Why we shop? (part2)

Continuing the search for the understanding of the reasons that lead people to shop, and following the previous post on this matter with the insights of Jim Pooler, a great deal of whats behind of why we shop is the emotional rewards we take from shopping.

Shopping is a way through  which people make decisions, and that puts them in control of having to make their own way. When taking such responsibility and somewhat complex decisions, the ego travels up into the feeling of power and independence, to take a choice based solely on our ability to think and decide what we want for us. In this way, shopping is empowering, so much as being able to be the best, biggest or the newest.

Sociology says we belong to groups within our society, and the feeling of belonging to something or someone is constantly present in our life’s. The constant path to follow trends and determined social group features is an human deep need and want that shopping allows to fulfill at its best. Buying certain kind of clothes to specific dress codes, acquiring well designed furniture and exclusive cars, joining determined clubs or entering communities, are all instruments we use to complete our sense of belongingness.

Is this expensive? so people buy it.. certain brands come as perfect for people to differentiate themselves from others and to stand-out from crowds. Overpriced items and well implemented brands are attractive, they bring along bragging rights that difficultly other material good can proportionate. Building a solid brand became extremely important for companies because people are willing to pay what they can to complete themselves socially, and be able to feel good bragging about how they position themselves in society. As Jim Pooler puts it, ”The primary use of such products, is to serve the emotional needs of their users.”

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The P&G hypermarket?

Have you imagined a P&G hypermarket, a Unilever supermarket , Kraft foods specialized store, or a Campbell’s mini-market.. ?

Retailers are getting such a strong control over FMCG that in cause is the future of many brands giants. In UK for instance (and many other countries), Tesco, Marks and Spencer and other retailers are having a whole portfolio of products ranging from low priced to premium products, presenting consumers a wide variety of interesting products at the same level of other brands.

Well developed retail stores with only their own brands are leaving no reason to choose others, and new concepts arise on the marketing of these brands and stores, making everything effectively more attractive. The knowledge and connection retailers can have on the consumer is huge.. targeting well which products should be on the shelves and how to market them.

On the side of the consumer, he or she is more rational on this type of shopping, rather than emotional - making some brands more vulnerable. When quality reaches the same point of well known brands, with lower prices or higher added value, their decision changes.

In the future I envision a P&G supermarket. A direct connection with consumers on a physical platform or a effective online shop spurring sales within new channels for this organizations – their own channel.

The cost of implementation could be crucial, the deterioration of relations with retailers would be a major factor, but maybe the cost of today’s profit shrinking is a sign change will happen.

 

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