SHOP FLOOR; THE NEW PRIME TIME. Trend No. 2

2. THE NEW NEEDS AND WANTS;

The numerous product enhancements are designed to make consumers’ lives easier, better, more convenient and more enjoyable – leading to purchase of products which I didn't even know I wanted.
When a consumer walks through an isle or glances at a shop’s well stocked shelf, he notices products which address a need state which did not seem to exist a while back.
This need state and hence the desire to use is enhanced in any of the many “experiential hooks”.
A consumer is far more likely to pick up a pack of skin lotion, if he/she is demonstrated how it works on his/her skin type, rather than purely based on a recall of a print ad with a supermodel.
Products which address specific need states of a specific niche of shoppers tend to create tribes of users and are able to benefit in a big way by creating positive referrals amongst the TG. However, the interesting aspect is that the shoppers evolves and switches between tribes on a fairly regular basis.
These new and enhanced needs and wants lead to a lot more experimentations and hence an increased amount of impulse buying.

SHOP FLOOR; THE NEW PRIME TIME. Trend No. 1

1. THE FLOOD OF OPTIONS;

We are seeing new products and enhanced features within products introduced at a mind – boggling rate, and the lifestyle of individuals have become increasingly multidimensional and multifaceted. With so many added choices, customers have more purchasing decisions to make and these decisions are more complex than ever before.

Gone are the days when the consumer used to watch a TV ad, “become aware of the brand name” and then walk across to the store and ask for the brand by its brand name. That used to be a done deal!

Today, a consumer is faced with a plethora of brand options to choose from in any category – and not merely from amongst the brands, but also from within the brand. Take for example a rather “simple” decision of buying a tube of toothpaste - it is no longer enough to decide from amongst the brand names, but also from within countless features like, extra whiting, vs. tartar control, vs. mint or other flavors, vs. medicated, vs. specially formulated for kids or older folk, vs. blue or red colored pack, vs. extra volume, vs. what appears cool & new in the retail shelf to even vegetarian or a non-veg and lots more reasons.

A consumer is induced to switch his preference within the brand and overtime also amongst variants across the category. The consumer is less likely to be loyal, more open to experimentation and more likely to change his mind based on what he sees on the shelf.

This flood of options leads the consumer to take his brand decision not based on what he sees on the TVC or print, rather on what he sees on the retail shelf on that day!