Main shopper
The main shopper in any household is unlikely to be just in charge of the shopping. They will also probably take control of a lot of the tasks involved in running a household and in that sense are often juggling tasks. If that wasn’t enough, they are also probably holding down a job and subsequently seem to spend most of their time on the move. The Britain on the Move research illustrates how consumers use such travel time for life management and to think about everyday products they need to buy.
Whether they are on their way to the shops or picking the children up from school they spend a lot of the day Out of Home. The main shopper is very brand aware especially on household, FMCG and pharmaceutical products. Conscious of value they will recognise offers but will also take care to ensure that the brand meets their needs and the needs of their family. Combining this and the fact they are Out of Home a lot, Outdoor advertising is the best vehicle for reaching this audience with a brand message. The Mobile Pound research demonstrates that consumers who are heavily mobile are responsive to household advertising. They are 32% more likely to state “when I shop I look for new and interesting food items or brands I have seen advertised?” Similarly the Consumers on the Move in Europe research demonstrates that irrespective of location, mobile consumers have a higher personal and family income as well. They are more likely to buy well known brands, are inquisitive about trying new brands and spend the most on their grocery shopping.
Out of Home also offers one of the only opportunities of reaching families together. The car is one of the only places where the family will consume media together and subsequently the children also have their say on what brands they like which will influence the main shopper at the till. The Road to Enlightenment research specifically looks at when consumers come into contact with bus advertising whether this is on the school run, whilst commuting or when doing the main grocery shop.
Top-up shopper
The Top-up shopper is increasingly becoming the norm. Largely an urban audience the Top-up shopper leads a busy lifestyle that is led by spontaneity rather than planning. Instead of a big weekly shop where they find that half the produce goes into the bin at the end of the week they now espouse the daily Top-up shop. With the large supermarket brands opening smaller convenience stores in city centres to serve an urban audience this type of shopping is likely to increase. CBS Outdoor’s Bus mapping tool can visualise how advertising on bus and at Tube/rail stations will reach this audience in proximity to such convenience stores. This higher end audience is less driven by value and will be seeking premium brands. Experience is just as important as cost and this audience are extremely brand aware and willing to try new products spontaneously – see the Mobile Pound research.
Although willing to pay premium prices they actually see Top-up shopping as a cost saver in that they waste less and also feel that it boosts their green credentials for the same reason.
Retail shopper
Retail shopping is done in a different mindset to grocery shopping, particularly as we do it less often. When leisure shopping occurs consumers devote more time to it than they do to groceries; we expect more of an experience rather than pure functionality. Brand is more important than ever as our clothes and products project our own personalities. With a trend toward fast fashion and the speed at which designs get from catwalk to High Street, there is a bigger need to target consumers in the environment where they can buy. In fact research proves that a staggering 85% of consumers on the high street are there to buy something and Outdoor is by far the most consumed media before an act of purchase - see Consumers on the Move in Europe research. Mobile people spend more spontaneously and with the availability of credit on offer can see a handbag and buy it there are then. In particular, consumers perceive that bus advertising inspires them with ideas and has a great share of voice on the high street – see 10 reasons to use bus advertising research. Similarly Tube stations, particularly in central London, are always in close proximity to many retailers so advertising here is seen close to point of sale. All this helps explain why a massive two thirds of Tube users have actually bought a product as a result of an advert on the London Underground - see Project Siren research, whilst the figure for bus is also very impressive at 47% - see The Road to Enlightenment research.
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