Shoppers’ purchase considerations hold the key to effective product merchandising planning for CPG brands


Shoppers’ purchase considerations hold the key to effective product merchandising planning for CPG brands

The COVID-19 pandemic and subsequent lockdowns have rattled economies and consumers’ day-to-day lives. This includes how and when they shop, as well as the motivations driving their purchase behavior.

Now, with supply chains starting to normalize, promotional sales in many markets are on the path toward pre-Covid levels, just in time to meet constrained, budget-conscious shoppers.

Shopper trends post-pandemic provide a road map for how brands can leverage the considerations of the constrained consumer to inform product merchandising and marketing aspects such as messaging, packaging, and placement.

The pandemic has drastically altered the world economy, leading to a drastic increase in the number of budget-conscious shoppers. While only roughly 50% of consumers were constrained (consciously watching what they spend) prior to the pandemic, nearly 80% are now. 

Furthermore, our Unlocking Consumption global survey research showed that 66% of global consumers have changed how they buy categories and brands, even making choices that have impacted brand loyalty.

This has leveled the playing field for brands that can meet customers in-store, adapting their product merchandising tactics to appeal to a new, wider customer base.

How to capitalize on changes in shopper behavior

So many aspects of in-store marketing and purchasing happen in silos. To be successful, brands will have to integrate what they’ve learned about changes in shopper behavior with their product-marketing efforts. But how can you tell exactly what will resonate with constrained consumers?

With NielsenIQ’s Smart Store solution, you can validate your in-store plans with actual shoppers, using that feedback to develop better product placement, packaging, messaging, and your planograms. 

With Smart Store, you get real shopper insights that you can use to drive in-store product merchandising, to become an influencer with retailers, and to stay ahead of changing shopper trends.

Relying on data that you can trust, and turning to experts who can sift through the data to provide insights that actually drive action, are the most important things you can do today to remain successful given changing shopper behavior in an unpredictable world.

To achieve these results in-store with shoppers and retailers in-store, our clients use Smart Store to test possible future shelf, aisle, and display layouts against a control. 

Real Smart Store results

Smart Store case studies have shown:

  • The test scenario maintained shopper interaction with high-equity brands, and the proposed layout made it easier for customers to navigate efficiently, as well as have a better shopping experience
  • The test scenario led to an increase in both category and brand growth 

The pandemic and shift in consumer priorities can either help or hinder your business, depending on whether you’re using traditional, slow historical research or in-the-moment shopper insights. 

Don’t miss the opportunity to benefit your brand and capture more shoppers in-store. Learn more about Smart Store here.