About half of brand purchases are not driven by a need to replenish, meaning that marketers with can influence the purchase decision before consumers get in the store, according to new research.
According to Nielsen research, digital mediums can play a significant role in influencing brand purchase decisions when consumers are planning their shopping trips.
Among non-replenish-driven purchases, Nielsen research has found that shoppers recall using pre-store online resources about 7% of the time, which is more frequent than levels for recommendations and advertising.
While coupons are the top pre-store brand purchase influencer, digital drives how shoppers obtain coupons. In fact, consumers get more than 40% of the coupons they use for brand purchases from websites (30%) and email/mobile apps (11%).
Before they hit the stores, shoppers leverage an array of online resources to give themselves a leg up when they get to the shelves. The most common resources are coupon sites and retailer websites. What are they looking for? Deals and trip planning tools.
But not all categories are equal when it comes to digital influence. Brands in personal care, infant care and nutritional categories have the highest pre-store digital engagement levels. Social media plays a big role among these digitally influenced brand purchases, but it’s not the only digital forum that matters.
Source: Nielsen