their satisfaction makes him a frequent buyer of the establishment.

Every mission is linked to an occasion, let's see, the wine purchase mission is usually framed to social and even romantic occasions; the manufacturer who wants to gain in experience, together with the point of sale must design an ideal space for the occasion and purchase mission, dim space, aesthetically "clean" display, suggestive, cross category products (e.g. mature cheeses), glasses, table, flowers, etc, a coherent, clear and especially quickly understandable route. Wines in our country, even if they have a replenishment mission, the occasion of consumption is usually social, therefore this experience will be felt by most of the buyers.

Determining which are the missions of your category or product, to work hand in hand with the channel in search of captivating the buyer or shopper, is taking an unusual relevance in the market, as it is clear that the shopping experience and the convenience (proximity) of the channel are increasingly relevant variables where price differentials are becoming smaller between the different supermarket brands.

Rafael Lopez Llamas

General Director

BrandStrat.