While U.S. consumers are starting to feel the impact of prolonged inflation, as food and gas prices eat up more of their income, they have, for the most part, been resilient throughout the pandemic and world events. The current economic uncertainty has led to a two-fold question about shopping behavior: What are consumers feeling about…
Jennifer Silverberg
A common construct for consumer packaged goods (CPG) marketers is to divide the buying cycle into stages: before the store, in the store, and after the store. I've seen countless marketing plans built this way, and the objectives were usually pretty straightforward: Before the Store: Drive awareness and purchase interest. In the Store: Close the…
The retailer that seems to win at everything it attempts just added another victory last month: Amazon.com's third annual Prime Day was a rousing success. The massive sales event that had a bit of a rocky start two years ago has now come into its own, generating 60 percent more revenue than last year. Just…
Remember the last TV you bought? If you’re like most people, you conducted research comparing features, prices and support before making a final purchase decision. What about the last new candy bar or spaghetti sauce you bought? Not so much, right? You probably were inspired by seeing it while shopping and briefly thought, “this looks…
Many consumer packaged good (CPG) brands are making the same mistake every day. They spend huge amounts of time and money developing fantastic marketing on digital channels that has little chance to convert because the path to do so requires way too much work — e.g., either stopping what they're doing to go buy online now, or trying to remember the product the next time they're in a store (which is becoming less and less frequent).
While at work, you take a small break to check out your favorite website — or maybe just your Facebook News Feed — but you see an advertisement for that new olive oil mayonnaise that you’ve been wanting to try. Do you make a mental note to look for it the next time you’re grocery…
Seemingly overnight, consumer packaged goods (CPG) shopping is no longer confined to certain places (e.g., stores — offline or online) or certain hours of the day. Shoppers are expecting products to replenish themselves as they're used, and to be able to summon needed products to their homes within hours, if not minutes. This is shopping…
