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NVISION Insights and Innovation Team

2020 Shopper Marketing: Are You Ready For This New Wave of Consumers?

Due to advances in technology and society, the way that consumers shop is radically changing. And consequently, according to Robert I. Tomei at IRI, the future is looking up for marketers.

Analysts predict to characterize the 2020 shopper by multicultural diversity, age, and technology.

Hispanic consumers, as well as Millennials, are beginning to dominate the shopping world. And the majority of them are using their smartphones or laptops to do it.

So, how can marketers and businesses prepare for the 2020 shopper?

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Use Digital Platforms to Better Meet the 2020 Shopper’s Needs

More and more 2020 shoppers turn to their smartphones first before making a purchase in order to compare prices and search for different products. However, many of them do still prefer shopping at brick and mortar stores where they can actually see and feel a product before purchasing it.

The best method for marketers is to combine these two experiences. The first step is to build a strong online platform that drives customers into the store. Then, establish a positive connection in store to keep them engaged and satisfied with their purchases, so they’ll keep coming back.

Use digital platforms as well as legacy marketing assets to appeal to the habits of the 2020 shopper. The better in sync your physical and digital marketing efforts are, the stronger your brand will be in their minds.

Meeting the customers where they are comfortable – a strong online platform – to drive them into the store to establish a positive in-store connection is a critical step for marketers to be prepared for the 2020 Shopper. 

Employ Marketing Techniques that Relate Specifically to the 2020 Shopper

As Tomei explains, “There is no such thing as a simple, one-size-fits-all marketing and sales strategy in today’s rapidly changing marketplace.”

To succeed, Tomei suggests marketers need to do three things:

  1. Understand the emerging 2020 shopper.
  2. Use their preferred digital platforms and channels to engage with them.
  3. Drive them into retail stores for experiences that convert.

The 2020 shopper is looking for a customized experience, one that’s tailored to their needs. The easier the process is for them to find and purchase what they need, the more satisfied they will be. And the more likely they will return, as a result.

The 2020 shopper is looking for a customized experience, one that’s tailored to their needs.

Remain Up to Speed with Market Changes

The 2020 shopper is shaping up to be different from the kinds of consumer groups that previously dominated the market, and therefore will respond differently to legacy marketing strategies and assets. For this reason, new tactics will need to be employed to reach them.

Marketers must remain agile to the constant changes that occur within the consumer industry and react swiftly by taking advantage of new ways to reach customers as they are made available.

The success of your brand depends on how well you can adapt and utilize these changes. A flexible supply chain and responsive marketing operations will be critical.

Marketers must remain agile to the constant changes that occur within the consumer industry.

Conclusion

The 2020 shopper is going to be more diverse, younger, and more connected to technology than previous consumers. By taking advantage of these factors, marketers can relate directly to the 2020 shopper and offer a customized, streamlined consumer experience that meets their unique demands and keeps them loyal to your brand.

By working with a partner who can help you prepare for the 2020 shopper and take advantage of new methods to reach them, your brand can compete in the ever-changing consumer market, instead of being left in the dust.

 

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Why NVISION?

NVISION® is a marketing execution company helping Fortune 1000 organizations optimize their marketing supply chain process. We provide the expertise to simplify the creation, procurement, fulfillment, distribution and ongoing account management for customers’ printed marketing materials.

With nearly 100 years of supply chain management expertise in streamlining operations, leveraging buying power and creating innovative solutions, we reduce cost and increase speed-to-market. NVISION provides dedicated experts that understand clients’ brand standards, internal processes, deadlines, and distribution needs.

We manage every step of the process to deliver marketing operations – simplified.

See how NVISION can help your business | Let’s start a conversation about your complimentary assessment!

Three CPG Market Trends to Watch Out for
in 2019 and Beyond

The consumer packaged goods market is constantly evolving. While the use of technology remains an integral part of customer outreach, it’s most effective when partnered with physical marketing tactics.

This is creating new challenges for brand marketers when it comes to driving the customer in-store through an online platform and personalizing their experience through brick-and-mortar methods to improve conversion rates. The better their in-store experience, the more loyal they’ll grow to your brand.

