Get on the shopping list.” It’s an imperative for nearly every shopper-marketing program we tackle because the brands that get on the list are the ones that get in the cart. The creation of a list represents an opportunity to influence the choice of where to shop and what to buy at a critical turning point in the shopping cycle. Getting on that list means making the cut. So, how do brands earn the right to be listworthy? How can brands take advantage of that critical moment of influence?

The creation of a shopping list is a clear, identifiable (and even recordable) moment in time when the consumer is transitioning into shopping mode. Influencing the shopper’s list can have a dramatic influence on shopper behavior — from choice of outlet to product selection.

We recently designed and executed a study to understand how shopping lists are created and how to get on them. We first recruited a qualitative sample of shoppers to conduct blogs for a week to monitor their listmaking and list-using habits. We then followed up with a quantitative study to determine how prevalent and penetrated these thoughts, behaviors and patterns really are at the retailer-specific level for 20-plus top customers.

List creation is a process of making evaluations and choices, where people consider the influence of family members and draw on marketing materials for product and pricing information. In many cases, the final decision of what and where to buy occurs when pencil hits paper. Following are key insights and implications from our research, as well as ideas on how to apply them to get on the shopper’s list.

Shoppers use lists to help determine where to shop. Three out of four shoppers think about which items they need to buy first and then choose the store based on those needs. For example, cleaning supplies point shoppers toward the dollar channel, personal hygiene products incline them toward mass, and having any kind of food item on the list steers shoppers toward grocery.

However, shoppers use a “portfolio” approach in selecting their retailers, and therefore every category is a battleground, often between two or three channels. Those battlegrounds change in topography based on demographics, as well — for example women 55+ are more likely than others to buy nonfood staples like paper and cleaning supplies at grocery, and men are more likely to pop into drug stores for frozen foods.

• Implication: Having certain trigger products on the list can move an entire basket from one retailer to another.

• Activation: Pair a “win” category with a “battleground” category in pre-store communications to steer the trip — like pairing paper towels (win) and window cleaner (battleground) at club stores for a “Spring Cleaning” solution.

Shoppers use lists to guide and record their choice of brands. In categories like over-the-counter, prescription and cosmetics, specific brands are written on the list more often than not. However, food, paper and greeting cards are more likely recorded at the category level versus specific brands.

On average, shoppers write a specific brand on their lists 37 percent of the time. Once shoppers get into the store, they have different approaches to narrowing down to their brand of choice. They may a) beeline directly to one specific brand; b) have a handful of brands in mind; or c) simply browse the section for the best fit.

Food, paper and cleaning appear to be “repertoire” categories where shoppers have a small consideration set going in and make the final determination at the shelf (see chart one). Even a category name on the list is often “shopper shorthand” for a specific brand or considered set.

• Implication: Some categories will require more “deal closing” at shelf than others.

• Activation: For an “I shop” category like frozen, sweeten the deal at shelf with a dinner and dessert combination to break the tie with the considered set.

Listmaking is a collaborative effort. More than six in 10 shoppers say that a spouse or significant other informs the list, often by making requests for specific items. About three in 10 say that children are influential — either asking for items (“Buy me something!”), or when the list maker adds things they think their children will like.

Shoppers also vigilantly do their shopping homework as part of the list-making process. Eight in 10 list-makers use at least one source to aid them in creating their lists, with store circulars being the most popular.

Generally, running out of something triggers list initiation (versus a specific day of the week, or when shoppers receive circulars). That means the timing for when a list can be influenced is highly variable, but is also directly linked to product consumption.

• Implication: Communicate with shoppers right at the moment of consumption to remind them to replenish.

• Activation: For kitchen items, recognize that shoppers will probably run out of the item while they are within reaching distance of their written list. Consider providing branded in-pack stickers that can be placed directly onto the list.

Only a small percentage of shoppers use digital outlets for listmaking. Only five percent of shoppers say they typically use a smartphone or mobile device to make their shopping lists — the vast majority is still using pencil and paper.

While paper still dominates couponing, one in three shoppers indicate using digital/mobile coupons. Also, while only one in 30 smartphone users say that mobile phone applications influence what goes on their lists, about one in three say they often use their smartphones to access information while they shop.

• Implication: Meet shoppers where they are (coupons, information at shelf) and look for ways to fill the “white space” (for example, would better digital list-management tools encourage more shoppers to use them?).

• Activation: Identify shopper groups who could really use a little extra help and design digital solutions that make shopping easier — like a list management app for caregivers to manage shopping trips on behalf of their care recipients.

Shoppers identify two motivations for listmaking: saving time and money. Seven in 10 shoppers say they regularly use lists, and half of shoppers even say they “often” use lists when making quick trips for just a few items. (see chart two)

But there’s another compelling human truth that also comes through: a need for control in lives that seem filled with chaos. Over and over, shoppers say that making lists makes them feel more organized. When shoppers feel calm and in control, they have a better shopping experience, which we’ve learned leads to deeper loyalty.

• Implication: Helping shoppers make lists can actually improve overall shopping satisfaction.

• Activation: Partner with retailers to educate shoppers on “organized shopping” techniques like sorting list items by department and putting coupons in order to help them feel more “together.” Consider rewarding good behavior — have shoppers send their lists (with your brand on them) for a little perk.

The bottom line is that shopping is happening wherever and whenever lists are being made. This critical moment in the shopping process is an opportunity to establish preferences and influence purchase behavior before the shopper ever sets foot in the store.