FROM THE BLOG

Behavioral Science Lab Decodes Grocery Shopper Purchasing

Insightful findings from our client, Sanders Wingo, concerning the Millennial-mom shopper. “We found that Millennial moms are not a single grocery-shopper group. Instead, they exist as portions of multiple shopper segments, so approaching them with a singular Millennial-mom message will likely fall short.”

 

Behavioral Science Lab (BSL), a strategic partnership between SandersWingo and Somerset Consulting Group, today announced the findings of its landmark Female Grocery Shopper Study.

The study considered both the type of retail food store patronized and products purchased, ranging from food to personal care to pets. Millennial moms were recruited into the study as a subset of a nationally representative female head-of-house primary-grocery-shopper sample of 540. BSL applied the MINDGUIDE service to this sample in a multiphase, five-month-long study.

This report identifies how 10 specific purchase “influencers” drive shoppers’ purchase decisions of where and what to buy. Four different key sales messages, developed to appeal to a specific Primary Influencer segment, were tested and shown to be attractive only to the segment with that Primary Influencer. This validated MINDGUIDE by showing resonance between a communication containing the information and the group “looking” for it.

“MINDGUIDE is the next generation of marketing insight, resulting in more-valuable, -actionable and -effective engagement strategies,” noted Tim Gohmann, principal for Somerset Consulting and Chief Science Officer for BSL. “Each of the female-shopper segments we identified has a very specific set of shopping-decision criteria that must be addressed before they even enter the store, offering grocers, food retailers and CPG marketers a more effective avenue of engagement.”

SandersWingo Senior Brand Strategist Christian Goy added, “The marketing industry is still working to figure out the Millennial mom shopper. We found that Millennial moms are not a single grocery-shopper group. Instead, they exist as portions of multiple shopper segments, so approaching them with a singular Millennial-mom message will likely fall short.”

To download the Behavioral Science Lab 2013 Female Grocery Shopper Study and be included in our exclusive Webinar, visit behavioralsciencelab.com/study.

About SandersWingo

SandersWingo’s work includes strategy, media and creative development for AT&T, MINI USA, Ocean Alexander and others. The agency is home to more than 90 creative entrepreneurs and independent thinkers in El Paso and Austin, Texas, as well as satellite offices in New York and Atlanta. Learn more at sanderswingo.com

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