MCCP is an Irish strategic planning and insights agency. In May, they co-hosted an industry discussion on new shopper insights. In preparation, they interviewed 14 marketing experts who identified challenges with shopper marketing like confusion over its definition and lack of priority within organizations. The discussion found that while the shopper experience is different than the consumer experience, many marketers still need to understand shoppers more through methods like shop-alongs. Empathy for shoppers in their journey was cited as key to success.

1. Pioneering Shopper Marketing
Understanding, Insights &
Opportunities
MCCP is an independent Strategic Planning
& Insight agency based in Ireland working on
leading local and international brands
Finding the difference that makes the difference

2. MCCP is pioneering understanding and
insight into Shopper Marketing
In May, MCCP co-hosted a collaborative industry discussion with
leading brand and marketing experts on new shopper insights and
opportunities for brands.
Finding the difference that makes the difference

3. 1. What MCCP did in preparation?
Talked to 14 leading marketing
experts to identify:
•What is shopper marketing?
•The role it plays in their
business?
•What their challenges are?
•What are the learnings?
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4. 2. What MCCP did in preparation?
Accompanied
shops
Home
Online survey
ethnography
Shopper
Insights
Local shopper
Best- Global
trends
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5. What are the
Marketing Community saying?
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6. “We are talking about it, but we are not
completely clear on what we are talking about!”
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7. 1. Confusion over what it means
“It‟s marketing
to the
consumer in a
shopping
environment”
“It‟s the
“Its only
money spent
relevant to
on in store
impulse
activity &
purchases”
POS”
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8. 2. Mixed levels of understanding on where it
fits in
Who does it / owns
it? Trade Marketing?
Consumer
Marketing?
Commercial.....
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9. 3) Lack of evidence & fear of unknown
There don‟t
appear to be
any best in
class examples
of what works
No definitive
measures in
place
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10. 4) Lack of internal prioritising & commitment
„Not seen as
glamorous as
consumer marketing
& not built into
peoples KPI‟s so
usually avoided‟
„We put the consumer at the centre of
everything we do - why should we
change? „Senior mgmt are
We have still so much not championing it
to learn about the consumer, let alone within the
the shopper‟ organisation‟
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11. 5) Lack of knowledge; trends or real insights
about ‘The Shopper’
„We‟d love to
know what
really makes
them tick‟
Awareness that
shopper is in a
different frame of
mind to consumer but
after that …?
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12. 6) Lack of Resource: People & Money
“Shopper Marketing
would require more
manpower, which
requires more €,
which just isn‟t there”
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13. What Now?
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14. The big multinationals are embracing it
“We have changed our
company Vision to include
the shopper...now
Consumer, Shopper,
Retailer”
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15. A change in mind-set is required, shopper
marketing can give you an edge as a marketer
The mindset is different in
shopping mode versus consumer
mode
Championing the marriage between
both is key
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16. How can we succeed?
„We are probably already doing it
to, without really thinking about it‟
To succeed we need to understand
the shopper more and generate a
way of marketing to them
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17. “The best way to understand shopper behaviour is
to develop empathy for them, that involves
spending time with them in their lives and on their
shopper journey”
Jim Figura, Colgate –Palmolive‟s global VP
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18. Let‟s not forget...
Human
Consumer Shopper
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19. 1. The shopper has become
mission focussed
22% -
56%
56%
44%
71%
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20. 2. The shopper journey is now more complex
2.
1. Need Purchase
Identified
3. Need
Fulfilled
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21. 3.More rational shopper behaviours
Deal Scrutinising Store Carouseling List Complying
Scale Purchasing Shop Type Separation
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22. 3. But are Emotional and Irrational as people
1. Role fulfilment
Budget
Best
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23. 3. But are EMOTIONAL and Irrational as people
2. Family health & well being
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24. 3. But are Emotional and Irrational as people
3. Purveyor of home happiness
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25. 3. But are Emotional and Irrational as people
4. Experimenting and Creativity
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26. Starts earlier than store
Back 2 School Planning
Back 2 School
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27. 4. And household shopping is considered
mundane for most
“Mundane “A chore”
and boring”
“An evil “A dreaded
necessity” experience”
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28. 5. Boredom = Low Involvement Processing
• ALPHA MODE = High
involvement
• BETA MODE = Low
involvement
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29. 6. Success = ticking both rational and emotional needs
Aisle Ends
Price Flashing (BOGOFs, extra free) In Foyer Deals
Rational
(Beta - low
involvement)
Helpful and Packaging Relevant
Relevant Ideas innovation messaging Inspiration
Emotional
(Alpha -
high
involvement
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30. For more shopper insights, trends and
opportunities for your business…
…Please contact:
Kay McCarthy: 086 1722612, kay@mccp.ie
Shane Doyle: 086 0281446, shane@mccp.ie
Susan Kelly: 086 7827178, susan@mccp.ie
www.mccp.ie
Twitter: @MCCPIreland
MCCP is a leading independent brand and
communications strategic planning,
consumer/shopper insight agency.
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