Part II in the Category Management 101 Series (Shopper and Consumer Insights)

Are you Confused about the difference between shopper and consumer insights? ‍

It’s a topic that comes up a lot in business among Marketing, Sales, and Category Management professionals. 

Quick and Fun Example on the Difference

You are in a Pet Store looking for food and toys for your favorite furry friend.  Your pet may/may not be with you at the time, but how do you decide on the food (Brand, Flavor, Size, Type)?

What are the Differences in terms of Retailers?

Shopper Insights is the “detective work” of buying.  They answer questions like:

• When and where do people buy groceries in Publix?  Are the weekend warriors or weekday lunch-grabbers?
• What influences their choice of Cereal in Target?  Is it price, brand mascot, or the promise of “whole grains.”
• What pain points do they experience in the checkout line in Walmart?  Are they frustrated with long wait times of confusing self-checkout options?

Consumer Insights is the “psychological lens” of product use. They answer questions like:

• Who are the “health-conscious parents” buying organic produce at Whole Foods?  What are their values and aspirations?
• What are the motivations behind a millennial choosing a specific brand of makeup at Target?  Is it the influencer endorsement?
• What emotional connection do people have with the brand “Walmart?”  Do they feel like its their store and the one-stop shop for their needs?

Feature	Shopper Insights	Consumer Insights
Focus	The Act of Buying	The product use and experience
Data Source	Purchase data, website analytics, in-store observations	Surveys, Interviews, Social media analysis
Applications	Optimize sales and marketing efforts	Inform product development and brand positioning

Combining Knowledge of both Insights, you gain a 360 view of your audience.

• Optimize your store layout and product placement.
• Craft targeted promotions and campaigns that resonate.
• Reduce friction points and create a smooth shopping experience.
• Develop products that your target audience truly wants.
• Craft messaging that speaks to their hearts and minds.
• Build a strong brand identity and foster an emotional connection.

Retail Examples of Applying Shopper and Consumer Insights

• Kroger used shopper research to understand the frustration by long checkout lines. The research led to them implementing a new self-checkout system that reduces wait times and improved shopper satisfaction.
• Target used consumer insights to understand that Millennial shoppers were very interested in sustainable products.  Leading to the launch of the Everspring line, a variety of eco-friendly products (Food, Clothing, etc).
• Walmart used both shopper & consumer insights to develop new store layouts, like the Neighborhood Market. A smaller footprint, easier to navigate/shop format that Walmart developed based on how people moved through the stores.

Ready to level up the marketing and sales game? It’s time to focus on both shopper and consumer insights reach out to us at Catman Analytics or the many others that do both Category Management and Shopper / Consumer Research type work!

Link to Part III in the series

Series Navigation

<< Retailer’s Secret Weapon for winning the shopper, Category ManagementDissecting the Shopper Journey, How to Win their Hearts and Minds >>