Depending on what kind of item or category you’re purchasing, you might be in ‘auto-pilot’ mode (grab and go), ‘seeking variety’ mode, (seeking new tastes and formats), highly susceptible to ‘buzz’ mode (and open to engaging advertising) or are simply on the hunt for a bargain (on the lookout for price discounts and promotions).

“Shoppers don’t waste energy on everyday decisions. To simplify their lives, they often shop in grab-and-go mode, reaching for the brands they usually buy without reading the label or checking the price,” says Lennart Bengtsson, president of Nielsen Eastern Europe, Middle East and Africa (EEMEA).

Habitual buys

“At these times, they are on auto-pilot, brand choice is highly habitual and in these moments shoppers are not in the mood to try anything new, and marketers need to tailor their strategies to reach them.” Items such as coffee, cereal, cheese, margarine and mayonnaise fall within a shoppers’ ‘auto-pilot’ mode.

So how do marketers try to target you when you’re in an ‘auto-pilot’ mode? They'll look to grab your attention when you’re disrupted by external stimuli... thereby allowing yourself to re-evaluate your decision and look at new offers.

The same rules however don’t apply in ‘buzz-activated’ categories. Buzz-activated categories include energy and sports drinks, chocolate, ready-to-drink tea and yoghurt drinks. In these instances, you’ll find your radar is fully turned on as you actively explore alternatives.

Exciting ads

If you’re in this mode, marketers will try to target you through exciting advertising: new introductions, for example, and innovative packaging that leaps off the shelves to grab your interest and attention.

The study also found chocolates (with a high rate of brand extensions and new ‘flavours’) also resonated with the dynamics of buzz-activated strategies.

With ‘variety-activated’ categories, auto-pilot is also often switched off when shoppers cruise frozen foods and cold cereal aisles. This will happen when you’re getting bored with the same choices, or you’re seeking internal affirmation as the household “chef” that you can deliver variety and surprise in your role.

Trading your body language

Biscuits, chewing gum and salad dressings generally fall into the variety-seeking shopper mode.

On the other hand, ‘bargain-hunted’ activated categories are driven by purely price comparison and promotions. These include canned tuna, canned tomatoes, cheese, canned fruit and even pasta sauce.

“It all comes down to marketers knowing what ‘mode’ shoppers are in when they shop for specific products or categories,” says Bengtsson.

This means marketers aim to strike while the iron’s hot, tracing your body language while you’re shopping and knowing what buttons to push.