According to Deloitte in their 2019 Consumer Products Outlook report, “The continued growth of direct-to-consumer brands, the reemergence of pop-up stores, and online retailers developing a brick-and-mortar presence are all accelerated by the deployment of disruptive technologies, creating more avenues for brands to have a dialogue with consumers.”

So, what can brand marketers do to drive sales and maximize profits in coming years?

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Open Pop-Up Stores

Pop-up stores are trending in 2019. In pop-up stores, customers can directly engage with your brand without you having to invest in the overhead costs of a conventional retail store.

The temporary nature of pop-up stores creates a fun experience that gets customers excited to shop. With every single item “available for a limited time only” by default, pop-ups evoke a sense of urgency to shoppers to make more purchases.

Pop-up stores are especially beneficial during peak sales times, such as the holidays. They present a great opportunity to utilize physical marketing materials like creative signage and POS displays to drive customers into your store and increase demand.

Pop-up stores present a great opportunity for brands to interact with customers in a fun and alternative environment without the conventional store setting.

Establish Both Online and Brick-and-Mortar Presences

In 2019, a number of exclusively online brands are developing brick-and-mortar stores. There’s no denying that the majority of customers prefer to “experience” products before making purchases, and the best way to capitalize on that is to open physical stores.

Deloitte’s report explains, “From an e-retailer’s point of view, the benefits of having a presence in physical stores can include:

  • Minimizing costs associated with product marketing, delivery, and returns.
  • Being able to access shopping data.
  • Centralizing procurement of niche/regional products and merchandising.”

Traditional stores are also important because directly engaging with customers is the most effective way to learn what they prefer in a retail shopping experience.

Then, you can personalize the experience and tailor it to them. It’s just not possible to give customers that same level of brand connection through e-commerce alone.

The majority of customers prefer to “experience” products before making purchases, and the best way to capitalize on that is to open physical stores.

Focus on Smart Brand Packaging

Modern-day shoppers are growing increasingly conscious of what’s inside the items they purchase. As a result, smart packaging is a significant new trend that is beginning to dominate the consumer packaged goods industry.

Smart packaging involves creating labels that detail the contents and related health benefits of a product. Specialty items such as those that are organic, gluten-free, and fair-trade are attractive to modern consumers. So, packaging that conveniently and clearly shows these features can drive higher sales.

This is a potential avenue to target consumers’ lifestyle preferences, which in turn creates more chances to build brand loyalty. Essentially, if the customers trust your product, the more likely they are to keep buying it.

By coupling the opening of physical retail stores with the right kind of physical marketing assets, your brand can reach new consumer audiences while simultaneously maintaining the loyalty of your current ones.

By coupling the opening of physical retail stores with the right kind of physical marketing assets, your brand can reach new consumer audiences while simultaneously maintaining the loyalty of your current ones.

Conclusion

New trends are dominating the market in 2019 and forecasted to continue driving the retail industry into the next level. Pop-up stores are providing a fun, temporary environment that drives demand generation among shoppers. Online brands are opening up physical stores to give customers the full “experience.” And the revolution of smart packaging is changing the way brands communicate product value to audiences.

By understanding these emerging market trends, brands can thrive on new opportunities by directly engaging with consumers through various touchpoints in their retail journey.

And by working with a trusted partner who can help you take advantage of these new opportunities in market trends, your brand can compete on the quality and effectiveness of delivering value to your customers.

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Why NVISION?

NVISION® is a marketing execution company helping Fortune 1000 organizations optimize their marketing supply chain process. We provide the expertise to simplify the creation, procurement, fulfillment, distribution and ongoing account management for customers’ printed marketing materials.

With nearly 100 years of supply chain management expertise in streamlining operations, leveraging buying power and creating innovative solutions, we reduce cost and increase speed-to-market. NVISION provides dedicated experts that understand clients’ brand standards, internal processes, deadlines, and distribution needs.

We manage every step of the process to deliver marketing operations – simplified.

See how NVISION can help your business | Let’s start a conversation about your complimentary assessment!

How Omnichannel Grocers Can Keep Up with the Digital Age of Shopping

While most consumers still prefer to do their grocery shopping in person, the presence of online grocery shopping is becoming more prevalent and is predicted to triple over the next ten years. This is creating new challenges and opportunities for both brand marketers and the consumer packaged goods industry.

