A great article, ‘What’s Healthy At The Grocery Store? Shoppers Are Often Confused, Survey Finds’ written by Rebbecca Ellis from NPR sharing some very strong statistics regarding confusion at the shelf for buyers – and you understand that confusion prevents purchase of your product.
Sales and Marketing leaders put resources and focus on educating potential consumers with packaging, branding, advertising and social and digital content but what do you do when that’s not enough – we can’t rely upon our own perceived reality for success, ‘it’s how we have always done it’ the paradigm of a dying business. I’ve referred to this in earlier posts where family friend who see’s reality through a totally different lens than the rest of the world. We call it ‘Mona’s World’! and the joke around our house when something happens, is it ‘Mona’s World‘ or was it what really happened. Sorry, but if your asking yourself who Mona is in your circle of friends then your probably Mona – Sorry!
We’ve done everything right and now our most informed shoppers are still confused when they arrive at the POP (Point of Purchase)? We have the best shelf tags, best packaging we can provide, hanging signage, endcaps, IRC’s, etc. etc….
The report found 95 percent of shoppers at least sometimes seek healthy options when grocery shopping. And yet, only a little over a quarter said they find it easy to determine which products are good for them and which should stay on the shelves. – Rebbeca Ellis
So almost 75 percent of your potential customers DO NOT find it easy to make a purchase decision at the shelf or POP and are falling out of your purchase funnel. How do you move them to the POS point of Sale where the cash register actually rings. This confusion was further confirmed by survey by the IFIC last year where the author shared, ‘59 percent of respondents were somewhat or strongly confused by conflicting health advice.’
These are informed customers that have done their research through social and digital platforms and now are standing at the shelf and need more information. This is where POP becomes critical – why does a restaurant have waiters and waitresses that come to your table, not just to fill your water glass and bring a clean fork.
“How are [consumers] supposed to know that ‘organic’ is backed by almost 100 pages of federal regulations and ‘natural’ doesn’t have any?” Charlotte Vallaeys‘ is quoted in the article.
The trained team member is there to provide additional support, clarification and expert advice on their offering and that’s exactly what POP product demonstrations provide. At the point of purchase when the consumer has confusion and wants help understanding the menu, special language or unfamiliar items you need someone well trained in your product and the competitive environment to answer their questions and facilitate the final cash register ringing.
Enjoy the article and links above and if you have any questions or need help understanding if a POP program is right for you give us a ring and we’ll help.
Let us know what you think? I wanted to gather your thoughts and insights regarding what does it take to have a seat at the table in your market?
What is a ‘Spinach helpful tip’? Have you ever walked around with something in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!
Chris A. Marshall