Kahneman distinguishes two ways of thinking. System 1 is fast, automatic and intuitive. System 2, on the other hand, is slower and more conscious. (Read more about the systems) System 1 plays the biggest role in shopping. It responds strongly to visual stimuli and emotions, which means that effective in-store communication must respond to simple, recognisable and emotionally charged messages. Behavioural economics should also be fully exploited to make the shopper choose your product or service. Anchoring (offering multiple alternatives), framing (offering contextual information in the right way) and loss aversion (feeling of losing something) are the tools par excellence to steer shoppers subconsciously towards your product. This helps to quickly guide shoppers to the desired choices. Therefore, it is crucial that the communication primarily appeals to System 1 for maximum impact.
In a retail environment full of incentives and competition, in-store communication is crucial to reach and persuade shoppers at the point of purchase. Breaking through the visual noise in shops and generating maximum impact requires a targeted approach. Get 4 tips already to optimise your in-store communication and make a lasting impression on your customers.
1. Capitalise on unconscious shopper behaviour
2. Keep your communication simple
Brands and retailers often try to communicate too much, leading to an overload of visual stimuli. This not only reduces the impact of the message, but also the customer experience, as the shopper is overwhelmed by too much information. Instead, a well-designed shopping environment with clear and focused messages contributes to a pleasant and smooth shopping experience.
But customers especially value agencies that don't just do what they ask and dare to challenge them. Find out the deeper need behind the client's question. Dare to be sharp and think along with the business as a whole. Taking up the challenge on your own initiative is highly appreciated and even creates valued continuity between clients and research agencies, resulting in long-term partnerships. Finally and obviously: be unique!
3. Align brand and shop activities
Despite strong marketing campaigns, there is often still a gap between the brand message and what happens in-store. By aligning in-store communication with marketing activities, you create a consistent, effortless experience for your customer. This not only increases recognition, but also strengthens the emotional connection with the brand.
4. Break through the clutter and attract shoppers to your product
In a busy shopping environment full of competing messages, it is essential to help shoppers navigate by providing clarity and simplicity. In-store communication should not only guide them to your products, but also contribute to a pleasant shopping experience, where the customer feels heard and understood.
We recently had the opportunity to guide the Samsung/Hamilton Bright team in their in-store communication. Carrefour also opted for a profound approach through an inspiration session. By carefully analysing the current approach, guidelines could be provided to generate a greater and lasting impact on their customers. We are so eager to see the results of their efforts in shops soon!
Do you also want to tackle your brand's in-store communication hands-on?
During an in-company programme, One Inch Whale will engage with you. Based on scientific insights, get the crucial rules of thumb for effective in-store communication that put the customer experience at the centre. Using concrete examples focused on your products, you will learn to make the right marketing and communication decisions despite the abundance of choices. And all of this in a session with your team.
From now on, influence the customer experience of your shoppers through improved, retail-specific communication that subconsciously leads to the desired purchase decisions!
Just curious about in-store communication in general? Then do not hesitate to attend the UBA's in-store communication academy on Tuesday, 13 January 2025. >> More info