Switching it Up
Shifts in Retail are Drivinga Rethink on Favourite Brands
Being more present means more than just a brand's visibility; it means being available when and where the Nudgeables are looking or lurking. This includes a strategic presence both online and offline, ensuring that the brand is not only seen but also accessible at the point of purchase.
The journey to winning their purchase is continuous, demanding agility and innovation at every step.
For Nudgeables, the shopping experience is crucial, and consequently, the job of marketing isn’t done until they complete the transaction.
Nudgeables are particularly active online. Across all six markets they are more likely to buy online than the average shopper and more than twice as likely in markets with emerging online channels such as Mexico and Brazil.
Additionally in Spain, 21% of Nudgeables browse beyond ten items when searching online, versus 17.7% of the lowest switchers. This extensive search behaviour makes them more susceptible to online nudges, indicating a greater willingness to explore and compare options.
In brick-and-mortar stores, Nudgeables are highly responsive to in-store marketing. They can be influenced by aisle-end displays and promotional events. These consumers actively compare products and promotional propositions on the shelf, making them ideal targets for in-store activation.
They’re true omnishoppers.
Coupons and promotions play a significant role in their purchasing decisions. While cheaper pricing can convert many decisions, promotions significantly influence what Nudgeables buy.
Globally 62% of Nudgeables claim they will purchase something new or irregular when coupons are available, compared to 46% of the lowest brand switchers.
Coupons, discounts, and special offers are the breadcrumbs that lead Nudgeables to your brand. They’re looking for excuses to try something new.
Open and responsive to marketing across most channels, we have seen Nudgeables rarely have their minds made up. Ironically, they are also more likely to be loyalty club members, keeping their options open. They shop online, respond to in-store activations, and compare products up to the moment of purchase. For this group, flexibility is key. Brands must keep them engaged and be ready to adapt marketing strategies at a moment's notice. Ensuring product presence at the critical moment of purchase is vital to capture their attention and drive sales.
To win with this group, we must connect with individuals and every potential purchase occasion. It demands a holistic strategy that seamlessly interlinks media and shopper engagement. While yesterday's strategies focused on demographics, today's returns hinge on understanding and engaging purchase-based Nudgeables.
Pre-store Nudgeables are more likely to be trying to learn more about potential brands by looking at online reviews, getting recommendations from friends and family and checking social media.
The hunt does not stop there. When shopping online they are browsing products on the home page, filtering to promotions and clicking on ads that catch their attention rather than sticking to the favourites tab.
Retail media also plays a pivotal role in reaching Nudgeables. Most of FMCG purchases are made in a physical store. Nudgeables are less likely to make shopping lists and more likely to buy brands after seeing in-store activities.
Crafting personalised, resonant content that builds a positive predisposition towards your brand over time and then bringing fun and novelty to the shopping experience with dual sitings, samples and holiday themed packs and events can mean your brand is the last one they pick up.
Activating the Nudgeables requires a deep understanding of their behaviours, motivations, and the media they consume. Omnishoppers require omni marketing. By focusing on tailored, engaging, and multi-channel strategies, brands can effectively capture the attention of Nudgeables. The potential rewards are immense — higher profitability, increased market penetration, and sustained growth.
The chase is on, and the prize is possible. Are you ready to activate the Nudgeables?
