Chicago — “The head makes the decisions, while the heart takes action,” Doug Van Andel, creative director at Saatchi and Saatchi X said to the audience in the Shopper Solutions Theater at the Sweets & Snacks Expo. Emotion motivates shoppers to buy products, he explained.
The way to capture emotion, he continued, is to engage the five senses, invoke a memory in a person and do it quickly because on average 82 percent of shippers spend three seconds at the shelf making decisions on what to buy.
Shoppers’ perceptions about retailers factor into the equation as well and there must be a relationship between them and shoppers, Andel added. In the case of Gerber by Nestle USA, first-time mothers had trouble buying food for their children because of the confusion they experienced while shopping. “The shelves were very neat and tidy but the packages basically had the same colors and style so mothers did not know what to buy and ended up buying their babies Cheerios,” Andel stated.
So Saatchi and Saatchi X went to retailers and Gerber to find ways to make it easier for mothers to distinguish which foods to give to their kids at each age. By separating ages into colors and columns, mothers were better able to pick the food appropriate for their child and this increased sales by 13 percent.
Andel pointed to the Mars Chocolate North America M&M’s bright yellow pallet display as a way to draw shoppers to their product and store using the acronym NEI (navigate, educate, inspire). It navigated shoppers to each section of candy inside the pallet, it educate shoppers with big wording telling varieties and it inspired shoppers invoking memories with the classic candy.
He concluded by saying shoppers should optimize the four Es: emotion, which is the ultimate power; engagement, encouraging the use of seasonal items and displays; environment, efficiently using shelf space; and experience, developing an enjoyable, memorable experience for the shopper.