A Daily Marketing Experience

October 1, 2009

Marketing Lessons In A Supermarket!

This is a marketing perspective that I have been interiorizing  for a while and it all happened a couple of months ago while I was in the supermarket with my wife.

We as men, if we “ever” stop by it, go straight for what we need and if told to buy something we carefully plan our corridor route and get it over with. However, for women, the supermarket is a different place: they take their time, compare prices, ingredidients, calories, they check expiration dates and carefully calculate storage capacities in the house versus goods bought; for me all this consideration is a magical event and a pristine ability that women have.

Taking all this elaborate procedure to go supermarket shopping, I’ve always tried to avoid being sucked into this never ending experience. Nonetheless, my approach is different now a days. As a marketing professional I know that a high percentaje of purchase decisions are made at the Point Of Purcahse (POP), but what I did not notice is how swiftly does a state of mind or a thinking process change, in this case, in the supermarket.

To explain it, I will take the trip to the supermarket with my wife. We have recently acquired a cat, so it could be said that there are three of us in the family. As soon as we go in, her state of mind is that of a house wife, thinking about the overall necessities of the household. So you can call this State 1 – The Wife.

After checking her shopping list, she goes directly to the vegetables (produce) section. She is still in State 1, thinking about what benefits our health and making comparisons on expiration dates and freshness. Suddenly, she arrives to the Pet section and her mind changes to what I am going to call State 2 – The Feeding Mother.

In this State 2, she is now preoccupied by the price of each “buyable” product. She is no longer checking ingredients, brands or recommendations; price and quantity is all she is reviewing.

The next corridor takes us to the female section. She now changes to State 3 – The Women. In this corridor prices and quantity are no longer a factor. Buying intentions are made on brand reputation, trend and performance.

Just by going into 3 different corridors, she changed the way she approaches buying a product, from State 1 to 2, to 3 and switching somewhere during the rest of our Supermarket trip.

So what is the lesson learned? if we know that almost 70% of people’s buying decisions are made right before picking the product at the store, then it becomes relevant to understand in what state of mind is the person at that precise time. It would be risky to assume that people will only buy based on a single variable in a single period of time (in this case in the Supermarket).

As I learned, my wife went from being a wife, to a mother, to a women and in each state changing her buying pattern.

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1 Comment »

  1. awesome! thank you!

    Comment by pip — November 3, 2009 @ 3:09 am | Reply


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