Shopper Marketing For CPG Requires Location Data
The consumer packaged goods industry is one of the largest in North America, valued at approximately $2 trillion and making up thousands of brands. Most, if not all, of those products are being pushed on consumers in the form of digital advertising. Every day, grocery shoppers are bombarded by brand messaging via the 10,000 brand touchpoints they are exposed to causing annoyance or even indifference to these products.
With so much exposure, consumers now have shortened attentions spans. Brands must find a way to break through the noise and reach niche audiences in place and ways that resonate with their lifestyle. To do this brands need to have a holistic picture of their customer. That begins with understanding who they are, where they go, and when is the right time to engage. Using location insights, brands can understand how and where consumers are spending their time and use that information to create a targeted approach to connecting with that shopper at the right time and in the right place with messaging that messaging that adds value. By sending precise, contextually relevant messaging brands have a better chance at winner consumer hearts.
For instance, location can be used to identify devices of football fans seen at sports stadiums on game day. A chip brand could use this data of collected devices and overlay it with purchase data of shoppers who have previously purchased from their brand in the past and serve offers to those devices when seen within a certain distance to grocery chains participating in the brands “buy one, get one” offer leading up to Game Day. That use of location data, movement data, and previous purchase data resonates precisely with the ideal brand football fan and encourages store visits and purchase decision thanks to personalization and timeliness.
This kind of strategy has proven to be invaluable. In fact, our own research found that 83% of shoppers make multiple, low-value impulse purchases and more than two-thirds research and price compare right up until they pay for a purchase. Brands have a huge opportunity to strategically drive consumers away from competitors, so long as they understand what resonates for consumers, cut through the noise and provide value for the messaging to stick.