Our omnichannel world has changed shopper behaviour and is forcing manufacturers and retailers to revisit the way they think about Point of Sales (POS) activations – the crucial moment in a customer’s decision journey where they are encouraged complete a purchase.
Price promotion strategies are becoming less effective for driving sales today, but many marketers continue to use POS activations that focus on price, by offering discounts, for example.
Not all POS activations need to be focused on price. Turning to behavioural science, we set out how certain concepts that can inform new POS activation strategies, including:
- Vicarious goal fulfilment
- Loss aversion
In order to develop new POS activation solutions, marketers need to map the consumer decision journey in their category, identify the dominant journey paths, and then leverage behavioral science to nudge shoppers in different paths to desired behaviors.
Read our white paper to find out more on how to go beyond price promotions to drive sales.
Web Session: Looking beyond automotive – emotional branding in other sectors
Without doubt, the COVID-19 crisis has shown that consumers’ purchase behaviour is changing. In these uncertain times, customers and consumers are more than ever looking for reliable and trustworthy brands. In our web session, we will explore how we can learn from other industries to support the automotive sector in building and maintaining strong brands in times of crisis.
Web-Seminar: How to win consumers over through health benefits in the yogurt category
Today it is challenging to understand consumer behaviors and drivers when it comes to their buying habits and needs. That is why DuPont Nutrition & Biosciences partnered with IPSOS to conduct qualitative consumer research to understand better the consumer drivers for choosing yogurts with additional health benefits, the ingredients that relate to these health benefits and how consumers relate to them. In this web seminar we will take you through some of the results of this study and introduce you to some new concepts and ideas to be able to answer the consumer demand for additional health benefits in yogurts.