{"id":538,"date":"2021-10-09T23:39:09","date_gmt":"2021-10-09T23:39:09","guid":{"rendered":"http:\/\/baominhtoan.com\/?p=538"},"modified":"2025-08-12T08:02:06","modified_gmt":"2025-08-12T08:02:06","slug":"thau-hieu-shopper-insight-de-cai-thien-6-chien-thuat-in-store","status":"publish","type":"post","link":"https:\/\/baotoanminh.com\/en\/thau-hieu-shopper-insight-de-cai-thien-6-chien-thuat-in-store\/","title":{"rendered":"Th\u1ea5u Hi\u1ec3u Shopper Insight \u0110\u1ec3 C\u1ea3i Thi\u1ec7n 6 Chi\u1ebfn Thu\u1eadt In-Store"},"content":{"rendered":"<p>B\u00e1n l\u1ebb l\u00e0 m\u1eb7t tr\u1eadn kh\u1ed1c li\u1ec7t v\u00e0 quan tr\u1ecdng, n\u01a1i kh\u00e1ch h\u00e0ng th\u1eadt s\u1ef1 m\u1edf h\u1ea7u bao v\u00e0 chi tr\u1ea3 cho s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p. Ch\u1eafc h\u1eb3n, ai c\u0169ng bi\u1ebft r\u1eb1ng th\u1ea5u hi\u1ec3u kh\u00e1ch mua h\u00e0ng l\u00e0 n\u1ec1n t\u1ea3ng quan tr\u1ecdng \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u thi\u1ebft k\u1ebf c\u00e1c ho\u1ea1t \u0111\u1ed9ng t\u1ea1i \u0111i\u1ec3m b\u00e1n nh\u1eb1m t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh c\u1ee7a h\u1ecd. Nh\u01b0ng c\u1ee5 th\u1ec3 th\u00ec, ch\u00fang ta c\u00f3 th\u1ec3 l\u00e0m t\u1ed1t h\u01a1n nh\u01b0 th\u1ebf n\u00e0o nh\u1edd v\u00e0o Shopper Insight?<\/p>\n\n\n\n<p>\u0110\u1ec3 chi\u1ebfn th\u1eafng cu\u1ed9c chi\u1ebfn in-store, ng\u01b0\u1eddi l\u00e0m marketing ph\u1ea3i th\u1ea5u hi\u1ec3u \u0111\u01b0\u1ee3c Shopper \bInsight, v\u00e0 bi\u1ebft c\u00e1ch v\u1eadn d\u1ee5ng ch\u00fang v\u00e0o thi\u1ebft k\u1ebf chi\u1ebfn l\u01b0\u1ee3c \u0111i\u1ec3m b\u00e1n hi\u1ec7u qu\u1ea3. H\u00f4m nay, t\u00f4i mu\u1ed1n chia s\u1ebb bao qu\u00e1t v\u1ec1 nh\u1eefng chi\u1ebfn thu\u1eadt m\u00e0 th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 v\u1eadn d\u1ee5ng&nbsp;t\u1ea1i \u0111i\u1ec3m b\u00e1n n\u1ebfu hi\u1ec3u v\u1ec1 ng\u01b0\u1eddi mua c\u1ee7a h\u1ecd.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1.&nbsp;\u0110\u1ed5i m\u1edbi v\u00e0 c\u1ea3i ti\u1ebfn bao b\u00ec s\u1ea3n ph\u1ea9m<\/h3>\n\n\n\n<p>Bao b\u00ec l\u00e0 c\u00f4ng c\u1ee5 h\u1eefu hi\u1ec7u \u0111\u1ec3 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn h\u00e0nh vi v\u00e0 t\u00e2m l\u00fd&nbsp;Shopper ngay t\u1ea1i \u0111i\u1ec3m b\u00e1n. N\u00f3 g\u1ea7n nh\u01b0 l\u00e0 \u0111i\u1ec3m ch\u1ea1m cu\u1ed1i c\u00f9ng (ch\u1ec9 sau gi\u00e1 c\u1ea3) trong vi\u1ec7c ra quy\u1ebft \u0111\u1ecbnh mua. N\u00ean ch\u00fang th\u01b0\u1eddng \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf th\u1eadt n\u1ed5i b\u1eadt