Whenever we enter a store, either pushing a shopping cart down the aisles or surfing the web and e-shopping, we rarely think about how many different product categories exist. That is perfectly normal, and it would be odd otherwise.
However, marketing explains that all these products belong to different macro-categories, each with specific characteristics and methods of purchasing. Therefore, we decided to take you on a journey, exploring several possibilities to make you aware of your purchase habits as well as your business offerings.
Marketing is such a vast field, and so are the strategies it offers. Let's only consider the three macro-categories discussed and focus on them.
How often do cashiers ask you if you have a loyalty card?
That is one of the strategies most used with convenience goods; it is a fundamental step in customer loyalty management and offers plenty of benefits.
Among the many types of cards, here are two:
When talking about consumer goods, one of the factors to consider is that people tend to select the store first and think about their shopping list only later, which does not take into account impulsive purchases.
This results in two additional strategies: brand loyalty, improved through advertisement to increase the business visibility, and shelf marketing, which refers to how products appear on the shelves. Nothing should be left to chance, as the display can affect customers and make them buy what is most convenient for the store. Have you noticed that new and discounted products are at eye level, not too high, and not too low?
Shopping goods, just like specialty goods, require completely different strategies. In place of fast and frequent purchases, research and reasoned choices entail information content (such as product info sheet, the more detailed, the better) and storytelling. Since the products in the two categories are different, storytelling needs to adapt in two diverse ways: on the one hand, it will focus on product quality, usage, and characteristics (especially when it can make things easier and quicker); on the other, it will highlight the emotions linked to the luxury item, what it conveys and how it makes the buyer feel.
A simple but effective example is car advertising. Accessories and characteristics are rarely the focus of such ads—one can discover them with the dealer or online. What matters is where you can travel to, the soundtrack playing in the background as you return from a perfect date, and the impression you will make on neighbors thanks to your roomy trunk.
Absolutely! Every product category has its strategy and privileged channels.
Then, what are they?
Convenience goods are perfect for TV commercials: brief, in a row, straightforward, between your favorite programs. A quick purchase needs a quick communication strategy.
Shopping goods require further details. Therefore, the channels change dramatically, shifting toward online and printed articles, posts, and newsletters. Speed is not necessary, but immediacy in obtaining the desired information is.
What about specialty goods? Emotional products are something else. Even though they often use channels typical of other product categories (TV commercials, for example), their preferred one is online communities: people sharing similar passions, news, solutions, reviews, and tips concerning the products they care for.
Have you identified the macro-category related to your business yet? Start devising the most appropriate strategy for your products! Tell us all about it: we cannot wait to accompany you and your brand on this wonderful path!