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What You Say vs. How You Say It

Monday, September 16th, 2013

Shopper marketing is a lot about changing habits—and part of the reason changing habits (and shopper marketing) is so challenging is because people don’t always listen (or they selectively listen to things they find interesting or helpful or exciting). That’s why information alone does not necessarily change habits. But, if you can deliver information in a creative or different way, you may be able to grab their attention and even change their habits. Case in point, the Surgeon’s General warning on each pack of cigarettes vs. the Truth® campaign.

I recently had my own mini experience with impactful, information that changed my own habits. I was at Mod Market the other day, patiently waiting for my order (receipt in hand because it had my pick-up number). Usually, I would toss the receipt aside and just remember the number. But, when I looked down it didn’t look like a typical receipt (see image to the left). It had a large grid that outlined each item’s calories, fat, carbs and protein AND a large black box that said “turn me over.” I was so intrigued, I did. The back of the receipt not only had more trivia but a coupon and a request for feedback.

I am not sure I would have noticed (or read) the same information had it not been shown to me in this atypical fashion. This simple execution shows that creatively packaging information for the given medium can help you tell (and sell) your story. Though it was only a receipt with a couple of black boxes and a grid, it stood out and made me think twice about what I was about to eat (and what I was going to get next time). What have you seen recently that surprised you or made you look twice?

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