DDi - October 2012 - (Page 40)

The factor analysis yielded four unique segments, each deﬁned by their purchase drivers. These segments have unique attitudes and behaviors as they relate to their shopping patterns and retailer selection, which is highly beneﬁcial and actionable for those retailers and brands savvy enough to implement shopper marketing programs around them. The four segments are: A shopper who feels pressured from not having enough time and seems to always be in a hurry. Adding to the time pressures are perceived budgetary constraints, although this group is not low income. 1) Time Stressed 2) Explorer A shopper who enjoys seeing what new products are available, and likes browsing the store in general and getting inspiration for meals while shopping. A shopper whose goal is to get the shopping trip over with and executed according to plan. 3) Trip Planner 4) Bargain Hunter A shopper deﬁned by the willingness to shop around for the lowest price. Whether it is using easy-to-ﬁnd product displays in secondary locations or working with brand marketers to develop customized in-store marketing materials, it is clear that there is ample opportunity to turn shopper-marketing programs up a notch. In looking to rally around the shopper segments and activate other insights coming out of POPAI’s 2012 Shopper Engagement Study, it is apparent that trading partners need to collaborate to create unique solutions to meet targeted shopper needs, creating a bond between the shopper, the store and the brand. With more than 34,000 catalogued purchases, 70,000 eye ﬁxations and ﬁve terabytes of EEG data coming out of POPAI’s Shopper Engagement Study, there are plenty more insights into today’s shopper and shopper segments. To keep abreast of the latest data coming out of the study, visit www.popai.com/ SES and be sure to read POPAI’s Shopper Insights column in every issue of DDI. —POPAI, The Global Association for Marketing at Retail, is an information source for brand marketers, retailers, producers and suppliers. Find out more at www.popai.com. | October 2012 www.ddionline.com http://www.popai.com/SES http://www.popai.com/SES http://www.popai.com http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - October 2012

DDi - October 2012
Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Crocs
When a brand becomes a retailer
POPAI’s 2012 Shopper Engagement Study
Lord & Taylor
Joe Fresh
State of the Retail Design Industry Survey 2012
RIght Light
In-Store Technology
Product Spotlight
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - October 2012