How to Use Today’s Consumer Data to Inform Tomorrow’s Campaign Strategy
As back-to-school fades into fall, consumer shopping habits are shifting along with the season. Pens, pencils and remote learning supplies are being swapped for “soup” (44% sales lift), “saltine crackers” (23% sales lift) and “chest rubs/cold remedies” (22% sales lift).[1]
“Gourds” (8.1M% sales lift) and “pumpkins” (357.5K% sales lift) are particularly popular this time of year. “Cider” (611% sales lift), “sweet potatoes” (293.2% sales lift) and “pie crust” (233% sales lift) are also on consumers' radar.
The broad range of possibilities for fall can be indicative of the types of campaigns that may resonate with consumers in 2020. By examining retailer, shopper and point-of-sale data, brands can get a better understanding of the ongoing shifts in consumer behavior and use these insights to inform campaign strategies.
Falling Into a Season of Comfort and Classics
With shoppers still wondering what the next few months will bring, we expect they will turn to classics for comfort and familiarity. "Caramel apples" experienced a 1,200% sales lift last fall, and while the season hasn't kicked into full gear yet, it has already experienced a 24% lift in engagement on social media over the past 30 days.[2]
The term "fall" enjoyed a 40% lift in engagement as well over the past 30 days [3], as did "pumpkin spice," another fall favorite, with a 55% lift in engagement.[4] Brands can use this data to craft content that shows consumers how to spice up their homes for the season and then distribute it to relevant audiences based on previous purchase history or other audience attributes.
Prepared for Anything
Many of the products that experienced notable growth during the spring homeschooling period when the pandemic set in — such as “spray disinfectant” (225% sales lift) and “heavy duty hand cleaner” (211% sales lift) — will still be in demand during the fall season[5] and can be promoted via digital media.
“First aid salve/ointment/antiseptic” products also saw a notable sales lift (84%) during the same period. Based on shifting consumer needs, brands can provide content that resonates with their target market — like a cold and flu stock-up list that appears in retail searches when relevant and available.
Of course, brands also need to be flexible in how they deliver this content. An omnichannel campaign strategy allows brands to connect with consumers wherever they have touchpoints — whether that be on social media, via sponsored search (which has seen a 127% lift in dollar spend)[6], with personalized incentives, with Digital-Out-of-Home messaging as consumers begin to venture out of their homes or through performance media.
Share Meaningful Messages
By drawing upon this data, brands can better understand their shoppers and share messages that are as informative as they are relevant—delivering campaigns that resonate with consumers. As unpredictable as things may seem, brands can benefit by pivoting their marketing efforts to fit the current needs of consumers.
Michael Weis is senior VP, CPG partnerships at Quotient.
[1] Quotient Internal Reporting September—November 2019 vs. January—August 2019
[2] Quotient Muse Trends & Data
[3] Quotient Muse Trends & Data (July 13-August 13 2020)
[4] Quotient Muse Trends & Data (July 13-August 13 2020)
[5] Quotient Internal Reporting (March-May 2020 vs. 2019)
[6] Quotient Internal Reporting (Q1-Q3 2020)
