While I was recently on shopalongs spanning different CPG
categories with female shoppers, there was one universal finding: value was
associated with the retailer more than with the actual product. In marketing,
value is defined as what you get for what you pay. However, when shopping
certain categories, such as diapers or laundry detergent, many shoppers didn’t
want to sacrifice performance to pay less. In those instances, it was all about
where they chose to shop. They shopped at Target to feel good about receiving a
free $5 Gift Card, or went to Walmart believing they’d find good prices on the
brands they love, or bought their diapers from www.diapers.com to receive free
shipping and five percent back. Value for these women was a product of the
store and, therefore, factored less into their brand decision. It’s important
for us to understand how different shoppers define value so we can overcome
purchase barriers and effectively close the sale.
Photo Source: www.allthingstarget.com
