Winning Diverse Shoppers in a Digital Retail World

 In International
For consumer packaged goods (CPG) manufacturers and retailers, knowing how consumers go from wanting to buying along the elusive and increasingly digital path to purchase is critical for two reasons. First, it allows them to measure the market more accurately, so they can make better decisions about where and how to invest for growth. Second, it enables them to engage their customers more effectively, especially as the lines between media and commerce continue to blur. Both understanding consumers’ needs better and knowing which channels will reach them brings companies closer to the points of decision—meaning closer to the coveted sale—during the shopper journey.
But in today’s vast and interconnected digital landscape, there is no longer one "typical" consumer. Over a few short decades, shopping options have expanded from local stores and cash transactions, to chain stores and credit cards, to anytime/anywhere shopping both on and offline, enabled by mobile apps and wallets. And not all shoppers are using every channel equally, especially when it comes to digital.
In fact, Nielsen has identified seven broad categories of digital CPG shoppers, each with different motivations and behaviors. Online assortment is a key driver for 35{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} of U.S. households (technology-averse and reluctant segments), while 21{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} go digital for convenience (grab & go and non-planner segments), 29{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} are in it for the experience (tech-savvy value seeker and researcher segments), and 15{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} are digital advocates fully invested in online shopping. Nielsen – Read more…

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