Brands must become part of the “Constant Inspiration Ecosystem.” This means influencing buyer behavior even before shopping and using various touchpoints to create excitement about the shopping experience. When brands connect with shoppers at the right time and with the right message, it can encourage a more open mindset.
Recent research reveals exciting trends for food and drink brands. It turns out that 78% of shoppers are open to relevant ads from sectors outside their usual categories, like travel, finance, healthcare, and entertainment, while they shop. This suggests that retail media platforms are ripe for diverse advertising opportunities.
For food and drink brands, this means rethinking promotional strategies. Shoppers are becoming more spontaneous in their purchasing decisions. This shift calls for improved demand forecasting to account for unexpected buys.
Promotional planning should adapt to the different mindsets shoppers experience throughout their journeys. Also, brands may need to adjust where they position their products in stores to encourage discovery. Traditional models of how consumers decide what to buy seem outdated.
As noted by retail expert Lisa Smith, “Understanding the ever-changing shopping journey is crucial for brands today.” She suggests that brands need to embrace this new landscape, as it fosters greater engagement and sales opportunities.
It’s clear that recognizing the fluid nature of in-store shopping can benefit food and drink retailers. By incorporating various consumer influences throughout the journey, they can improve their chances of capturing attention and driving purchases.
For more insights on how changing consumer behavior impacts the retail space, check out studies from the National Retail Federation.
