In today’s rapidly evolving retail landscape, few individuals have made as significant an impact as Dinesh Abeysena, the Chief Consultant and Founder of Trigger Shopper. With an understanding of shopper behaviour and a passion for innovation, he has established Trigger Shopper as a leading force in the industry, helping companies transform their approach to shopper marketing.
Dinesh’s journey with Trigger Shopper began with a simple yet powerful realization: companies were missing a crucial opportunity by not focusing on shopper marketing. In Sri Lanka, the traditional emphasis had been on consumer and trade-centric strategies, but Dinesh saw the potential for a more balanced approach that included the needs and behaviours of shoppers. By educating businesses on the importance of this shift, Trigger Shopper has been able to help clients drive immediate sales, enhance customer loyalty, and achieve sustainable growth.
“Understanding the shopper is key to transforming business strategies,” Dinesh explains. “Shoppers are influenced by different factors compared to consumers. While consumers may focus on functional benefits and brand loyalty, shoppers are swayed by in-store promotions, product placement, and immediate needs or impulses. By focusing on the shopper, brands can influence decisions at the critical point of purchase.”
One of the standout examples of Trigger Shopper’s impact is its work with clients on new product launches. Dinesh recalls a case where a client’s product launch was at risk of failing due to ineffective trial strategies. “The success rate of new products is typically 15% or less,” he notes. “Many marketers fail to identify the purchase barriers to trial before the launch. At Trigger Shopper, we engage closely with our clients to craft launch plans that specifically target the shopper, leading to significantly better results.”
This hands-on approach has set Trigger Shopper apart from its competitors. By integrating behavioural science principles and focusing on the emotional and psychological aspects of shopping, Dinesh and his team have been able to create strategies that resonate with shoppers on a deeper level. “Shoppers are not mostly rational but emotional,” he says. “Having a psychological understanding helps us influence them better.”
A significant part of Dinesh’s work involves debunking common misconceptions about shopper behaviour. One such misconception is the belief that shoppers and consumers are the same and should be approached similarly. “Shopper behaviour is influenced by various factors such as store layout, promotions, and in-the-moment emotions,” he explains. “At Trigger Shopper, we emphasize the importance of understanding the unique mindset of the shopper and designing strategies that appeal to both rational and emotional triggers.”
Another misconception he addresses is the over-reliance on discounts and promotions to drive sales. While these tactics can boost short-term sales, he believes in building long-term brand loyalty and value. “Sustainable revenue growth comes from a holistic approach that nurtures leads and builds strong customer relationships,” he says.
In an industry that is constantly changing, Dinesh ensures that Trigger Shopper’s strategies remain relevant by staying attuned to the latest trends and consumer behaviours. “What worked yesterday may not work today,” he says. “The consumer, shopper, and context have changed. To stay relevant, you need to know what’s happening out there.”
This commitment to continuous learning and adaptation has made Trigger Shopper a trusted partner for companies looking to navigate the complexities of the modern retail environment. As Dinesh puts it, “Our goal is to help clients get better results without increasing their spending. We want them to get a better bang for their buck. As Trigger Shopper continues to grow and evolve, he remains focused on his mission to transform the retail landscape in Sri Lanka and beyond. By prioritizing shopper marketing and challenging traditional approaches, he is paving the way for a new era of business success.
In addition to transforming shopper insights into strategic success, Trigger Shopper is also spearheading innovative initiatives like the Sales Mastery Accelerator Program, specifically tailored for FMCG companies. This 10-module program is uniquely designed to elevate and upskill sales leadership teams, ensuring they not only outperform competitors but also skyrocket sales. Open to only 3-4 non-competing companies, this exclusive program delivers tailored strategies and focused growth over 10 months. By harnessing over two decades of sales expertise and integrating behavioural science, the program helps sales leaders master negotiation, strategic thinking, and shopper behaviour insights. Companies participating in this program can expect a marked improvement in their team’s results, with advanced selling techniques that unlock the secrets of top sales performance. With limited slots available, the Sales Mastery Accelerator Program promises to be a game-changer for those ready to lead the market.
For companies looking to thrive in today’s competitive market, partnering with Trigger Shopper offers a clear advantage. As Dinesh concludes, “We are here to help our clients achieve better results, drive growth, and create lasting value. That’s the Trigger Shopper difference.”