🔓Pairing Occasions and Products to Unlock Future DemandUnlock Basket Growth with Expanded Shopper Understanding
pepviz | Latent Demand
October 13, 2023
442 words | 2.5 minutes to insight
Shoppers walk when you can’t anticipate what they want.
Shopper needs can reveal future demand
🖼️ big picture: The #1 reason that shoppers don’t make a purchase? "I didn't see anything I wanted."* When retailers stay in front of shoppers’ wants and needs throughout the journey, they can get their high priority products and categories into baskets. Understand what shoppers want, why they want it, and when they want it. Here’s how:
🎯 get granular:
Get on the list before they go in-store. 51% of shoppers recall at least one pre-shop marketing lever related to their purchase.
Remind them when they’re in stores. Impulse purchases outside the primary aisle have increased 1.3X compared to last year, driven by purchases off endcaps.** Look for adjacencies and secondary placements.
Go further with Food & Beverage associated purchases. Don’t stop at cross-purchase behavior or category affinities. Think about what drives certain items to be top-of-mind with others.
Finding the right fit for special occasions
🖼️ big picture: With specific occasions, some attributes become more important. By aligning the right items to the time of year and a specific mindset, it’s possible to maximize impact and increase likelihood of capturing future demand with a focus on key categories.
🎯 get granular:
Back-to-school: promote well-being/performance and better for you with categories like Water and Juice.
National game day: think ingredients for snacks or meals that are fan favorites like Dips.
Seasonal: think creatively about incremental placements for seasonal crowd pleasers, which include Chips and Carbonated Soft Drinks.
Don’t forget: Tailoring your marketing and merchandising to what shoppers seek during the occasion increases the power of suggestion through the right marketing levers. Think relevant bundling and promotions, recipe inspiration, and targeted messaging.
Apply shopper insights to category execution illustrated by Sports Drinks
🖼️ big picture: Shoppers naturally link sports drinks to athletics and even functional well-being or Better for You items. Tapping incremental latent demand opportunities means that leveraging existing affinities like sports and back-to-school occasions can open granular growth.
🎯 get granular:
Back-to-school means back to routine, and better for you as a top-of-mind driver. Position sports drinks as an in-budget lunchbox staple:
Consider merchandising in Deli with prepared sandwiches, fresh fruit, crackers, veggies, and nutritious snacks.
Getting on the list with families represents strong opportunity for growth.
National sporting events and tailgating opportunities have major associations with Sports Drinks/Water. In fact, they are most top-of-mind for soccer, followed by basketball. Tapping latent demand could look like:
Building shopper marketing activations around national soccer events, featuring sports drinks and water products.
Merchandising sports drinks with game-time snack ingredients by bundling or placing displays near refrigerated hot dogs and buns during big sports occasions.
*PepsiCo Demand Accelerator, "Uncovering Latent Demand Opportunities," July 2023
**NAILBITER Impulse Tracker, Location View, August 2023
Unlocking granular growth starts with leveraging the pepviz approach. Partner with your PepsiCo team to reveal shopper needs by using future category demand insights to drive incremental opportunities.
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