From Anthropology to Shopper Marketing: The new era of advertising

I started out as an Anthropologist. Looking at cultures, trying to decipher what their rituals meant to the people enacting them. Switching over to UX meant reversing that process, creating rituals to help people better explain and navigate through their world. Advertising, and particularly Shopper Marketing, is a space where these efforts are overt, providing an excellent object lesson on any effort to create a new product, a new habit, a new ritual. Presented at DePaul University, October 2010.

Transcript

1. Advertising from the perspective of a Planner living in the world of Shopper Marketing. . .
6. So what’s ths shopper marketing thing?
7. Horse Pirate Smell like a man Monster
10. what’s in a store !   Your average supermarket carries between 30,000 - 50,000 items !   Typical household buys only 300-400 distinct items per year !   About 150 of these are ‘regular purchases’ that are bought at least once every 3months... this obviously leans heavily toward food items. !   In an average-sized supermarket there are 4,600 display items (Not including packaging) !   Less than 20% of passing customers even glance at a display •  • Only around 6% take any action**
11. YES IT IS ALL FOR SALE!!!!! Drug Store More drugstore . . .
12. Clean store policy
13. Assets you own
15. why we shop changes
16. Help to plan
17. what are you searching for?
18. Get social
19. Where to go?
20. What about RIGHT NOW?
21. Beyond a deal . . .
22. Permission marketing
23. . . . what’s next?