An approach to understand how shoppers travel through stores, and what are the dos and donts at point of sale

1. AMATI
& Associates
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Understanding Shopper Behavior

2. AMATI
& Associates
Shopping Behavior
Shopper and consumer are not one and the same and need to be treated as such
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• Habits
• Peer pressure
• Adoption Curves
• Trading - up
• …
• Smart Choices
• Time constraints
• Physical constraints
• Logistics
• Shopper want to be in control, and
need to feel as a Smart Shopper
Consumer Shopper

3. AMATI
& Associates
Shopper Value Chain
There are 6 key elements to improve shopping experience and increase purchase at point of sales:
1) Habits 2) Focus 3)Selection 4) Vision 5) Triggers 6) Adjacency
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2. FOCUS
1. HABITS 3. SELECTION
4. VISION
5.TRIGGERS
6.ADJACENCY

4. AMATI
& Associates
1. HABITS
There are three types of purchase habits: 1) planned 2) unplanned 3) impulse.
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PLANNED
• Physical or mental list
• Reason to go to / enter
into the store
• Shopper require these
items to be easy to find
in store
• Planned items drive
unplanned items and
impulse purchases
UNPLANNED
• Derived by association:
• Space: Toothpaste +
Hand soap in
Bathroom
• Activity: Dish washer
liquid +sponge
• Occasion: chips + soft
drinks for match on TV
IMPULSE
• Merely based on the
availability and the
moment, driven and
triggered by emotions
and feelings

5. AMATI
& Associates
2. FOCUS
Our brains can on average process limited information at time: by overwhelming the shopper with
information, we risk to block them and frustrate them
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IN
STORE
STIMULI
Clarity
Explicitness
Relevance
Colors and Visuals
No Clutter
Relevance

6. AMATI
& Associates
3. SELECTION
In-store selection process, actually begins with a de-selection of all that the shopper does not
find relevant, then he/she will focus on choosing the right product/ brand
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Colors and Visuals
No ClutterRelevance

7. AMATI
& Associates
4. VISION
Shoppers use peripheral vision to filter out: that means that while they shop there are blind
spots in their route
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• There are in store blind
spots
• Vertical Blocks of colors
attract attention, but if they
are too small they will not
attract attention and if they
are too large they will be
filtered out (e.g. wallpaper
effect)

8. AMATI
& Associates
5. TRIGGERS
In-store triggers help getting shopper’s brains attention, and avoid part of the isle is considered
clutter
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• Discontinuous Shelves (e.g. curved,
different profiles, varied lighting
intensities)
• Shelf Trays and Dividers
• Discontinuous Flooring
• Scents
• Music

9. AMATI
& Associates
6. ADJACENCY
Logical adjacency fit with the shopper desired experience and help drives volume
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LOGICAL
ADJACENCY
ILLOGICAL
ADJACENCY
• Shopper feels smart
• Provides an “aha ha”
effect
• Translate Planned
purchases in unplanned
purchases (or even
impulse)
• Store layout should be
built around shopper
insights not suppliers
portfolios
• Frustrating for the
shopper
• Does not promote cross
selling
• Makes shopping trip
more complicated and
shopper less in control

10. AMATI
& Associates
AMATI
& Associates
Registered address:
ul. Pułku Baszta 4A lok. 26,
02-649 Warszawa, polska
nip: pl 5213627346
url: www.filibertoamati.com
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