Consumers don’t fully recognize the convenience of online grocery shopping yet, but omnichannel grocers can capitalize on the e-commerce market by customizing the online experience to their customers and incentivizing them to order online more than once.

According to Stephen Caine and Michelle Paratore at Bain & Company, “Only 42% of first-time users say online grocery shopping saves time, but it gets easier the more they try it.”  If grocers can keep customers coming back to online ordering, the likelihood of the customers using the same method and consistent brand products increase in the future.

So, what exactly do grocers need to do to prepare for the rising digital age of shopping?

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Create a Convenient Online User Experience

Customers still consider shopping at a physical grocery store to be more convenient than attempting to navigate online grocery shopping. Grocers need to bridge the gap by breaking down the online experience to make it easy and convenient for the consumer to find what they need while also saving them money by suggesting cheaper, similar products.

The key is also personalizing the journey for online shoppers. Grocers can design tools that can touch and influence online shoppers’ decision-making process, such as making product recommendations based on the customer’s previously-purchased items and their shopping patterns.

Another tactic is to minimize the amount of effort required by the consumers by providing them with a visual “shelf” that contains their frequent and repeat orders. By doing so, grocers can make online shopping quicker, easier, and therefore more desirable for its customers.

Grocers need to bridge the gap by breaking down the online experience to make it easy and convenient for the consumer to find what they need while also saving them money by suggesting cheaper, similar products.

Incentivize Customers to Shop Online with Your Brand

According to Caine and Paratore, “75% of online grocery shoppers say they are still using the first online grocer they tried.” Most people have a trusted local grocery store where they always shop. So, if local grocers create an online shopping platform that effectively reels in their loyal, regular customers, the likelihood that they will transition their grocery shopping with the same grocer online is almost guaranteed (the home-store bias).

Grocers can offer rewards to incentivize consumers to continue ordering online. Promotions such as coupons for relevant products, special sales, and spending rewards can serve to both personalize the customer’s experience, and to entice them to make repeat orders with your brand by making checkout quick and easy.

This is also a great opportunity for cross-channel engagement via things like direct mail marketing. Sending customers postcards with URLs or QR codes to unlock the rewards that they can redeem for personalized online coupons is a powerful way to build brand loyalty.

Collaborating your physical marketing tactics to personalize shoppers’ online experience is a powerful way to build brand loyalty.

Offer Cutting-Edge Online Features that Fit the Consumer’s Lifestyle

Many consumers still use physical grocery lists to keep track of their shopping needs. Grocers can target this routine practice by designing an online feature that enables shoppers to log their frequently-purchased items and search for them quickly and easily.

Grocers can take it one step further and even create tools to relate to the customer’s lifestyle preferences. For example, for particularly health-conscious shoppers, grocers can offer recommendations for products and recipes that best fit their healthy lifestyle online and offline.

It’s all about personalizing the experience for each shopper, so they feel seen, understood, and valued by your brand. “Retailers who can deliver frictionless omnichannel experiences by investing in digital experiences and tools that save time for consumers shopping online or in stores will emerge as winners in this rapidly changing grocery landscape,” explain Caine and Paratore.

Retailers who can deliver frictionless omnichannel experiences by providing useful and customized online tools will emerge as winners in this rapidly changing grocery landscape.

Conclusion

While not occurring rapidly, consumers are beginning to transition into the digital age of grocery shopping. Many still find it more convenient to shop at a physical grocery store, but with the emergence of digital generations – such as Millennials and Generation Z – is expected to take the CPG and retail industry into the next chapter of the digital grocery shopping era.

Practical and data-based online tools are an essential part of the online experience that “do the work” for customers to shorten the buying cycle. Based on the customer’s shopping pattern, grocers can provide recommendations for items, store favorite item information for a timely reminder, offer coupons and special discounts specific toward their frequented items to help them accomplish their routine shopping practices.

By understanding how to transition into the digital age of grocery shopping, omnichannel grocers can capitalize on the growth of the online shopping world and boost the effectiveness and efficiency of their physical marketing activities as well. And by working with a trusted partner who can help you take advantage of this up-and-coming shopping platform, your brand can compete and win on the quality and convenience of your online user experience.

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Why NVISION?

NVISION® is a marketing execution company helping Fortune 1000 organizations optimize their marketing supply chain process. We provide the expertise to simplify the creation, procurement, fulfillment, distribution and ongoing account management for customers’ printed marketing materials.

