“Regular readers know how much I like activating cause marketing on packaging. That’s because once someone is in the store, the last opportunity you have to reach them with a cause marketing appeal is when they see it on the packaging.”That was rational reasoning and long experience talking. Now a new study I came across from POPAI, the global association for marketing at retail, confirms my rationale.
“When we look at the data from POPAI’s series of long running shopper research projects aimed at providing new information on how shoppers behave when they are in different types of stores deciding which categories and brands to buy we see that it all comes down to one thing – in-store marketing.”POPAI segments shoppers into four basic profiles: Time Stressed, Explorer, Trip Planner and Bargain Hunter. The Time Stressed and the Explorer represent 55 percent of all shoppers and it’s these two profiles that are most likely to purchase on impulse. Both also have the highest average basket prices.
Labels: cause marketing, Cause Marketing Activation, cause marketing at retail, Cause Marketing Packaging, cause marketing tests, POPAI, Snack Pack