Price competition is fast approaching its limit. Increasing raw material prices are making price reductions impossible. And it is not the path to follow to gain customer trust. Now there appears to be a new approach : ”Collaborative Shopper Marketing“ by the manufacturers of branded goods together with the retail trade. Together they tracked the “Shopper Journey“, the “transition“ of consumers to buyers, and examined how consumer and buying behaviour are interlinked.

Different consumer types were identified and their specific consumption and purchasing behaviour assigned to the individual categories. This allows adapting the product portfolios to the quality expectations of the different shopper typologies, to take into consideration their purchasing habits in the design and layout of the shops, and to meet their expectations.

At this year‘s ECR Europe Conference, Henkel presented a shopper typology. This does away with differentiating between price-conscious and quality buyers as well as the conventional consumer structures according to socio-demographic data (age, family, income). In its place, typologies are structured according to behaviour patterns.

The focus of branded goods manufacturers and the retail trade is directed at the “Value Seeker“, those consumers with increased demands on numerous quality dimensions in their purchases: taste, health and wellness, time-saving, sustainability, social compatibility, etc. In other words, all those that view cartonboard as a preferable sustainable packaging material.

Gaining the Value Seeker as a loyal customer is the joint goal of branded goods and manufacturers‘ own labels and is thus the basis of the Collaborative Shopper Marketing Project. Brand and shop loyalty should complement each other, rather than counteract and weaken each other, as is the case with conventional competition via offers, where customers are treated as “Economizers“ .

When investing in the loyalty of Value Seekers, communication plays a major role, and besides the classic media such as TV, ads and flyers, social media and Smart Phones are on the increase. The members of Social Net Communities have their own set of quality expectations , an emotional relationship to brands via an open marketing dialogue. The sales personnel in the retail trade become dialogue partners for the shoppers. For example, it is left up to LOHAS customers to obtain the differences in CO2 footprints of manufacturers’ brands via their mobiles or to seek advice from sales personnel in the fruit & vegetable sections as to which product to buy.

Europewide, Henkel has identified the following Shopper Typologies and investigated their prevalence in ten countries (average values in %):

1. Economizer: Focuses largely on price, quality is secondary. Prefers fast and efficient shopping, with a highly routine pattern. Has an affinity to retailers own brands. Visits different types of shops, prefers discount retailers. Plans his/her shopping list in detail. Is very open to special offers and promotions. Share in Europe 34 %, highest shares: Spain and Austria, both at 46 %, Germany: 43 %, lowest share: France at 20 %.

2. Value Seeker: Look for best value for their money. Share in Europe 34 %, highest share: Belgium and Poland , both at 46 %, Austria: 40 %, Germany: 38 %. Value Seekers are divided into two sub-types:

2.1. Enthusiastic Value Seeker: High focus on quality, rarely on price. Enjoys shopping and does so frequently. Extremely high brand affinity. Open for new products and all types of shops: hyper markets, super markets, drugstore chains. Prefers a large choice of products and clear shop structures. Values product evaluations and advice as decision guide for purchases. Uses loyalty programmes and coupon promotions. Highest share in Europe: Poland 45 %, Austria: 40 %, Germany: 38 %.

2.2. Promo Value Seeker: Price and quality are equally important. Spends considerable time shopping and often makes use of promotions. High brand affinity. Preferred types of shops: Hyper markets, super markets, discount markets. Detailed planning of shopping lists. Searches for special offers, usually once in the shop. Large choice of products and clear customer guidance within the shop are of high importance. Open for new products. Bulk buys to save money. Uses loyalty programmes and coupon promotions. Highest share in Europe: Spain: 35 %, France: 25 %. Surprisingly, no shares were given for Germany and Austria.

3. Carefree Shoppers: High focus on quality, price is truly secondary. Quick purchasing decisions, needs-based purchasing behaviour. High brand affinity. Preferred types of shops: Hyper markets, super markets, specialised drugstore chains. Low level of shopping list planning, does not collect product information prior to shopping. Prefers clearly structured shelf layout, product availability and a large selection of quality products and brands. Highest share in Europa: Poland 29 %, Netherlands: 27 %, Austria: 14 %, Germany; 19 %.

4. Special typologies in different countries

4.1 Info-Rational Shopper in France (37 %). Combined typology Value Seeker und Economizer: Focus on quality and price, looks for ”good value for money".

4.2 Mainstreamer in the Netherlands (32 %) and Italy (20 %): Price and quality are of equal importance. Habitual planned purchasing behaviour. Uses all types of shops, high brand affinity for regular products. Interested in special offers of preferred brands.

4.3. Habituals in Hungary (29 %): Quality is more important than price and brand. Enjoys shopping, habituakl purchasing pattern.

Source: www.henkel.com / Key Account 7/2011