Shopper Culture

Body Language in Shopping

Neilsen has just released a new consumer insight piece on modes of shopping. Entitled 'Body language: A study of shopper modality' it brings together two data sources (Neilsen Scantrack data and some customized research) to identify 4 typologies (or modes) of shopping and the categories where we are to see that behavior most likely occurring. The article attests that the modes create definite 'body language' that consumers adopt and that marketers need to read correctly so as to not waste promotional dollars.

I don't think any of these modes will be a surprise, but Nielsen have given them a neat little moniker that would help us all think about how shoppers are acting when they shop a given category. It also provides some useful insight for the packaged good manufacturer on how they should behave in the category, depending upon their position.

I think the fusion of this kind of data is extremely useful. To understand, from the perspective of past behavior, how a shopper is likely to walk the isle, view the shelf-set and make brand choices provides useful insight into how to engage the consumer most appropriately in-store to build strategies for growth. To do so from a longitudinal data perspective also makes that conversation with brands much simpler.

How we get over the issues of in-store distraction, like this ...

we've still got to work on.

Strawberry Frog and iPhone shoppers

A few days ago a couple folks over at Strawberry Frog's blog Viva la Revolución posted a video of people waiting in line for the iPhone in NYC. 

This brings to light a few intersecting themes... the cult of the brand, of course, but also a shopping culture that brings people to buy the same product after waiting in line for 12 hours when they could do so a day later in only 15 minutes.  One guy brought the significance to life when he said,

"This moment here is going to be very important.  How we feel about this, spending 4, 5, 600 dollars, we'd better be satisfied because if not there's going to be no other reason to buy it."

What separates these retail first movers from the rest of us?  Do they share the same DNA as people waiting in line for the newest Star Wars movie?  Are they simply collecting another merit badge for the Mac Scouts? 

I find this type of devoted shopper behavior to be more significant than, say, waiting for a concert ticket or storming the sales at 5:00am on Black Friday.  There is a justification for those behaviors because it's a simple supply and demand issue.  But in this case there was meaning and significance in the act itself.  Imagine how much sweeter unpacking the new iPhone would be if it was accompanied by war stories of missed showers and a sore back from sleeping on the sidewalk?

Maybe this is an example of people creating scarcity and tension where there is none.  I suppose you could call it manufactured adversity.  In other words, they are creating drama, a story, and a role for themselves in that story. 

Sounds a lot more fun than just running out to pick up some stamps, milk, beer and an iPhone, doesn't it?