Wonderful as ever. The latest edition from trendwatching.com
Thursday, April 26, 2012
Mobile and Social Steering Future for CPG.
"We see a merging between social and mobile as two really popular platforms coming together, not only for ecommerce, but also to drive multichannel behavior. It’s just incredibly dynamic, and we’ve really adopted an integrative planning framework that takes into account the consumer journey and how the consumer is using digital channels and platforms. That’s become the driver for how we plan our entire marketing strategy and budget."
It was good to read this interview of Jeff Jarrett, vice president for global digital marketing, as he spoke about the most effective ad formats for consumer packaged
goods, and how online CPG sales have required the industry to establish a
larger footprint in digital. Read the full interview here where-in he talks on strategies, RoI, impact of mobile & social media and the changing consumer behavior.
A must read for all FMCG / CPG marketers on how the trends are shaping up.
Tuesday, April 24, 2012
The evolution of the "path of purchase".
Conventional wisdom
has always been that most brand purchase decisions are made in the store.
But
with the new, digitally empowered consumer entering the store better prepared
than ever before, is the new reality that most purchase decisions are made at home
or on the way to the store?
This wonderful white paper by The Hub seems to suggest that the truth most likely lies somewhere in between.
The white paper
goes on to list how can manufacturers ensure that their brands are included in
the consideration set and make the final cut. They must identify shopper needs
and behaviors at every phase along the path-to-purchase and deliver relevant
experiences that shape purchase decisions, from pre-purchase to
point-of-purchase, from consumption experience to post-experience reflection.
The consumer’s media consumption methods have changed and
therefore the relevance of methods in which a brand can be relevant to them.
The 24x7 access to socially connected devices is the single largest factor to change
dynamics of marketing. The white paper reemphasizes what we are trying to
create with AaramShop – an integration of the Zero Moment of Truth (ZMOT) with
the First Moment of Truth (FMOT) of the brand. Read more about it here.
Monday, April 16, 2012
Real Paths of Purchase.
The importance of the shoppers' path of purchase is not lost on any brand marketer. If you can get your brand / product in the natural path of purchase of the shopper, more than half the battle is won.
The problem - while everyone understand the importance of the PtoP, establishing an exact path is a very tough exercise. It is made tougher as it would change as per variations in shopper demographic.
This has often led folks to adopt a more "anecdotal" approach to establishing a path of purchase rather than looking at & relying on empirical data.
This has often led folks to adopt a more "anecdotal" approach to establishing a path of purchase rather than looking at & relying on empirical data.
AaramShop has been able to accurately map the buying behavior of shoppers and their paths of purchase using the hybrid commerce platform. While what is presented here is an overall P2P of specific category-wide behavior, it is possible to establish this specific to shopper demographics, like age, gender, etc and also to brand specific behavior.
As illustrated - if you are a brand in the "breakfast cereal category" you are more likely to be bought by buyers of "biscuits & cookies" than by the buyers of "rice, atta, lentils & dals". Make you wonder about brand placement, promos, and lot more.
This intelligence can assist brand marketers to better position / place their products in association to categories, thereby leveraging the consumers natural path of purchase.
You can view the various paths of purchase specific to category in the State of Online Grocery Shopping Report - which you can download from here.
It is important to clarify that these depict "in-store" path of purchase and not the entire consumers shopping journey.
You can view the various paths of purchase specific to category in the State of Online Grocery Shopping Report - which you can download from here.
It is important to clarify that these depict "in-store" path of purchase and not the entire consumers shopping journey.
Saturday, April 14, 2012
What is getting into the Shopper's basket in India.
The report can be downloaded in full from here, however some of the significant & unique aspects are worth highlighting and one of them relates to what is being shopped.
While the men have averaged a spend of Rs. 580/- and the women have
averaged Rs. 552/- when shopping online what is significant is that 30% of the expenditure of an online shopper in India is restricted to two categories - "Rice, Atta, Lentils & Dals" (16.81%) and on "Edible Oils" (13.70%)
Download the full report from here.
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