Interpublic asks: what makes shoppers buy?
A new shopper-marketing agency from Interpublic Group will seek to establish exactly how purchase decisions are made – or not – both inside the store and out.
ShelfLife, based in Atlanta, is expected to announce its first clients and its management team at the end of this month. Part of Interpublic’s Mediabrands division, working with its experiential marketing unit Momentum Worldwide, and benefiting from a new research lab in the city called the Shopper Insight Center, ShelfLife is headed by John Ross, formerly president of the group’s Emerging Media Lab.
“Decision-making at retail does not begin with a store visit,” said Ross. “Most shopper journeys begin outside the store, with shopper influence coming from a variety of sources. The new shopper-marketing agency will focus on understanding the journey on behalf of retailers and their brand suppliers.”
Among the factors that ShelfLife will investigate are whether shoppers notice products, how much credence they give to marketers’ claims, how well the brand message is comprehended, and whether consumers want to buy the product.
“Where most shopper agencies focus on the tactics at the tail end of the shopping process, like shelf tags, packaging and POP, the new agency will look at the shopping process end-to-end,” said Ross.
“Marketers need to understood what influences shoppers’ decisions as they step through from undecided to decided, and they need to see how traditional advertising, digital and emerging media and the physical store itself all interact to influence shopper choice.”
www.mediabrandsww.com
www.momentumww.com
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