5. People drop in & out of shopper mode at
any point, any place, any time
6. Emotion drives action &
rationalised behaviour…
"The essential difference between
emotion and reason
is that
emotion leads to action
while
reason leads to conclusions."
Canadian Neurologist Donald Calne
7. Consumer & Shopper mind-sets
are merging …the birth of Shopsumer
Consumer Mind-set Shopper Mind-set
8. The one path to purchase is dead
Need
Identified
Home
Home
On Way
to Store
Outside
of Store
End of or
In Aisle
At Shelf
On Pack
Purchase
Need
Fulfilled
9. Tradable vs. Non-tradable
Emotional Needs
Source: MCCP Shopper Insight Study
Source: MCCPTrendstream, Understanding the Irish Shopper In Home & In Store, June – Dec, 2011