Draftfcb's Lucas: Shopper Marketing Is More Than Just Shelf Talkers


BW: As a shopper, I don’t notice anything different these days. Nothing seems to jump out at me from the shelves. Is that just me?
JL: It depends on what’s going on the shelves. The stuff that they’re most focused on right now is the center of the store because those are the aisles where you might see only 16 percent of people go into those aisles. So if you’re working those categories, how do you make them interesting? You see stuff like a P&G will come into laundry stuff and talk about the [seven] signs of clean which they tie into shoppers are cutting back and not doing as much dry cleaning so here’s how your clothes can look good. There are a lot of things that they’re doing in the center of the store category that are starting to evolve. 

BW: What are they doing in the cereal aisle?
JL: They’re expanding the number of shelf sets in the category to figure out which one works the best. Safeway did one which they organized by daypart and Shop and Stop will have it organized by most people’s decision tree [so kids’ cereals and good-for-you cereals, for instance, will be presented together.]

BW: Safeway does it by dayparts?
JL: What they’ve done is they’ll have a breakfast aisle, a lunch aisle, they’ve got a dessert aisle. They’re starting to organize them in a slightly different way.

BW: When you bring up shopper marketing, most people think it’s about shelf talkers and things like that, but you’re saying it also involves aligning products together in a new way.
JL: Absolutely.