tr\u00ean qu\u1ea7y k\u1ec7, v\u1edbi ki\u1ec3u d\u00e1ng s\u00e1ng t\u1ea1o (nh\u01b0ng v\u1eabn n\u1eb1m trong khu\u00f4n kh\u1ed5 chi ph\u00ed) \u0111\u1ec3 h\u00fat l\u1ea5y \u00e1nh nh\u00ecn c\u1ee7a Shopper. B\u00ean c\u1ea1nh \u0111\u00f3, phong c\u00e1ch thi\u1ebft k\u1ebf v\u00e0 c\u00e2u ch\u1eef th\u00f4ng \u0111i\u1ec7p c\u0169ng gi\u00fap kh\u01a1i g\u1ee3i c\u1ea3m x\u00fac v\u00e0 s\u1ef1 tin t\u01b0\u1edfng n\u01a1i kh\u00e1ch h\u00e0ng. Ch\u1eb3ng h\u1ea1n th\u01b0\u01a1ng hi\u1ec7u Me-o, s\u1ea3n ph\u1ea9m b\u00e1nh \u0103n v\u1eb7t cho th\u00fa c\u01b0ng, thi\u1ebft k\u1ebf m\u1ed9t ch\u00fa m\u00e8o \u201cho\u00e0ng th\u01b0\u1ee3ng\u201d c\u1ef1c \u0111\u00e1ng y\u00eau tr\u00ean bao b\u00ec \u0111\u1ec3 d\u1ec5 d\u00e0ng \u0111\u1ed1n ng\u00e3 tr\u00e1i tim nh\u1eefng ng\u01b0\u1eddi y\u00eau m\u00e8o.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. L\u1eadp danh m\u1ee5c s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p cho t\u1eebng k\u00eanh<\/h3>\n\n\n\n<p>M\u1ed9t doanh nghi\u1ec7p th\u01b0\u1eddng c\u00f3 danh m\u1ee5c s\u1ea3n ph\u1ea9m \u0111a d\u1ea1ng (chia theo ch\u1ee7ng lo\u1ea1i, \u0111\u1ecbnh d\u1ea1ng v\u00e0 \u0111\u1ecbnh l\u01b0\u1ee3ng) nh\u1eb1m \u0111\u00e1p \u1ee9ng nhu c\u1ea7u \u0111a d\u1ea1ng c\u1ee7a kh\u00e1ch h\u00e0ng, \u0111\u1ed3ng th\u1eddi t\u1ed1i \u01b0u chi ph\u00ed v\u1eadn h\u00e0nh. \u0110\u1ec3 l\u1eadp \u0111\u01b0\u1ee3c danh s\u00e1ch h\u00e0ng ho\u00e1 ph\u00f9 h\u1ee3p \u0111\u01b0a v\u00e0o h\u1ec7 th\u1ed1ng b\u00e1n l\u1ebb, th\u01b0\u01a1ng hi\u1ec7u ph\u1ea3i th\u1ea5u hi\u1ec3u Shopper Insight theo t\u1eebng k\u00eanh. Ch\u1eb3ng h\u1ea1n v\u1edbi ng\u00e0nh h\u00e0ng bia, nh\u1eefng kh\u00e1ch h\u00e0ng s\u1eed d\u1ee5ng t\u1ea1i qu\u00e1n nh\u1eadu b\u00ecnh d\u00e2n c\u00f3 khuynh h\u01b0\u1edbng mua bia d\u1ea1ng chai, nh\u01b0ng khi v\u00e0o c\u00e1c qu\u00e1n bar\/ pub l\u1ea1i \u01b0a d\u00f9ng d\u1ea1ng bia t\u01b0\u01a1i h\u01a1n, c\u00f2n l\u00fac mua v\u1ec1 nh\u00e0 u\u1ed1ng c\u00f9ng b\u1ea1n b\u00e8 th\u00ec mu\u1ed1n d\u00f9ng d\u1ea1ng lon \u0111\u1ec3 d\u1ec5 v\u1ee9t b\u1ecf.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. \u0110\u1ecbnh gi\u00e1 theo k\u00eanh<\/h3>\n\n\n\n<p>M\u1ed7i k\u00eanh b\u00e1n l\u1ebb trung gian s\u1ebd c\u00f3 c\u00e1ch \u0111\u1ecbnh gi\u00e1 kh\u00e1c nhau, tu\u1ef3 thu\u1ed9c v\u00e0o t\u1eadp Shopper m\u00e0 h\u1ecd nh\u1eafm \u0111\u1ebfn. V\u00ed d\u1ee5 nh\u01b0, c\u00e1c chu\u1ed7i c\u1eeda h\u00e0ng ti\u1ec7n l\u1ee3i th\u01b0\u1eddng c\u00f3 m\u1ee9c gi\u00e1 b\u00e1n l\u1ebb cao h\u01a1n so v\u1edbi t\u1ea1p