购物者洞察-洞悉消费者心理及行为.pptVIP

* * * * * * * * * * * * * * * * * * * * * * * * * * Page * Shoppers have much stronger ability to process information through pictures/visuals than word. 购物者更容易通过图片或者视觉材料而不是通过文字来获取信息 7 Dos Use pictures/visuals 多用图片和视觉材料 Simple word is OK, such as SAVE, SALE, FREE… 简单的词语就足够传达意思，例如：减价、促销、免费… Don’ts Use too much words in POS materials (Shoppers won’t read them!) 在促销物料中使用太多的文字（购物者不会阅读这些密密麻麻的文字） Shoppers most easily recognize visual stimuli 消费者认知图像的能力远胜过文字 Page * 8 Shoppers first sort out what is not relevant, then choose among the remainder. 购物者首先将与他们不相关的产品排除出去，然后才在剩下的产品中选择想要的。 Shopper use recognized segments to speed selection process 消费者运用所记忆的分类来快速做购买决定 Page * 8 Cat food 猫粮 Cat treats/ toys 猫护理产品/猫的玩具 Cat litter 猫砂盆 Pet health 宠物保健区 Dog walking 遛狗器具 Dog treats/ toys 狗护理产品/猫的玩具 Dog food 狗粮 Seven distinct category segments have been identified 以下是7个明显不同的品类区 Little association between cat and dog food 在猫粮和狗粮品类之间几乎没有什么关联性 Pet health segment is associated with both cat and dog 宠物保健区对于猫和狗来说都是有关联的 Shopper use recognized segments to speed selection process 消费者运用所记忆的分类来快速做购买决定 Page * 8 Dos Make it easy for the shopper to sort out what is and is not relevant 使购物者容易区分出陈列的产品哪些是他们想要的，哪些是不需要的 Organize products based on how shoppers make decisions 以购物者的决策方式来组织和摆放产品 Think about needs-based shelf layout 以购物者需求为导向的货架陈列 Don’ts Organize products in the shelf is not in line with shoppers selection logic. 在货架中不是以购物者选择产品的合理顺序来组织和摆放产品 Organize the store that shoppers need to spend more time on locating the brand they want. 产品组合和陈列不合理，使得购物者需要更多的时间来寻找他们想要的品牌 Shopper use recognized segments to speed selection process 消费者运用所记忆的分类来快速做购买决定 Shoppers first sort out what is not relevant, then choose among the remainder. 购物者首先将与他们不相关的产品排除出去，然后才在剩下的产品中选择想要的。 Page * Shoppers have a tunnel vision when viewing fixtures at eye level. 购物者在视觉水平线浏览货架的时候，具有与隧道类似的视觉效果 Also, if they cannot find what they want half-way down the aisle, they usually turn