Evolution Insights lead analyst, James Johnson explains why shopper missions sit at the heart of any successful shopper strategy.

1. Shopper missions:
The heart of any
successful shopper Evolution Insights lead analyst James Johnson
explains why shopper missions sit at the heart of
strategy any successful shopper strategy.
With the rise of shopper the shoppers’ motivations
“Fundamental to truly marketing, manufacturers for visiting the actual store
successful shopper and retailers are and with their associated
marketing in-store is the increasingly targeting behaviours.
recognition and consumers as shopper’s in-
store, tailoring their Fundamental to truly
understanding that
marketing accordingly with successful shopper
shoppers shop the store by a marked increase in below marketing in-store is the
mission, not by category”. the line activity in recent recognition and
times. understanding that
shoppers shop the store by
“Shopper missions And in the current mission, not by category.
essentially capture the environment of heightened Shoppers visit the store
purpose of the shoppers’ competition and wavering with a specific purpose
shopping trip.” customer loyalty, (mission) in mind, be it to
manufacturers are purchase a specific item,
particularly focusing on meal for tonight, to top-up
tailored price promotions, fresh food for the week or
packaging and incentives to stock-up their cupboards
for their brands that seek to with food and groceries.
capture the shopper’s
attention at the point of Increasingly we see
purchase. shoppers tending towards
such a diversity of trips,
At Evolution we find that each driven by more
FMCGs are actually by and specific needs. Shopper
large on top of their game missions essentially capture
in this respect when it these needs through the
comes to their own brands purpose of the shoppers’
and categories. However shopping trip.
they are often less au fait
with how their category
interacts with others in the
context of the shopper’s
overall shopping trip, with
www.evolution-insights.com

2. And it is through are able to identify which
“By understanding
understanding the categories and store
shopper missions, shopper’s mission - why formats drive different
manufacturers the shopper is in the store shopper motivations and
are able to identify which – that FMCGs and indeed behaviours, and focus on
categories and store retailers can gain a better how their categories fit in
formats drive different understanding of the key and interact with others.
categories shoppers are
shopper motivations and
likely to shop, their So with shopper mission
behaviours, and focus on susceptibility to price and know-how, both FMCGs
how their categories fit in promotional activity, and retailers can identify
and interact with others.” openness to impulse shopper motivations and
purchases, and their likely behaviours, and ultimately
route around the store. influence the shopper
At Evolution we believe
journey and experience
that shopper mission These insights can in turn more directly.
insight is key to any help fine tune their
successful shopper product and merchandising At Evolution we believe
strategy. by category adjacency, that shopper mission
different store formats, insight is key to any
location of display in store successful shopper
and promotional partners. strategy. We classify
shopper missions broadly
By understanding shopper into four main categories.
missions, manufacturers
Shopper missions
On the go Top-up Main trolley Stock-up
For Often reactive Main household Planned,
consumption based on shops, planned infrequent and
immediately, for particular covering most often high
example lunch need(s) categories. volume.
while out or between the Often at Typically once a
takeaways main shop weekend month
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3. Evolution Insights Ltd For each category If you would like to
Evolution identifies a understand more about
About Evolution Insights number of different shopper missions and how
missions. they can help you develop
Evolution Insights is a research led your shopper strategy,
consultancy specialising in shopper In our recent publication, please take a look at our
marketing. We deliver original
research, analysis and insight into the UK top-up shopper shopper insight series
shopper motivations and behaviour mission 2010, we consider reports and do not hesitate
for manufacturers, retailers and top-up missions that relate to call if we can be of
agencies.
to a need for specific further assistance.
For more information please visit items, specific meals, fresh
http://www.evolution-insights.com food replenishment and E-mail:
specific occasions enquiries@evolution-
respectively. insights.com
Each has a quite different Tel:
context, with shoppers’ 0113 389 1038
motivations and associated
behaviours differing
notably. By researching and
analysing shopper
motivations and
behaviours across these
different missions,
Evolution presents valuable
shopper insight for both
retailers and FMCGs.
In its forthcoming
publication, the UK on the
go mission 2010, Evolution
identifies a further three
key missions – breakfast,
lunchtime and snacking.
Evolution Insights Ltd is a private Here we present detailed
limited company registered in the UK and actionable shopper
with registered number 07006001.
insight for both
Evolution Insights Ltd, Prospect manufacturers and
House, 32 Sovereign Street, Leeds, retailers. The report is due
West Yorkshire, LS1 4BJ. for publication in March
2010.
© Evolution Insights Ltd. All rights
reserved.
www.evolution-insights.com