ho\u00e1 truy\u1ec1n th\u1ed1ng, v\u00ec nh\u1eefng gi\u00e1 tr\u1ecb gia t\u0103ng trong tr\u1ea3i nghi\u1ec7m mua s\u1eafm m\u00e0 h\u1ecd mang \u0111\u1ebfn. Hay gi\u00e1 b\u00e1n lon n\u01b0\u1edbc ng\u1ecdt trong nh\u00e0 h\u00e0ng lu\u00f4n cao h\u01a1n t\u1ea1i si\u00eau th\u1ecb c\u0169ng v\u00ec l\u00fd\u00a0do tr\u00ean. Do v\u1eady, c\u00e1c nh\u00e3n h\u00e0ng c\u1ea7n th\u1ea5u hi\u1ec3u m\u1ee9c \u0111\u1ed9 ch\u1ea5p nh\u1eadn c\u1ee7a Shopper \u0111\u1ed1i v\u1edbi s\u1ef1 kh\u00e1c bi\u1ec7t trong m\u1ee9c gi\u00e1 gi\u1eefa c\u00e1c k\u00eanh b\u00e1n l\u1ebb \u0111\u1ec3 c\u00f3 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 ph\u00f9 h\u1ee3p.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"http:\/\/baominhtoan.com\/wp-content\/uploads\/2021\/10\/supermarket-435452_1920-1024x576-1.jpg\" alt=\"\" class=\"wp-image-539\" srcset=\"https:\/\/baotoanminh.com\/wp-content\/uploads\/2021\/10\/supermarket-435452_1920-1024x576-1.jpg 1024w, https:\/\/baotoanminh.com\/wp-content\/uploads\/2021\/10\/supermarket-435452_1920-1024x576-1-300x169.jpg 300w, https:\/\/baotoanminh.com\/wp-content\/uploads\/2021\/10\/supermarket-435452_1920-1024x576-1-768x432.jpg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">4. C\u00e1c ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng th\u01b0\u01a1ng hi\u1ec7u trong c\u1eeda h\u00e0ng<\/h3>\n\n\n\n<p>Ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng t\u1ea1i \u0111i\u1ec3m b\u00e1n kh\u00e1 \u0111a d\u1ea1ng, nh\u01b0ng nh\u00ecn chung c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e2n th\u00e0nh 2 nh\u00f3m v\u1edbi 2 m\u1ee5c \u0111\u00edch s\u1eed d\u1ee5ng kh\u00e1c nhau. Nh\u00f3m POSM c\u00f3 k\u00edch th\u01b0\u1edbc l\u1edbn, m\u00e0u s\u1eafc n\u1ed5i b\u1eadt v\u1edbi th\u00f4ng \u0111i\u1ec7p \u0111\u01a1n gi\u1ea3n nh\u01b0 c\u00e1c poster l\u1edbn treo tr\u00ean tr\u1ea7n nh\u00e0 d\u00f9ng \u0111\u1ec3 thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a Shopper t\u1eeb xa. C\u00f2n m\u1ed9t nh\u00f3m n\u1eefa l\u00e0 POSM \u0111\u01b0\u1ee3c \u0111\u1eb7t ngay tr\u00ean qu\u1ea7y k\u1ec7 \u0111\u1ec3 thu h\u00fat s\u1ef1 quan t\u00e2m, cung c\u1ea5p th\u00f4ng tin v\u1ec1 s\u1ea3n ph\u1ea9m th\u1eadt h\u1ea5p d\u1eabn \u0111\u1ec3 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua c\u1ee7a h\u1ecd.