Shopper marketing was once thought of as a purely in-store experience, with specific outreach to consumers as they browsed aisles in an effort to close the deal. But marketers today are recognizing that shoppers arriving in the store are not completely blank slates waiting for the right marketing message to move their purchasing decisions. Much of their motivation to purchase starts at home and for any number of reasons.
Today’s shopper marketing takes a broader approach, and includes a variety of tactics that touch, and ultimately engage, the consumer all along the path to purchase. Experts in the field now recognize that consumer motivation begins at home where media can be viewed and reviewed in a leisurely fashion.
This planning phase has culminated into the routine “shopping list” with ongoing Integer Group Research confirming that 43 percent of general market consumers “always” rely on a shopping list in an effort to save money. Research from the Grocery Manufacturers Association also confirms that more than 40% of shoppers make their brand-buying decisions before they get to the store, and nearly 95% of shoppers make lists and plan their purchases before they enter a store.
So what’s the opportunity for marketers? Delivering a targeted message and offer to shoppers at home can influence purchasing decisions and put brands on the consideration list.
Marketing to shoppers while they are at home drives awareness and consideration, trial and action, and loyalty and advocacy. Furthermore, research has shown that brand loyalty is built in the home. For example, a child grows up with loyalty to brands that the mother, usually the main shopper, buys.
Front-door marketing, one of few media with direct access to the home, is optimal for brands looking to create an integrated path-to-purchase experience. Starting with a targeted and uncluttered messages to the home (via door hangers, polybags, or samples), front-door marketing drives shoppers from the home to the next phase in the path, whether its to a website or in-store display. The traditional path-to-purchase picks up from there; by adding that front-end, in-home component, marketers gain an important, impactful point of contact that can successfully launch the shopper experience.
What do your shoppers’ paths-to-purchase look like, and are you maximizing every potential contact with them?
To learn more about Power Direct’s shopper marketing solutions to the CPG industry, visit our website here. You may also be interested in this case study about how front-door marketing was leveraged to increase trial for a product launch.