18 May Evo 5 Minute Shopper Trends – Trend 3
Contrary to popular belief, the path to purchase was never linear, nor has it ever been a funnel. The path to purchase has always been a cycle, engaging shoppers to buy again and again. In Australia we move through the path to re-purchase cycle weekly in every FMCG retail channel. In the Supermarket channel, households move through the path to re-purchase cycle as often as 4 times a week.
Technology is accelerating the pace of the path to re-purchase, by providing shoppers better real time content that provides more reasons to buy certain brands. A good example are the 3 million Australians who use platforms like Shazam to access brand content, with a quarter of them then making a purchase.
The commerce of the path to re-purchase still happens in the store though, especially in FMCG categories. 93% of retail sales are generated in bricks and mortar stores, whereas only 7% of retail sales are generated online for FMCG categories.
In the next twelve months we’ll see more brands integrating content platforms into Shopper marketing campaigns, especially platforms that focus on getting us shopping more often. Platforms that deliver more meaningful content, and allow shoppers to post their own related content (especially social platforms) are already becoming a more common feature in Shopper Marketing campaigns.
Inspiring Australian shoppers
is what motivates us.