Alleviating Pain Points

Great Northern Instore was excited to partner with the Path to Purchase Institute on a two-part "The Evolution of the In-Store Shopping Experience" research project. Great Northern strives to bring the latest retail insights to its clients and translate those insights into successful retail activations. It is always important to get an up-to-date read on shopping behavior. This Q&A highlights some of the research’s key findings from the perspective of Dan Sabanosh, Great Northern’s director of shopper marketing. P2PIQ: How and why do the reasons for shopping in-store differ by product category and store type, and why does that matter to product marketers? Sabanosh: The reason why a shopper visits a store for a particular category will be naturally different. For example, with groceries, shoppers want to see the produce they are selecting, and they feel they have a broader range of choice. Online grocery shopping is still difficult since you can’t judge freshness, and navigating an endless array of products can be daunting. For higher consideration categories like home improvement and electronics, shoppers look for the expertise of the store associates to help guide them. Marketers need to consider this when building in-store activations so they meet their consumers’ expectations. The right categories should consider specific promotions. For example, beauty brands should plan sampling events. P2PIQ: We asked, “What specific product do you hate shopping for inside a physical store, and why do you hate shopping for it inside a store?” What’s there to learn from this information? Sabanosh: Well, those categories should make sure they do a great job with their online presence. But also consider the brick-and-mortar pain points. How can bulky items be shopped in-store where they can be experienced, but easily be delivered to the shopper’s home? People also hate wasting time, so activations and shelf sets must be easy to navigate. P2PIQ: From your perspective, what factors can provide a great in-store experience for shoppers? And conversely, what leads to pain points? Sabanosh: The ability to easily navigate through the store on their shopping trip is key. Ninety-four percent of respondents said this was at least somewhat important to them. Product arrangement on shelves and eye-catching visuals also had a vast majority of respondents indicating these were very or somewhat important. Developing in-store solutions that are easily recognizable, insightfully organized and easy to shop are key. This helps alleviate a major pain point: 31% of respondents indicated the ability to find what they’re looking for is a problem. P2PIQ: How can technology that’s usable in-store improve the shopper experience? Sabanosh: Right now, the best assist technology can provide is to improve the checkout experience. Checkout is another key pain point, especially when some online retailers have made checkout extremely easy. Shoppers are also looking for ways technology can help them manage their shopping list and navigate the store, so they can complete their trip efficiently. P2PIQ: Spontaneous purchases are a big opportunity for product marketers. What are your takeaways from the responses we’ve gathered? Sabanosh: As marketers of products, the store is the best place to win impulse dollars. To no surprise, an offer is a great incentive. However, attractive packaging and displays are also great ways to attract shopper attention to your product so you win the extra sale. Editor’s Note: Dan Sabanosh is director of shopper marketing for Great Northern Instore, a leading designer and manufacturer of merchandising solutions, where he helps clients be more insightful when developing their retail programs. Before joining Great Northern, Sabanosh worked for Colgate-Palmolive in both shopper marketing and brand management roles.