Marketing products shoppers didn't plan to buy at 7-Eleven
Short answer: These products don't compete while shoppers are planning. They compete in the second or two after the need appears inside the store. So marketing has to give shoppers a name they can say, or a look they can point at, straight away. Once they can pick it, give them a reason it's worth paying more than the cheapest option.
Think of urgent everyday items, products on or behind the counter, and snacks or drinks grabbed while waiting to pay. Shoppers haven't researched them and won't stand comparing for long.
Two cases to separate
| Case | What the shopper does | What marketing must provide |
|---|---|---|
| Picked from a shelf near the counter | Sees it and takes it | A pack recognisable from a distance, and an image they've seen in content |
| Kept behind the counter, asked for from staff | Has to say the name or point | A name that's easy to say in Thai, or a colour and shape they can point to instantly |
The second case is harder. If shoppers don't know what to call it, they say the product type, and staff hand over whatever is easiest to reach or sells most often.
Three steps for marketing
- Give a name or image they can use immediately. Choose one Thai name of two or three syllables, or a visual cue such as the pack colour, and repeat it in all content.
- Tie it to the moment the need arises. Content should show situations viewers recognise, such as needing the item in a hurry, rather than long explanations of features.
- Give a reason it's worth paying more. Once shoppers can pick it out, add the one difference that matters.
Do step 3 before step 1 and shoppers may agree the product is good, but still not know what to ask for in store.
How to measure
Low-priced items usually sell small numbers per store per day, so use test and control areas with enough stores, over several weeks, so random variation doesn't hide the effect. For behind-the-counter products, spot-check with staff in the test area whether shoppers have started asking for the product by name. It's supporting information that helps explain the numbers.
What not to do
- Rely only on discounts. On a product that's already cheap, a small discount is barely noticed and eats into a thin margin.
- Use several names. If one video calls it one thing and another video something else, no name sticks.
- Tell a long brand story. Shoppers don't spend long enough deciding for a long story to help.
Limits
- This article describes a way of thinking and doesn't cite measured test results
- Placement near the counter depends on the store and the distributor's agreement; the brand can't control it alone
- Some categories have advertising or placement restrictions; check that category's rules first
FAQ
Can we ask for space near the counter? It depends on the store and the distributor, and usually comes with costs and conditions. Ask your distributor before planning around it.
Do we need in-store signage? It helps if permitted. If not, let content make people remember the name and look before they walk in.
Is a low-priced product worth marketing? Work it out from incremental profit per unit and store count. A small lift per store can become a large total across thousands of stores.
Sources
- This way of thinking reflects how the Flowup team plans for low-priced, unplanned purchases; it relies on no outside figures.
- Measuring with test and control areas: https://www.flowupth.com/en/insights/test-vs-control-stores
Related guide: Listed in 7-Eleven Thailand but Not Selling?
Next step: Not sure where your product should start? Send the Flowup team your product and where it sells today, on LINE or by email.
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