Let’s start with a question…
If you could have ONE superpower, which would you pick?
Got an answer?
OK, let’s see how that compares with the rest of the British public. Earlier this year YouGov asked people this question. These were the top 5 answers.
- 19% said invisibility.
- 15% said the ability to fly.
- 7% said teleportation.
- 7% said time travel.
- 6% said healing powers.
Women were even more likely to pick invisibility. Pretty sneaky. Men were more likely to pick flight. Probably in a superhero costume. Younger people (18-24 year olds) were most likely to pick teleportation. The Harry Potter effect.
One or two missed the point, with answers such as “being as fit as I was at 20,” or “being able to see without glasses,” or “to get housework done like Mary Poppins.”
Whatever superpower people went for, most of us wanted one (only 2% didn’t.)
So, if you ever get one, use it wisely.
Why are we talking about this? Competition in the FMCG industry is HUGE.
It’s huge within a category. Just think about the number of options (different brands, segments, variants) in the category you operate in.
It’s huge across categories. If you’re a snack, you’re competing with all other snacks. If you’re a drink, you’re competing with all other drinks. If you’re a meal ingredient, you’re competing with all other meal ingredients.
Everyone is battling for shopper attention. Battling for this purchase. Then back into battle for the next purchase. Then the next one. And the next one.
We think there are a few things that can make a BIG difference to whether or not you win that battle. Things that significantly increase the chances of shoppers buying (and continuing to buy) your category or brand.
We call them the Shopper SUPERPOWERS.
There are 5 of them. Over the next 5 weeks we will release a blog on each one. Here is a short summary to get us started…
Superpower #1 Accessibility. This is about being within arm’s reach. Being really easy to buy. Being in all the right stores and outlets. Being in the right locations in store. It will increasingly be about automatic purchasing. Don’t fight for each purchase, when you can lock it in.
Superpower #2 Visibility. This is about being instantly recognisable. Communication that reinforces your visual identity. Signage that directs shoppers to your category. Displays that disrupt shoppers. Pack designs that leap off the shelf.
Superpower #3 Simplicity. This is about being really easy to process. Layouts and merchandising that are intuitive. Stripped back design that directs shopper attention. Messaging that is easily understood. That uses few words. Short words. Everyday language.
Superpower #4 Clarity. This is about being the obvious choice. Framing choices in the most effective way for shoppers. Being specific – focusing on the single most important thing you can say. Being distinctive – saying something only you can say.
Superpower #5 Consistency. This is about being uncomfortably consistent. Recognising that you get bored well before shoppers ever do. It’s about consistency over time. Consistency across touchpoints. Consistency across (relevant parts of…) your portfolio. It’s easier for you. It’s much easier for shoppers.
So, five shopper SUPERPOWERS. The more you have the more you will sell.
You can be the Clark Kent of the FMCG world.
Or you can be Superman.
Feel free to forward. Have a great weekend. Speak to you next week.