With nearly 100 years of supply chain management expertise in streamlining operations, leveraging buying power and creating innovative solutions, we reduce cost and increase speed-to-market. NVISION provides dedicated experts that understand clients’ brand standards, internal processes, deadlines, and distribution needs.

We manage every step of the process to deliver marketing operations – simplified.

See how NVISION can help your business | Let’s start a conversation about your complimentary assessment!

Three Ways to Make Your POP Pop!

It’s no secret to anyone that as retail marketing technology has begun to transform in-store displays, it is also changing how retailers leverage those displays. According to an Inc.com report, 40 percent of shoppers still make in-store purchases at least once a week. And with so much revenue still flowing through brick-and-mortar retail spaces, one of the biggest ways marketers are seeking to capitalize this business is point-of-purchase (POP) displays.

That’s according to the experts at ThomasNet.com, who explain that POP displays are on the cutting edge of creating new, compelling customer experiences that encourage brand loyalty and drive greater in-store revenue. So, what does a truly exceptional POP display need to have?

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Good POP Displays Are Interactive

Interactive experiences are not only the key to an effective POP display but the secret to a winning in-store retail experience in general. As we’ve discussed on this blog before, brick-and-mortar retailers are embracing the move towards transforming their stores into “experience centers,” where customers can interact with and experience a brand’s products in a way that online shopping just can’t match.

“The option to touch, feel, or test products when applicable is paramount to purchasing decisions,” ThomasNet says. In fact, 61 percent of consumers like trying on the item or actually seeing it in person before committing to an item, according to an Inc.com report. So whatever else your POP displays accomplish, make sure they give your shoppers something to physically interact with.

The option to touch, feel, or test products when applicable is paramount to purchasing decisions.

POP Displays Should Showcase Your Brand Identity

Your retail space is a brand’s world. Everything in it represents what your brand stands for, from the signage colors and materials to the music. And that includes your POP display.

“POP displays should give consumers a taste of the brand the product represents. Consumers in younger generations, especially, are looking to feel a connection with the products they buy—they want to feel good about the purchases they make,” ThomasNet explains.

You should use your POP displays to further your brand’s identity. What does your brand stand for in the minds of consumers? By customizing your POP displays, you can project whatever values represent your brand, from minimalism to environmentalism to outrageousness.

POP displays should give consumers a taste of the brand the product represents.

POP Displays Create Personal Connections

Especially among Millennial shoppers – who make up a larger and larger percentage of the buying public every day – personal connections can lead to long-lasting brand loyalty.

And POP displays are an excellent way to foster those connections. Maybe your POP display showcases “how Brand X shoppers have removed 10,000 tons of plastic waste from the oceans” by buying your recycled fashion products. Or perhaps you use it to show “real people enjoying Brand Y’s products at concerts and music festivals,” in order to let shoppers personally imagine their lives with your product.

“They want to have a medium to connect with the world around them and the causes they care about when they make purchasing decisions. Through showcasing aspects of a business that highlight these things, a retailer or marketer can anticipate a positive consumer response,” ThomasNet explains.

POP displays are an excellent way to nurture personal connections that can lead to long-lasting brand loyalty.

Conclusion

By understanding the changing role of brick-and-mortar retail spaces as customer experience centers, brand marketers can start to leverage the true power of POP displays. And by working with a trusted partner who can deliver highly customized and unique POP displays, on-time and on-budget, your brand can compete and win on the quality of your retail customer experiences.

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Why NVISION?

NVISION® is a marketing execution company helping Fortune 1000 organizations optimize their marketing supply chain process. We provide the expertise to simplify the creation, procurement, fulfillment, distribution and ongoing account management for customers’ printed marketing materials.

With nearly 100 years of supply chain management expertise in streamlining operations, leveraging buying power and creating innovative solutions, we reduce cost and increase speed-to-market. NVISION provides dedicated experts that understand clients’ brand standards, internal processes, deadlines, and distribution needs.

We manage every step of the process to deliver marketing operations – simplified.

See how NVISION can help your business | Let’s start a conversation about your complimentary assessment!

Top Brand Marketing Trends for 2019

2019 is set to be a game-changing year for brand marketers. Between a rapidly shifting political landscape and fast increases in marketing technology, the way marketers do their jobs – and how brands connect with their customers – is likely to witness some major new trends that they’ll need to be prepared for to capitalize on.