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Ho\u1ea1t \u0111\u1ed9ng ho\u1ea1t n\u00e1o t\u1ea1i \u0111i\u1ec3m b\u00e1n (Trade activation)<\/h3>\n\n\n\n<p>Trade activation l\u00e0 ho\u1ea1t \u0111\u1ed9ng t\u1ea1o n\u00ean tr\u1ea3i nghi\u1ec7m t\u01b0\u01a1ng t\u00e1c tr\u1ef1c ti\u1ebfp v\u1edbi ng\u01b0\u1eddi mua s\u1eafm, l\u00f4i k\u00e9o kh\u00e1ch \u0111\u1ebfn gian h\u00e0ng \u0111\u1ec3 d\u00f9ng th\u1eed s\u1ea3n ph\u1ea9m l\u00e0 m\u1ed9t lo\u1ea1i h\u00ecnh ho\u1ea1t n\u00e1o kh\u00e1 ph\u1ed5 bi\u1ebfn. Nh\u01b0ng \u0111\u1ec3 tri\u1ec3n khai hi\u1ec7u qu\u1ea3, \u0111i\u1ec3m b\u00e1n l\u1ebb c\u1ea7n ph\u1ea3i c\u00f3 kh\u00f4ng gian tr\u1ea3i nghi\u1ec7m r\u1ed9ng r\u00e3i v\u00e0 tho\u1ea3i m\u00e1i. Do v\u1eady, ch\u00fang th\u01b0\u1eddng ch\u1ec9 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n t\u1ea1i c\u00e1c h\u1ec7 th\u1ed1ng si\u00eau th\u1ecb t\u1ea7m trung cho \u0111\u1ebfn \u0111\u1ea1i si\u00eau th\u1ecb. M\u1ed9t qu\u1ea7y n\u1ea5u th\u1eed s\u1ea3n ph\u1ea9m k\u1ebft h\u1ee3p t\u01b0 v\u1ea5n dinh d\u01b0\u1ee1ng v\u00e0o cu\u1ed1i tu\u1ea7n trong h\u1ec7 th\u1ed1ng \u0111\u1ea1i si\u00eau th\u1ecb s\u1ebd kh\u00e1 thu h\u00fat v\u1edbi c\u00e1c b\u00e0 n\u1ed9i tr\u1ee3, b\u1edfi khi \u0111\u00f3 h\u1ecd th\u01b0\u1eddng \u0111i mua s\u1eafm trong t\u00e2m tr\u1ea1ng tho\u1ea3i m\u00e1i s\u1eb5n s\u00e0ng \u0111\u1ec3 tr\u1ea3i nghi\u1ec7m \u0111i\u1ec1u m\u1edbi.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Khuy\u1ebfn m\u1ea1i<\/h3>\n\n\n\n<p>Gi\u1ea3m gi\u00e1 tr\u1ef1c ti\u1ebfp l\u00e0 lo\u1ea1i h\u00ecnh khuy\u1ebfn m\u1ea1i m\u00e0 m\u1ecdi ng\u01b0\u1eddi \u0111\u1ec1u \u01b0u th\u00edch, nh\u01b0ng tr\u00ean g\u00f3c \u0111\u1ed9 th\u01b0\u01a1ng hi\u1ec7u th\u00ec \u0111\u00f3 l\u00e0 vi\u1ec7c c\u1ea7n h\u1ea1n ch\u1ebf. \u0110\u1ec3 thi\u1ebft k\u1ebf th\u1ec3 l\u1ec7 khuy\u1ebfn m\u1ea1i h\u1ee3p l\u00fd&nbsp;v\u00e0 h\u1ea5p d\u1eabn, nh\u01b0ng kh\u00f4ng l\u1ea1m d\u1ee5ng vi\u1ec7c gi\u1ea3m gi\u00e1 s\u00e2u li\u00ean t\u1ee5c, c\u1ea7n s\u1ef1 th\u1ea5u hi\u1ec3u t\u1ed1t v\u1ec1 Shopper Inisght. Nh\u01b0 c\u00e1c t\u1eadp kh\u00e1ch h\u00e0ng l\u00e0 gia \u0111\u00ecnh tr\u1ebb thu\u1ed9c th\u1ebf h\u1ec7 Millenials th\u01b0\u1eddng mua b\u1ec9m, s\u1eefa cho con t\u1ea1i c\u00e1c chu\u1ed7i chuy\u00ean bi\u1ec7t nh\u01b0 Concung hay Bibo Mart. Khi \u0111\u00f3 h\u1ecd th\u01b0\u1eddng k\u1ef3&nbsp;v\u1ecdng kh\u00e1m ph\u00e1 ra nh\u1eefng s\u1ea3n ph\u1ea9m \u0111\u1ed9c \u0111\u00e1o, c\u00f3 l\u1ee3i \u00edch \u0111\u1eb7c s\u1eafc v\u00e0 ngu\u1ed3n g\u1ed1c ngo\u1ea1i nh\u1eadp. Hi\u1ec3u \u0111i\u1ec1u \u0111\u00f3, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 tri\u1ec3n khai ho\u1ea1t \u0111\u1ed9ng khuy\u1ebfn m\u1ea1i nh\u01b0 mua h\u00e0ng t\u1eb7ng n\u01b0\u1edbc gi\u1eb7t ngo\u1ea1i an to\u00e0n cho \u00e1o qu\u1ea7n tr\u1ebb s\u01a1 sinh, k\u1eb9o d\u1ebbo dinh d\u01b0\u1ee1ng, d\u1ea7u olive.