In shopper marketing clarity is very important. Key messages, especially in-store and digital should be simple and to the point. If things get too complex, shoppers will resort to the cheapest price.
Shoppers will also look for familiar cues of trust and re-assurance. Combine relevant value messages with these valuable equities. Shoppers are looking for re-assurance that they are making the right choices.
Be transparent and don’t sell people what they don’t need – you will lose their trust and loyalty and in the end your sales will go down.