Consumer Goods Forum: The secret wishes of supermarket customers

Stephan Grünewald was speaker at the 61st Global Summit, Consumer Goods Forum

How does the rheingold institute in Cologne actually identify consumers' hidden desires? How do the psychologists find out why the customer reaches for one brand, leaves the other to the left or, for example, enjoys visiting a particular supermarket chain at the weekend?

At the 61st Global Summit, Consumer Goods Forum, Stephan Grünewald will give an insight into his depth-psychological approach and show the participants mechanisms of action in purchasing behavior.

Alexa is babysitter and pet

In a recent study, the rheingold institute investigated the fascination associated with Amazon's Alexa and how Alexa will change everyday life and consumer behavior. Initial findings indicate that Alexa satisfies many secret consumer desires: She simultaneously functions as a pet, a servant, a babysitter for the children, a reliable mother figure, or a personal coach. Depending on her mood, she adjusts to her "owner."

When it comes to shopping in particular, consumers' mood preferences often play a greater role in their choice of retailer than rational reasons such as proximity, price or freshness. The rheingold research proves that people usually have a whole repertoire of stores for their purchases. Depending on the mood they are longing for, they choose the store where they see the respective need most likely to be fulfilled.

Grünewald describes a scheme for shopping constitutions that describes four shopping zones: the simple base camp, the hunting ground, the land of milk and honey, and the heavenly oasis of well-being.

Accordingly, Aldi is a simple department store that offers a high degree of control for pragmatic stockpiling. Moments of freedom and happiness are found in one-time special offers and represent a cautious, rational kind of joy.

First to mom

A chain like Penny is a discount store, but it fulfills other emotional desires and is more inviting overall. Customers feel welcome here. There are even individual customers who visit the "comforting local pamperer" Penny several times a day. They make very small purchases just to enjoy the feeling of warmth and security in a cold world. The slogan "First to Penny" means psychologically "First to Mutti".

American retail chains like Kroger are hunting grounds for customers who are secretly and greedily looking for a conquest - their lasso-like logo is a kind of semiotic trail. In contrast, REWE is the land of milk and honey, a fountain of youth that promises youth and freshness - revitalization. Some of the test subjects have stated that they have found a partner for life in REWE, as if REWE is the alternative to Tinder in the real world.

Pilgrimage with promise of salvation

Retailers like Whole Foods ultimately offer a kind of pilgrimage with promises of salvation. People who shop there speak of a desire to escape their everyday lives, to unburden their consciences, and to pamper and morally uplift themselves with absolutely high-quality food.
Understanding a retail brand's constitutional offering is critical to fulfilling consumers' unspoken desires.

Dealer as a magnet

All measures, from the assortment strategy and customer loyalty programs to the price or communication strategy, should be developed from the spirit of the constitution or mood that the supplier represents. Constitution marketing means strengthening the magnetism of a specific retailer's constitution in such a way that more and more customers visit the retailer more and more frequently.

For more information about Stephan Grünewald's presentation and about the event, please visit the following link: