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Wim Hameakers, Haystack, on the choices made by consumers:

How do you win in the supermarket?

How can you change shoppers into buyers? People who are in a supermarket, have a lot of choice. We have to help them. In an average supermarket there are 20,000 to 30,000 SKU's, or unique products. Of them, 200 to 300 go home with people. This means that you have to define yourself as a brand."

This was said by Wim Hamaekers of Haystack during the International Strawberry Congress. He presented various interesting facts about consumer behaviours. Haystack uses eye-tracking, among others, to detect consumer behaviour and to see how people make decisions. This is done partially consciously, but mostly unconsciously."

He gives an example. "When people focus on a certain product or brand and they look for it in the supermarket, then the rest is 'blurred; or vague. It's important to work on branding and be recognisable to the consumer. In the book 'How brands grow' this is explained well, according to Wim. He names the beer brand Carlsberg as an example of a recognisable brand, as it is recognisable even if the name isn't used in an advert, just the letters.


Wim indicates that people decide based on various things. "Important parts are colour, shapes, numbers and words. We use various tools, including eye tracking, neuro research  EEG&GSR and virtual reality. This helps us understand the consumer even further."

How do you win in the store?
According to Wim there are five things to watch when positioning your products in the store. The first tip he gave is 'be visible'. Here he showed an example of a striking white box with Hoogstraten strawberries, in which the colour contrast was clearly visible. He also indicated that it is important for people to remember you. "It's good not to put too much information on the packaging! Including on the 'tag' on the product. A lot of people don't even read this." Besides these two aspects, Wim also mentioned that as a brand and/or product has to be 'relevant', 'consistent' and 'unforgettable' to really stand out. "Make it easier for the shopper."

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Publication date: 9/15/2017


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