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Shopping: who is the advertiser targeting?

Dennis Hoogervorst, senior sales intelligence consultant and Job van den Berg, data strategy director at DPG Media, analyze the outcomes and link them to the role of the advertising brochure in this process.

Within multi-person households, decisions about the purchase of products are often taken jointly, a process known as “family talk” (term used by Prof. Dr. Fred Bronner). Hoogervorst: ‘Based on previous research, we know that family members discuss their purchases (the willingness to compromise is great), that men and women pay attention to different things (there is a certain division of tasks and if there are children, they also participate) and that advertisers and researchers should take more account of the joint decision-making process (not just individualized). ‘

New research by Panel Inzicht

The question we ultimately wanted to answer: which communication target group should an advertiser actually target?

Panel Inzicht asked 1,000 men and women in the age group 20 to 70 years from multi-person households (respondents have a partner and / or one or more children living at home) additional questions. Hoogervorst (see photo above): ‘With this new research, specifically about the FMCG industry, we wanted to gain insights about the decision-making and purchasing process, the role of the decision-maker versus the buyer versus the user and the importance of the product versus the Brand. The question we ultimately wanted to answer: which communication target group should an advertiser actually focus on? ‘

Traditional role pattern not yet broken

In some families, according to the study by Panel Inzicht, one person is responsible for the shopping, in other families it is alternated or done together. Whoever picks up or orders the groceries often does not have to decide alone what to buy, because he / she takes others into account or makes certain purchases on request. The division of tasks in shopping does not appear to be evenly divided between the two partners. Only a quarter say this is done on a 50/50 basis. Four out of five women surveyed indicate that they are responsible for most of the shopping. Half of the men say the same about themselves. Hoogervorst: “It is likely that both groups overestimate their own role (nothing human is alien to us), but the trend is clear. Not only when it comes to actually getting groceries at home, but also when it comes to decisions about which products to buy, the lady of the house has by far the largest share. The proportion of women who say they don’t like shopping is slightly higher among women than men (23% versus 20%), but that is probably because the former have to do that more often. “

It is advisable for advertisers to be “early in the funnel” according to Hoogervorst.

Infographic_FMCG- (7) .pdf

Shopping list as a guide

It is advisable for advertisers to be “early in the funnel” according to Hoogervorst. Although consumers can be tempted to buy (impulse) on the shop floor – offers are important (in fact: 49% say that offers determine where their shopping is done – most Dutch people determine in advance what they want to buy. Most of those who occasionally go shopping use a list: 44% always (50% of women, 39% of men), 33% regularly, only 8% never. There are hardly any differences between different age groups. In cases, such a list gradually takes shape (people keep adding something), but just before going shopping, a number of things are also noted down (this is largely the case with families with young children). ”The messenger mainly determines what will be on the list, but the influence of their partner is almost the same.If there are children in the family, they also have a voice, the older their influence. do not say that they will also do their own shopping for the family; one in three high school students never does, “says Hoogervorst.

Almost everyone (94%) is satisfied with the way in which purchasing decisions are made within the family

Great satisfaction with decision process

The high degree of willingness to compromise that was demonstrated over 15 years ago still appears to be there: purchasing decisions are made in consultation – everyone’s opinion counts – and we feel good about that, according to Hoogervorst. Almost everyone (94%) is satisfied with the way in which purchasing decisions are made within the family. More than a third (36%) sometimes discusses within the family which brands, variants or flavors should be bought, straight couples are considerably more likely than gay couples, but families with teenagers the most (44%). However, it hardly ever happens that one person gets their way, usually a compromise is sought.

The target audience is everyone

Obviously, women have a greater share in shopping and making decisions about what to buy. They therefore form a target group that is in any case important. According to Hoogervorst, this does not detract from the fact that the opinions and preferences of the other family members – partner, children – are taken into account and they also (literally) have a say in the choice process and that they are responsible for some of the messages. “In short, ultimately all family members matter when it comes to marketing communications. Since these target groups have different preferences, it is advisable to respond to them where possible. In any case, activating the consumer does not start in the store, but earlier and the messenger is not alone. That is something to take into account. “

We can really influence consumer behavior. We often do this by means of offers

Advertising brochure is an important data asset in this process of purchasing decisions because, according to Van den Berg (see photo above), we can influence consumer behavior before people enter the store, so early in the funnel. “This research confirms that many of the decisions have already been made in advance. We can really influence consumer behavior. We often do this by means of offers. It is true that it is said that taste and quality are the most important. A correlation analysis in which we look at the unconscious aspect shows that the price is decisive. The advertising brochure is the “guide” for the consumer – all relevant offers and deals come together on the platform and the consumer can select them in a targeted manner. The “My list” functionality helps the consumer to save relevant offers and keep the relevant deals. “

According to Van den Berg, collecting data is essential to allow consumers to make better decisions, of course with due regard for the privacy and consent of customers. “We are allowed to analyze this behavior with the consent of the consumer. In this way we can help retailers and FMCGs to make better decisions. For example, we can reach the target group for those who are not yet considering their brand or store in the decision-making process. To this end, we create tailor-made target groups on the basis of the search and folder behavior on which we can serve out specific communications. “

DPG Media can achieve an enormous reach through the addition of NU.nl. Recently, the Advertising folder data was linked to the DPG Media data warehouse

Van den Berg: “This means that we can reach the unique Audiences advertising folder with digital expressions on our reach titles such as AD and NU.nl. We call this targeted mass reach – our data and reach allow us to reach very specific groups with sufficient scale. This way you create awareness with as little waste as possible. “

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