TIMES & TRENDS: ZERO-MOMENT OF TRUTH
Redefining the Consumer Decision-Making Process
In CPG, the evolution of the consumer in response to the economy has been marked by obstacles and opportunities. Behavioral changes observed over the past year have centered largely on cost-cutting. Channel migration has increased in response to high levels of deal-seeking behavior. Consumers are trading down and, sometimes, trading out in order to save money. Perhaps the most significant change, however, is that the nexus of the consumer decision-making process has shifted. Today, more than three-quarters of consumers’ CPG decisions are made before even reaching the retail environment.
How can you prevent your brand or category from being de-selected before the consumer even reaches the store?
Based on the latest Times & Trends report, this webinar provides insight into the mind of the new CPG consumer within the roles of shopper, buyer and end-user. Consumer decision making is indeed complex, and this session will dissect the process from the recognition of a need all the way through post-purchase evaluation. No doubt, consumer packaged goods is a whole new ballgame today, centered on the consumer. CPG marketers with an intimate understanding of how the consumer is wired and a deft ability to market to the new consumer will win the game in the long run.
- SEE how consumers behave and make decisions as shoppers, buyers and end-users and how you can deliver against each of these roles.
- ACT by executing product, customer, and in-store marketing programs designed to affect the consumer decision-making process at the three stages along the route from home to store.
- WIN with strategies that maximize opportunity within the new, emerging retail environment.
Host: Susan Viamari, Editor of Times & Trends, IRI
Duration: 60 Minutes