The Path to Purchase Institute 26th Annual Trends Report examined a variety of key issues that were influencing the future of shopper engagement. Over a hundred CPG executives were asked about the strategic changes they made in marketing programs within the last year and what the future held for them. Many participants plan to employ omnichannel strategies, experiential marketing, and at-shelf tactics to drive shopper engagement inside stores going forward.
2021-Looking Back
The study found physical experiences were still key to brands. Participants primarily utilized in-store programs to reach consumers during times of enjoyment rather than shopping, increase brand awareness, and take advantage of the greater reach that events provide.
Not only were POP Displays attention-grabbing, but they were a cost-effective way to provide additional product information and advertisings for your brand. In-store purchases were often unplanned, meaning that an effective point of purchase marketing can have a profound effect on sales. POP displays also excel at targeting impulse buyers.
2022 – Looking Ahead
Looking ahead supply chain related issues were the most common concern heading into 2022. Budget restrictions, the pandemic and brand awareness were also on top of mind.
Succeeding in 2022
Omnichannel strategies, experiential marketing, and at-shelf tactics will drive shopper engagement inside stores going forward. Partnering with a turnkey solutions provider focused on reducing program cost, improving efficiencies, quality, and speed to market were critical in the new year.
Conclusion
The ever-changing retail landscape with the rise of ecommerce offering increased product choices and categories, coupled with internal company challenges, were driving the need for an efficient and effective supply chain to support customer demand.
Our goal is to provide a mutually beneficial relationship with a high-level of service. At Vanguard Companies both sides systematically control the availability and flow of goods to anticipate and meet consumer demand to grow their business.
Source: Path to Purchase Trends Report 2022. https://p2pi.org/article/path-purchase-trends-report-2022