The Goal: Drive Visits that Lead to Purchases
A CPG client sought to increase sales across their Personal, Hair and Feminine Care categories at a specific supermarket chain.
The Challenge: Shifting Brand Loyalty
The 2020 pandemic shifted shopper behavior to favor purchases based on convenience rather than brand loyalty. Across 40+ categories, consumers are more willing to buy private label brands throughout the COVID-19 pandemic with an average increase in private label buyers of 47%.1 This change allowed challenger brands to increase their market share and pushed established brands to maintain brand relevance.
Reaching Target Audiences
With audiences influenced by stay-at-home orders, visits to supermarkets became less frequent and more purposeful. Since the onset of stay-at-home orders in March, Quotient data shows that the number of grocery transactions have been down on average by -8.9%, while the dollar spend has been up by 13.4%, indicating fewer trips but larger purchases.2 This reduced the potential touchpoints where the CPG could influence purchase behavior. Instead, it became increasingly important for the CPG brand to reach their consumers en route to the grocery store when purchase intent is high.