🛣 planning the way for unplanned purchasesPull the right levers, push ROI
pepviz | thank you and welcome
July 27, 2023
526 words | 2.5 minutes to insight
maximize marketing ROI by
pulling the right levers to
influence unplanned purchases.
make shifting marketing budgets work smarter and harder
🖼️ big picture: Almost 75%* of CMOs reported a drop in marketing spend growth, yet 65%** of marketers also reported an increase in the number of channels used over the last three years. So what gives? Tight budgets mean selectively investing in omnichannel marketing levers that break through to connect with shoppers at the right time and right place. But which ones? The two primary measures you must influence are shopper recall and unplanned purchases.
🎯 get granular:
Approximately 1/2 of all shoppers recall seeing at least one pre-shop and/or at-shop marketing lever related specifically to their subcategory purchase.***
3/4 of all eComm shoppers recall at least one online marketing lever.***
let your goals lead your omnichannel mix
🖼️ big picture: Pre-shop and at-shop marketing levers drive different shopper engagement that require specific tactics. When building an omnichannel marketing plan, every brick-and-mortar retailer, regardless of channel, has marketing levers that work to either drive incrementality across the category or drive incremental purchase of specific items.
🎯 get granular:
Pre-shop marketing levers influence:
Social isn’t all equal - Social media ads drive a two point lift in category unplanned purchase, while influencer recs are also impactful in driving category incrementality.
Conventional, not outdated - Traditional pre-shop marketing levers like OOH, recipe integrations, and podcast/radio ads are some of the MOST useful to influence unplanned purchase of specific items.
At-shop marketing levers attract:
Force multiplier - Unplanned category purchase gets a seven point lift from in-store displays, cooler door, and floor signage collectively.
Appetite appeal - Flavor content stood out most for those who noticed in-store displays.
Stronger together - Boost unplanned sale of individual items of RTE Popcorn, Sparkling Water, and Salty Snack Multipacks with a like-minded occasion grouping.
Strip down cost, not results - While sampling has proven to be effective to influence unplanned purchases, especially for beverage and snack items, it’s also $$$$. A less expensive option that drives unplanned item purchase at POS are shelf strips.
Surprise!
Retail circulars (print and digital) are a top three tactic for both pre-shop and in-store engagement. Don’t lose them just because you don’t think they’re relevant!
more digital channels mean more noise
🖼️ big picture: The loudest bell you can ring is the actual message populating the digital communication, not just the digital marketing lever itself. Tailor messages to specific cohorts to amplify your influence on their paths to purchase and shape shopper behavior.
🎯 get granular:
1/4 of online purchases involve using the retailer mobile app in the pre-shop phase. Because mobile apps have very high reach and influence unplanned category purchases, retailers should continue to expand usage.
Enable push notifications and fine-tune product descriptions to be persuasive and attractive to groups like Gen Z, who are reached by notifications with offers more than the average shopper.
Banner ads influence unplanned purchases but placement matters. Banner ads placed on the retailer’s own sites drive incremental item purchases, while ads placed on other sites drive category purchases.
Revisit how the variety of marketing levers exist across the five paths to purchase, as identified and simplified by pepviz™ insights work.
*Marketing Dive, "Budget Needed to Execute Marketing Strategy in 2023" May 2023
**Deloitte, "The CMO Survey" September 2022
***PepsiCo Demand Accelerator, "Impact of Marketing Levers on Shopper Purchase Decisions Report," Feb 2023
Unlocking granular growth starts with leveraging the pepviz approach. Partner with your PepsiCo team to learn which marketing levers you should be pulling.
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