The application of shopper psychology to change shopper behaviour

Join us for an exclusive one-day masterclass designed for marketing, category, shopper insights and sales teams in branded grocery companies, led by Tony Durham, former Director of Shopper Based Design (EMEA) at Procter & Gamble.

The shopper’s attention is the hardest thing to attract in an environment which is overwhelming, whether this is related to marketing material, packaging, POS or standing out in-store or online.

To be successful, it is necessary to understand how humans make choices of where to focus, what attracts their attention, what holds their attention, what triggers previously learned brand associations and how to ensure you win this attention from competitors. In today’s fiercely competitive grocery landscape, understanding why shoppers do what they do and knowing how to influence and change shopper behaviour is the key to driving sales and brand loyalty.

This masterclass will equip you with the insights and strategies to:

• Understand how to influence Shopper Behaviour – Learn the small changes you can make to influence purchasing decisions.
• Understand how to Attract Attention – learn how the brain decides where to direct its focus and how to hold it.
• Give shoppers a Reason to Change – Influence and shift beliefs to change behaviour at the point of sale.
• Gain Shopper Attention – Master packaging and in-store materials that cut through the noise and encourage the shopper to make a decision to buy now.
• Create a Seamless Brand Story – Ensure every touchpoint, from advertising to packaging, works together for maximum impact.