Part 2: Finding the 'Start Here' Point

The problem with determining the starting point of the "Information Buy Way" is that there is rarely one, clear point of departure for a shopper. Marketers looking for the 'Start Here' point during the pre-shop phase of the shopper's Path to Purchase can quickly become confused by the various decision-making influences. Further, looking at the trip from this vantage point fails to take into account where the shopper will be ultimately purchasing the product. Without that in mind the marketer will not know which messaging is most influential or how to create good synergy with retail partners or vendors.

Flipping the Paradigm: Beginning at the shelf and letting the message echo outward
Shopper Marketing experts MarketingLab recommend what might at first seem like a counterintuitive plan.

"We flip the traditional consumer marketing paradigm to make an effective shopper campaign," says Richard Butwinick, company President. "We call our way of thinking 'Insight Out.'"

MarketingLab's strategy is to start with key insights into the shoppers' value perceptions that take them from consideration to purchase. Since, on average, the store is where the majority of decisions are made, that is where the brand needs to make its winning engagement with the consumer. Therefore, store messaging is integral to the process of validating the beliefs the shoppers hold when entering the store. This is true even with planned, expensive purchases where a lot of pre-shopping is typical.

Further, if a marketer is looking to switch a purchase from one brand to another, in-store messaging is key.

"We look for a shopper proposition -- rooted in shopper insight -- that will be successful at influencing the purchase at the point closest to the moment of purchase," explains Butwinick. "To us, that is the center of the universe. If it does not work there it will not work further up the 'Buy Way.' If it is not meaningful to the shopper and retailer, it won't be as effective."

Once they've made the store-level connection with consumers, MarketingLab then identifies what touch points, messages and types of communication are resonating with the shoppers along their Buy Way.

"To be clear, each point and communication on the Information Buy Way has a role, be it to educate, demonstrate, close the sale, etc. We are saying that it is best to start at 'the end' so to speak," says Butwinick.

What does Path to Purchase marketing look like?
See for yourself in Best in Class examples from Wal-Mart, Target, Best Buy, Office Max and Publix.