That’s according to an article by Michael Stone, published in Forbes that while “we live in a time of radical transformation” of the retail space, savvy marketers can still prepare themselves for success.

So, what significant trends are set to shape the marketing landscape in 2019?

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Merging Online and In-Store Customer Journeys

One of the biggest marketing trends set to continue well beyond 2019 is the merging of an online and in-store customer retail journeys.

As Stone says, “the blurring of online and offline retail will continue at an increased pace.” This is made possible in large part due to advances in customer data tracking and analysis. Thanks to a multi-channel understanding of a customer’s interactions with your brand, you can drive them either to your brick-and-mortar space or your e-commerce website by offering personalized deals through either channel.

At any rate, brands will need to ensure both their digital and in-store marketing are in healthy, fighting shape, as competition continues to grow from retailers moving from one space into the other (like Amazon’s move into brick-and-mortar, and Walmart’s robust online shopping platform). Stone explains: “Retailers will not [be able to] sit still as they continue to up their game.”

One of the biggest trends for 2019 and beyond is the merging of an online and in-store customer journeys.

Creating Compelling In-Store Experiences

As we’ve discussed on the NVISION blog before, one of the most interesting retail marketing trends is the growing appeal of transforming retail stores into “experience centers.”

With online shopping and e-commerce becoming easier and faster every day (especially with services that offer next-day or even same-day delivery), brands must find new ways to draw customers into their brick-and-mortar stores. To do so, they are creating experience centers, where customers can physically touch, try, handle, and use the company’s products, and even test them in a real-world environment.

“Brands will continue to look for ways to ‘pull’ customers into the brand rather than ‘pushing’ the brand at them,” Stone explains, “such as creatively driven pop-up stores; new, permanent mono-branded stores; malls featuring spa services, tailoring, and personal stylists; branded hotels; themed restaurants; and themed exhibits. Brands and consumers will become more ‘entangled.’”

And as the popularity of these brick-and-mortar experiences grows, so too will the need for brands to create, produce, and deliver their physical marketing materials on-time, on-budget, and with empowered flexibility.

Transforming retail stores into “experience centers,” brands will continue to look for ways to attract customers by offering hyper-personalization.

Brands Taking Positions in a Shifting Political Landscape

For years, brands were told to “stay in your lane” and athletes were told to “stick to sports.” But 2019 promises to be a year where much of the rules around marketing and politics change.

As Stone points out, many brands have been “forced” to take a stand politically, citing the example of many brands pulling their support (and advertising dollars) and “abandoning the NRA following the shooting last February at Marjory Stoneman Douglas High School in Florida.”

Other have chosen to take a stand and roll the dice both financially and politically, such as Nike did in 2018 when it made former NFL quarterback and civil rights activist Colin Kaepernick its spokesperson.

“Brands are increasingly aware that younger consumers want their brands to take a position and to have a purpose,” Stone writes. And whether that position is something fairly uncontroversial – like using sustainable manufacturing processes or promoting female executives to leadership roles – or whether it is a new hot-button issue for 2019 (like the widespread legalization of the marijuana industry in the U.S. and Canada), customers want their brands to stand for something.

Brands are expected to take a position and to have a purpose for hot-button issues.

Conclusion

2019 will be a year of new trends and changes for marketers everywhere. Between a shifting political landscape and the continued blurring of the online and in-store retail spaces, having flexible and reliable marketing operations will allow many brands to capitalize on these changing trends and post record-breaking years. And that’s a trend we can all hope for.

Related blogs:

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Why NVISION?

NVISION® is a marketing execution company helping Fortune 1000 organizations optimize their marketing supply chain process. We provide the expertise to simplify the creation, procurement, fulfillment, distribution and ongoing account management for customers’ printed marketing materials.

With nearly 100 years of supply chain management expertise in streamlining operations, leveraging buying power and creating innovative solutions, we reduce cost and increase speed-to-market. NVISION provides dedicated experts that understand clients’ brand standards, internal processes, deadlines, and distribution needs.

We manage every step of the process to deliver marketing operations – simplified.

See how NVISION can help your business | Let’s start a conversation about your complimentary assessment!