Instore communication
How do I ensure maximum impact of in-store communication on shopper behavior?
Introduction
The shopper is overwhelmed by numerous stimuli at the point of sale. In an average store, there are over 30,000 SKUs (Stock Keeping Units) to which a shopper is exposed during a shopping trip that typically lasts around 45 minutes. Naturally, shoppers make many decisions intuitively rather than approaching each choice rationally.
At the point of sale, we refer to a ‘search tree’ rather than a ‘decision tree.’ It’s important to understand these processes to make a visual impact in-store. Influencing the visual search process also affects behavior. Behavior results from ‘Memory-Based Equity’ (what we have stored in our brains from past experiences) and ‘Visual Equity’ (what we perceive and is projected onto our retina).
This Master Class will be held online via Teams. Sign up to participate, and you will receive the participation link by email.
What will you learn?
- Understand the decision-making mechanism of the consumer in-store
- Understand the importance of effective in-store communication
- How to influence the consumer’s search process
- Tips and tricks for in-store communication
After completing this training:
- You can better adapt your in-store communication strategy to the unconscious consumer
- You are better equipped to negotiate with retailers when implementing in-store communication
For whom?
Anyone in the company involved in in-store communication, from price coupons to displays to category management.
Related Training: 24/7 videos
As a supplement or preparation for this Master Class, we recommend watching the following video trainings:
- Instore communication
Language
The training will be given in English, and the slides will be in English.
Participants may respond in the language of their choice.
Schedule
Jasper Scheir Founder/Partner at OneInchWhale
Online Master Class
Speakers
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Jasper Scheir
Founder/Partner at OneInchWhaleJasper Scheir is a hybrid researcher in heart and soul with more than 15 years of experience on both the client and agency side. Jasper has a keen interest in behavioural sciences and anything that can help understand shopper and consumer behaviour. In this regard, Jasper is always looking for innovative approaches, methods and tools. Jasper has won several industry awards and is a guest lecturer at Luca School of Arts.
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Wim Hamaekers
Founder/Partner at OneInchWhaleWim Hamaekers is an expert in consumer and shopper behaviour and is passionate about how consumers and shoppers behave and make decisions. This led to the development of methods and approaches to better understand consumer behaviour, for which he won three Esomar awards. Wim has more than 20 years of experience on both the client and agency side. He is also a guest lecturer at the Vrije Universiteit Brussel, De Artevelde Hogeschool and Erasmus University in Rotterdam, and a sought-after keynote speaker at international conferences.
Wim Hamaekers and Jasper Scheir are the founders of One Inch Whale, an insights consultancy company that aims to help people and brands be relevant and sustainable in an increasingly complex world. They seek agile and cost-efficient solutions without losing the depth needed to make informed decisions. Given the importance of colour in our decisions, they recently set up a joint venture, Research & Visual Nudging, with Color Navigator.
Register
Sorry, the registration period is over.
Prices
- UBA member | brand member: Free. The participation fee is included in your company's annual membership contribution.
- UBA member | media member: Free. The participation fee is included in your company's annual membership contribution.
- UBA member | expertise member: € 160 (excl. VAT)
- Standard: € 320 (excl. VAT)
This training is given online via Teams. Register to participate, and you will receive further instructions by email.
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