“New Shopper Journeys, a landmark global study of shopper marketing conducted by Carat and Microsoft in March 2010, found that the lingering recession has led consumers to do more pre-shop online research in a bid to find lower prices and bigger values. In the grocery sector, the study found that 63% of US female shoppers decided which items to buy in the pre-purchase, list-making phase.”
This insight, into the time consumers devote into weighing their options, opens an opportunity for marketers to influence consumers during their pre-purchase decision phase. It will allow retailers to influence what products will make the shopping list before consumers enter the store. Marketers should take the initiative to implement a grocery list service on the retailer’s website as well as design an application for mobile phones. This would enable retailers to influence consumers to compare products based on brand, nutritional information, price, price relative to their competitors and highlight value bundle deals at their store. The consumer will then be able to organize and print off or save their list to their phone in advance to their actual in store purchase.
As you can see, current marketing is shifting away from the belief of “the first moment of truth” where marketers believe to have 3 to 7 seconds after shoppers first encounter a product on a store shelf to influence their decision. They should now consider the consumers pre-purchase decision phase as a crucial opportunity to influence the consumer’s purchase decision. Therefore, Tactics should be developed to influence the weighing of products of consumers through the use of messaging, media, and online resources before they enter the store.