<\/p>\n\n\n\n<p>B\u1ea1n th\u1ea5y \u0111\u00f3, shopper insight l\u00e0 c\u01a1 s\u1edf cho vi\u1ec7c thi\u1ebft k\u1ebf chi\u1ebfn l\u01b0\u1ee3c v\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng tri\u1ec3n khai cho nhi\u1ec1u lo\u1ea1i h\u00ecnh k\u00eanh b\u00e1n l\u1ebb. D\u1ef1a v\u00e0o 6 chi\u1ebfn thu\u1eadt n\u00e0y, t\u00f4i tin r\u1eb1ng b\u1ea1n ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 c\u1ea3i thi\u1ec7n m\u1ee9c \u0111\u1ed9 c\u1ea1nh tranh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u tr\u00ean m\u1eb7t tr\u1eadn b\u00e1n l\u1ebb.&nbsp;<\/p>\n\n\n\n<p>Ngu\u1ed3n:&nbsp;<a href=\"https:\/\/www.brandcamp.asia\/blog\/7-5-modules-chinh-cua-Brand-Marketing\" target=\"_blank\" rel=\"noreferrer noopener\">brandcamp.asia<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>B\u00e1n l\u1ebb l\u00e0 m\u1eb7t tr\u1eadn kh\u1ed1c li\u1ec7t v\u00e0 quan tr\u1ecdng, n\u01a1i kh\u00e1ch h\u00e0ng th\u1eadt s\u1ef1 m\u1edf h\u1ea7u bao v\u00e0 chi tr\u1ea3 cho s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p. Ch\u1eafc h\u1eb3n, ai c\u0169ng bi\u1ebft r\u1eb1ng th\u1ea5u hi\u1ec3u kh\u00e1ch mua h\u00e0ng l\u00e0 n\u1ec1n t\u1ea3ng quan tr\u1ecdng \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u thi\u1ebft k\u1ebf c\u00e1c ho\u1ea1t \u0111\u1ed9ng t\u1ea1i \u0111i\u1ec3m b\u00e1n nh\u1eb1m&#8230;<\/p>","protected":false},"author":1,"featured_media":2814,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[3],"tags":[],"class_list":["post-538","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tin-tuc"],"_links":{"self":[{"href":"https:\/\/baotoanminh.com\/en\/wp-json\/wp\/v2\/posts\/538","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/baotoanminh.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/baotoanminh.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/baotoanminh.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/baotoanminh.com\/en\/wp-json\/wp\/v2\/comments?post=538"}],"version-history":[{"count":0,"href":"https:\/\/baotoanminh.com\/en\/wp-json\/wp\/v2\/posts\/538\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/baotoanminh.com\/en\/wp-json\/wp\/v2\/media\/2814"}],"wp:attachment":[{"href":"https:\/\/baotoanminh.com\/en\/wp-json\/wp\/v2\/media?parent=538"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/baotoanminh.com\/en\/wp-json\/wp\/v2\/categories?post=538"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/baotoanminh.com\/en\/wp-json\/wp\/v2\/tags?post=538"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}