Training: What is on shoppers mind
Often, marketing professionals talk about the target customer. Who he/she is and what it consumes. However, we also need to understand the buyer's behavior and what influences his or her decision to buy. Who buys your product? How can you use the customer information to raise the brand effectively?
Get this training
What You Will Get Out of This
Understanding the two thinking systems and their implications.
Daniel Kahneman describes the concept in his work ‘Thinking Fast and Slow’. The two systems explain a lot of how people buy things in a grocery store or how they decide to buy a new car.
Understanding the Brand mental and physical availability
In ‘How Brands Grow?’, Byron Sharp details why these are key conditions a brand needs to fulfil to be considered for purchase. How is mental availability created? What are the roles of category entry points and brand distinctive assets in generating demand? What do we need to take into consideration when setting the distribution strategy and what truly matters for shoppers?
The Shopping mission.
Most of the time, shoppers go shopping having a precise purpose - a shopping mission. This toolkit will teach you the elements of this mission, its connection with each store type, planned and unplanned shopping, and the importance of knowing when our brand is bought.
Understanding of the “Learn.Link.Leverage” Framework.
Our recommendation on how to approach learning and how to integrate the new insights into your daily job.
Bonus:
A guide to run interviews on the shopping mission, mental and physical availability. To have a clear picture of the above elements, we need insights from the buyers. This module contains practical information on preparation, interviewing, and summarizing interviews, which you can use immediately. Get ready to listen and learn the shoppers' opinion on your category and brand.
What It Contains
Learn.Link.Leverage Model
Worksheet: Establishing the category signs
Worksheet: Understanding a brand’s distinctive elements
Worksheet: Buying Mission Analysis
Self-paced, pre-recorded webinar
PDF Summary
Bonus: Buyer Interview Guide
Who is this for?
Brand & trade marketing specialists
What Our Clients Say
Vesna is one of the very few professionals I've met over the years that is truly insightful when in comes to shopper understanding, drilling down underneath the surface to find that deep consumer belief that leads to shopping behavior. She conveys her thinking in a way that is both thorough and clear at the same time, synthesizing complex ideas into actionable and concrete outcome for every type of audience. All that, topped up with a genuine candor and witty humor that breaks through any hierarchical, cultural or social barrier, making it quite hard for someone not to enjoy her company :)
We partnered with Vesna and Next Level Trends to help us build the brand and communication strategy of our new online store.
Vesna's experience in marketing and shopper marketing is vast - both for local and international brands and markets. She applies the knowledge, identifying relevant consumer and shopper insights, in a very practical and actionable way, thus we learned a lot about the consumption habits of various consumer segments, and we understood how we should use them for our business. It was extremely important for us to have someone close by, who would guide us through the whole strategic process and validate our ideas or suggest others, more effective, doing so in a friendly and non-invasive way.
Vesna comes with a complex, applied and very practical knowledge on retail, on consumer behaviors and on the shopper missions. She has a solid, varied and very deep understanding of research methodologies and provides support on learning not only how to approach briefs, research design based on needs and objectives, but also results analysis and actionable insights. Vesna is a very direct, transparent professional who communicates with great clarity, very well structured and using a great wealth of examples. Her recommendations are easy to leverage and adopt by the teams: from how to build an impactful instore visual and the campaign slogan, to analytics that get best assortment in shelf. Her contribution does not end with the punctual completion of a project but lasts through the development of the team with which she interacted in that project. Thank you, Vesna!
Between 2018 and 2020, Vesna carried out several important Trade Marketing projects for Kandia Dulce. During the "Top store" training program, organized for the entire commercial team, Vesna proved to be a high-class expert. Her solid shopper behavior knowledge and retail environment understanding translated into recommendations regarding shelf merchandising standards and secondary placements, extremely valuable to the entire team. Vesna is a person full of energy, an excellent communicator who manages to synthesize and transmit in a logical and natural way complex concepts. I strongly recommend Vesna for complex Trade Marketing challenges.
Price
Not sure if this is the right product for your challenges?
Book a 30 minutes meeting to find out.
Book now
