[Shopping with the Creatives] Ionuț Dumitrache: I try not to follow my initial impulse to buy something without thinking twice about whether I would really need it or it’s just a fad
What do you do when you are the one who makes the packaging of the products, and then you are the customer? How do you look at the label, how do you appreciate the advertising, and how much do you get carried away with the offers and discounts? We tried to find out details from behind the shelves, and even from the agency, from Minio’s DTP, Ionuț Dumitrache.
I’d like to watch a commercial like I watch a movie trailer. To have a narrative thread, to induce some excitement, to wait for the end to see what the product is about. If you repeat the name of the product to me 3 times in the first 5 seconds, it becomes aggressive and annoying, it turns into a successful promo on how to change the channel.
Ionuț is not the type to go to the big shopping once a week to secure his basket for the next one, but rather when a need arises or when he is sent. Lists, yes, checked. He currently alternates between online and physical shopping, 60-40% of the time. The publicist in him says it would be good to read labels, as long as the information is clearly presented. What will the shopping of the future look like? Even more brands, so even more marketing hype.
Shopping: pleasure or chore?
I think I’d fall somewhere in the middle, I wouldn’t call it a chore, but neither would I call it a hobby. Now it also depends a lot on what I’m buying, the level of excitement is a bit higher (a bit more) if there’s a ticket to next year’s Champions League final in the shopping basket than Untdelemn de la Bunica. The period is also important, people are nice and all, but not all crammed into the corner shop.
Has your attitude to shopping changed in any way?
In terms of attitude, it has certainly changed since I started working in advertising. I look more closely at the mechanics of promotions (btw, very good 5+1 promotion on beer, goes right with the Champions League final), I try to understand what makes me inclined to buy one product over another in the same range, I look more closely at people’s behavior, what they choose, price or label, why they opt for one or the other. To operate successfully in this field (and beyond), you certainly need to know your audience, try to understand them and be adaptable to change.
Calculating or spendthrift?
I’d say calculating. I’ve even made myself loyalty cards for each individual supermarket. I want promotions, I like promotions, give me promotions. I try not to follow my initial impulse to buy something without thinking twice about whether I would really need that thing or it’s just a fad. I’m not a fan of changing my phone model every time a new one comes out, nor am I a fan of trading in my car for money that isn’t mine. Let’s just say I don’t look at price, whether the simple fad above is the latest game in the God of War series or whether for the weekend barbecue someone asked for organic zucchini. That is, being a man isn’t that simple.
I usually go into the store whenever I need to, I don’t go on the weekend to shop for the whole week. If I can shop online, so much the better. I’d say the online-to-online ratio would be 60-40. For basic groceries I go to the store, for everything else there is mouse and keyboard. The last item I bought online was a vitamin complex (although it seems surprising, I’m not talking about a bottle of Jager here), but actually some effervescent pills. I don’t know if they really have any effect, but at least I have a clear conscience.
I go to the store when I need something urgent that can’t wait for the courier (an example might be the bouquet of flowers when you’ve forgotten that today is her birthday). For the rest – add to cart – checkout.
Do you prefer shops near home or big supermarkets?
I prefer supermarkets close to home, I have a few across the street from me so I’m lucky in that aspect. I don’t make lists, at worst they’re made for me, but where’s the adrenaline when you’re checking stuff off a sheet? That apocalyptic feeling when you walk in and realise you’ve forgotten the very thing you were sent to buy? If the pound cake wrapper with three types of chocolate is recyclable, can it be considered an INNOCENT pleasure? I’d like to watch an ad like I watch a trailer for a movie. To have a narrative thread, to induce some excitement, to wait for the end to see what the product is about. If you repeat the name of the product to me 3 times in the first 5 seconds, it becomes aggressive and annoying, it turns into a successful promo on how to change the channel. A positive example for me would be the Hornbach.
The influence of advertising
I’d like to watch an ad like I watch a trailer for a movie. To have a narrative thread, to induce some excitement, to wait for the end to see what the product is about. If you repeat the name of the product to me 3 times in the first 5 seconds, it becomes aggressive and annoying, it turns into a successful promo on how to change the channel. A positive example for me would be the Hornbach.
I don’t feel tied to certain brands as long as the beer is Heineken. Maybe just the phone brand has remained Huawei for a while, but there’s room for change there too. I have no problem buying private label products, as long as they give me what I’m looking for. On the other hand, when it comes to technology, there it’s like choosing a life partner, I go for established brands with names in the industry, I don’t want my expectations to be misled. 🙂
Do you read product labels?
I have for some time, going to the gym forces me to do so. Of course, most often I look for high protein foods, but as a general rule, the fewer ingredients in a product, the better. The market is flooded lately with all sorts of dubious – if I may use a short rhyme – fast food and bakery/bakery products / run like hell on incense. So, reading labels seems to me to be a must (as long as the information is presented in a clear and easy to navigate way – says the publicist in me).
Have you ever worked for products you didn’t like?
It hasn’t happened to me, you know.
In the event of an apocalypse, 3 products you’d take with you into the bunker
- Classic gingerbread
- Gingerbread with chocolate frosting
- Gingerbread with jam filling
If these options are accepted as an answer, then I would say flour, oil and yeast. Covid has shown us that they can be a real treasure in difficult times. I’d come out of the apocalypse with enough money for a yacht.
Shopping over 20 years
The market will be choked with more and more brands, which is why I believe the role of advertising will grow and more and more will be invested in marketing.
Do you look at the shopping carts of those in front of you in line?
Of course, how else can I check whether or not the campaigns I’ve worked on have been successful? 🙂
What the basket would say about you
Supermarket: you missed a lot of promotions, you know, not the beer one it seems….
Online: Protein, creatine, results to come!