The U.S. is statistically over-stored and Americans, as a result, are over-served with product options. This has, in turn, led shoppers make purchases based on their potential to transform them – to make them better. We call this “The Transformation Expectation,” and it’s an increasingly important component of retail marketing. This session is about understanding the “deeper motivations” that now guide product choice and why manufacturers, retailers and agencies need to think beyond traditional concepts like intrinsic benefits and product performance. Today’s shoppers buy many products with an expectation that their purchases offer a level of personal transformation, making them smarter, better and/or more of something they truly desire. Attendees will:
- Hear the latest research that proves that shoppers not only buy a product’s function, but also buy the potential of a product to transform the purchaser.
- Understand “The Transformation Expectation” that guides most shopper decisions today as a way of thinking about the real value of a purchase to the buyer.
- Explore three rules to keep in mind when creating whole-person shopper insights that are required for understanding consumer and shopper expectations for transformation.