BRAND DEPLOYMENT

Over 55's - Be Ready for the big switch

Habits change during big life events and the over 55's aren't immune to the power of change - how do brands and retailers go about retaining their most valuable customers

 

By being ready for the big switch - Upweight trial tactics to capture shoppers in a stage of flux and plan to guard against private label

 

3 factors will make H2 2020 a shake up for many grocery categories. The knock on impact of major life events, the inevitable triggers from changing shopping habits and the all but certain recession ahead.

 

Behavioural scientist @Richard Shotton states that we are more open to changing habits during big life events and brands need to invest so as not to get left behind.

 

Normally this is interpreted as the start of a New Year, or when a milestone birthday is approaching. However pandemics could also fall neatly into that category. These moments cause us to reflect and reassess choices.

 

For grocery shopping, this might not mean an existential crisis when deciding which coffee to buy, but the mindset does again filter through to everyday decision making at a subconscious level.

 

Kantar data also shows that changes in shopping behaviour, such as which channel we shop through makes us more prone to changing the brands we choose.

 

Finally, over 55’s shoppers may be less susceptible to the direct effects of recessions (albeit far from immune), but the recessionary environment will lead many to focus in on saving money. Coupled with a rate of grocery inflation that’s twice the normal average right now means we can expect some significant changes in shopper bases over the next 12-18 months.

 

WHAT DOES THIS MEAN FOR FMCG BRANDS?

  • Reflect and reframe the major changes in all of our lives as a trigger to switching.
  • Target shoppers that are new to channels with trial tactics as they’re more likely to try something new.
  • Look at your price and promo strategy with the 08/09 recession in  mind. Private label won then. What will be different this time around?

RELATED PAGES

Over 55's Re build trust and leverage confidence

Over 55’s are the most valuable group of shoppers in the UK, they are most affected by the global pandemic and likely the last group to be considered by marketeers when planning campaigns. The first of our 5 areas of focus to address the current and anticipated needs of this group is to re-build trust and leverage confidence - How?

Over 55's - Create better online Shopping experiences

Following on from our initial focus of re-building trust and leveraging confidence in over 55's, we now look at how retailers can create better online shopping experiences with the needs and expectations over 55's at the forefront of design.  

 

Over 55's - Highlight health & hygiene

With a huge rise in awareness of health and hygiene, how do brands and retailers give the over 55's comfort that safety remains a priority for the long term?

Over 55's - Serve new occasions at home

The madness of 2020 has delivered us plenty of unexpected family time and a renewed focus on home entertaining and celebrations. Understanding over 55's adapt to this will be key to delivery engaging campaigns to capture their attention.

BS101 - Just for fun

You’re back for more? 

Onwards to BS101 lesson number two of using insights from Behavioural Science to help you create campaigns that stand out from the crowd. Let’s get ready to turn browsers into buyers!

BS101 - Make Your Choice

Retailers and brands are always keen to get into the head of the shoppers and find out what makes them tick, think, act, shop and ultimately buy!  Take a peek at our first episode of BS101 – make your choice. We hope it doesn’t disappoint but only you can decide.

BS101 - Make it Simple

Behavioural Science can help you understand the difference between creating campaigns that draw the eye and creating campaigns that can open wallets. It’s not as scary as it sounds, though, and often, it’s the small things that make the biggest impact. Read about how to make it simple for the shopper.

BS101 - Play the Game

Behavioural Science tells us that our very existence comes down to how we’ve evolved over time. We’re shaped by the challenges we face – and the ways we overcome them. This most certainly applies to the roles people play when they enter the shopping arena, with only their wits and their wallets for armoury.

BS101 - Dangle a Carrot

Interested in reading the next in our series? Of course you are, because it’s almost like you’re being tempted to continue through the series by way of the promise of some kind of reward in each post. With that in mind…

BS101: Let's Value Others

Do you care what your competitors think of you? Of course you do (we know you do). Get them to feel nothing but envy towards you as you show them how it’s done when it comes to cracking consumer marketing.

BS101: Change the Context

At Communisis, we have a commitment to show that we really Value Others, and that’s why we’re going to ask if you’re enjoying our Behavioural Science series of marketing insights.

You are? Brilliant. Let’s crack on, and start looking at changing things up a bit in how we present our brand identity and reflect this in the products we showcase.

BS101: Make it Personal

We’ve made a successful name for ourselves over the years in having worked closely with our clients to solve the problems they have and to create the opportunities they need. That’s exactly what you need to do for your customers. The trick? Getting personal.

BS101: Strike a Chord

Feel like you’re really getting on board with our ideas and insight for your future campaigns? Brilliant. We’re just sorry we can’t Make it Personal in the case of this series (which is of course open to everybody). Remember that we can still Make it Simple, though!

We’ve arrived at the penultimate post in the series to help you create compelling campaigns, so let’s really try to make it sing and hit this one home.

X