Think the shopper behavior of finding ways to save money is going away anytime soon? Not according to a recent Mintel report.
Shoppers continue to look for discounts. While this is not a total surprise based on the sluggish economy, what is surprising is how this behavior has seemingly shifted away from doing this out of need and into doing this out of enjoyment. According to the report, 64% of US Moms say they are spending more of their time looking for details, sales, etc.
In other words, they are spending more of their personal, pre-purchase and pre-store time seeking these deals. This is no longer just about saving money, but about finding enjoyment in the “hunt” for these deals. It is about the process as well as the outcome.
With the boom of shopper technologies, the challege for marketers is not creating and helping shoppers find deals. Instead, the important consideration is how we are shifting shopper engagement strategies to talk to customers pre-store and at the point of sale to effectively drive brand preference.
There is no doubt that this focus on price and finding deals presents significant shopper marketing challenges. However, given this reality, how you adjust and directly impact your shopper's choice to put your brand in their cart? Perhaps birdsong gregory can help?