Instore communication
How can I ensure that in-store communication has maximum impact on shopper behaviour?
Introduction
Shoppers are overwhelmed by a multitude of stimuli in the shop. In an average shop, you will find more than 30,000 SKUs (Stock Keeping Units) to which a shopper is exposed during an average shopping trip of 45 minutes. It goes without saying that shoppers make their decisions largely intuitively rather than approaching each choice rationally.
In the shop, we tend to talk about a ‘search tree’ rather than a ‘decision tree’. It is important to gain insight into these processes in order to make a visual difference in the shop. After all, influencing the visual search process also influences behaviour. Behaviour is a result of ‘Memory Based Equity’ (what we have stored in our brains from the past) and 'Visual Equity' (what we perceive and is projected onto our retina).
What will you learn?
- Gain insight into the decision-making mechanisms of shoppers in the shop.
- Understand the importance of good in-store communication.
- Understand how you can influence the shopper's search process.
- Tips & tricks for in-store communication.
After completing this training course:
- You will be able to better tailor your in-store communication strategy to the subconscious shopper.
- You will be better equipped to consult with the retailer when you want to implement in-store communication.
For whom?
Junior professionals who are involved in in-store communication within the company, from price coupons and displays to category management.
Language
The training will be given in English and the slides of the presentation will be in English as well.
Participants may respond in the language of their choice.
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
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Prices
- UBA member: Free. The participation fee is included in your company's annual membership contribution.
- Standard: € 320 (excl. VAT).
This training will be held online via Teams and will not be recorded. Register to participate, and you will receive further instructions by email.
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