SHOPPERS BLEND DIGITAL & PHYSICAL. SO SHOULD MARKETERS.

New year, new shopping norms! The past two years were a testing ground for a blend of physical and digital shopping, which will be standard practice in 2022. Why? Consumers have become increasingly comfortable combining the convenience of online shopping with the sensory experience of in-person browsing — and don’t want to give up either.  The blinding speed at which this shopping shift occurred has made access to evolving consumer data and behavioral insights critical for marketers. For those who pivoted quickly and survived, what’s next? 

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Everything You Need To Know About The Phygital Shopping Revolution

Consumers are a scrappy, resilient bunch. As the COVID-19 pandemic raged worldwide, shoppers learned to make the best of a difficult situation by shifting their shopping experiences to digital channels. This migration resulted in almost immediate developments in tech like Buy-Online-Pick-Up-In-Store (BOPIS), curbside pickup, grocery delivery, and various other blended conveniences — all of which work to integrate digital convenience into the physical shopping experience. Are marketers meeting shoppers’ phygital needs? Yes and no. 

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Holiday Shoppers Will Be Scattered This Season — Here’s How To Find Them

While many of us hoped that the themes which defined 2020 would be ancient history by now, the reality of continued social distancing and masking-up are starting to sink in. Many of the tactics holiday consumers used to gift and gather last year will reappear in 2021 — some of which will have evolved through continued learning of pandemic-safe shopping strategies. 

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How will hosts be hosting this holiday season?

It’s only a matter of time before the radio stations queue up the holiday jingles and stores start filling displays with festive winter decor. Though we may still be months away from the holiday festivities, it’s never too early to construct a data-driven approach that makes the best use of holiday consumer trends. 

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IF YOU AREN’T THINKING OF IN-STORE AS A MEDIA CHANNEL, YOU SHOULD BE.

In the past decade, stores have become media outlets, engaging customers with ads, novelty, and interactivity like never before. Shopping experiences have changed fundamentally to reflect complex consumer needs and expectations, pushing physical locations to act as a media channel as much as an outlet for commerce. 

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IN-STORE SIGNAGE NOT DOING ENOUGH? DATA AND DIGITAL CAN SOLVE THAT.

Do you really know how effective your in-store signage is? Sure, there’s a good chance it’s accomplishing something, but if you can’t articulate exactly what’s happening when a shopper’s exposed to signage — and precisely how it affects purchasing behavior — keep reading.   Believe it or not, this isn’t a difficult hurdle to overcome. While data has long filled the holes in every other aspect of the purchase funnel, in-store signage has been left out in the cold. That trend ends here — it’s time to give signage a seat at the big kids’ table, with a full-fledged data makeover. 

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Your Shoppers Are Lost! And That’s a Good Thing [Infographic]

Wanderlust, or “travel for travel’s sake,” applies to more than the great outdoors. This desire to explore takes hold of shoppers as they browse through the stocked aisles of their favorite stores, and has become even more prevalent as we all start to shake off more than a year of non-sensory online shopping. 

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BAKE UP YOUR HOLIDAY STRATEGY WITH THESE INSIGHTS

Baking and the holiday season go hand-in-hand. In fact, a massive number of shoppers, 93%, claim baking is an integral part of the holiday experience. And almost half will be cooking meals at home every day during the fall and winter months.

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In-Store Ads and Incentives Are More Impactful Than You Thought! [Infographic]

So it looks like four percent of your shoppers are completely immune to any discounts, points, or credits you throw at them. Bummer. Now, what to do with the other ninety-six percent? We surveyed 1,000 shoppers, and found that a large number are “sometimes” or “occasionally” influenced by those incentives. Almost a quarter of consumers report always being influenced. That’s a big deal.

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