Retailers would do well to think about their promotional mechanics delivering great experience as well as money off

Over the many hours spent in stores watching shoppers shop, I’ve noticed how shopping with someone (as opposed to on your own) changes behaviour.

Shopping with a companion slows down the shop, shoppers compare and contrast products with each other, they notice things, they take off the auto-shop settings and start operating on manual. So shopping in pairs or groups means that they are engaging with what you have in-store, and are more likely to be open to new products and services. If not this time, then maybe next time – and so you are more likely to be ‘showrooming’ with good effect.

I’ve also noticed (and read about) how mimicking behaviour is part of what we do as social animals. Mums and daughters, ‘besties’ like to share and compare… In the long term then, getting people to pair up when they shop can also get positive habits in motion. Getting a mum to shop with her daughter can start to establish loyalty to your store, which can reap rewards over the long-term too.

Implications: Retailers should develop promotions that encourage and reward shoppers for pairing up

• Maybe your retail brand might benefit from running Mum & Daughter days?
• Maybe you focus on families – if so why not think about ‘keeping it in the family’?
• Maybe your brand works well with friendship groups – what about ‘mates rates’?

Shopper observations on how and when your customers shop in groups could really reap dividends. Is it worth investing in some filmed in-store analysis of shopper behaviour (using insight agencies like SRI to record how people shop in-store), or maybe investing in some qual in-store observations and intercepts on shopper behaviour?

It would be worth understanding time of day in particular – when would be the best time to pull in groups or pairs of shoppers?

Once you’ve established a good idea about shopper behaviour in your stores, then it’s time to think about how you can use promotional mechanics to reward the shopper experience and create loyalty.

Remember Qual Street is here to help!

What could your store do to reward shopping together?

NB if you use this idea in your project please credit me, or do get in touch 07738 180 529 if you want to discuss further