Can the CPG industry speed up its delivery of store inventory to sustain profitability? And can the consumer insights teams for brands and retailers speed up their delivery of CPG data to meet the unavoidably punishing deadlines that come with the breakneck pace of today's on-demand mobile commerce?
The rising demand for speed, the intensity of deadline pressure, and the huge stakes involved are documented in a recent study by the Grocery Manufacturers’ Assn. (GMA) called “How CPG Supply Chains Are Preparing for Seismic Change.” A key takeaway is that producers of consumer goods face increasingly intense pressure to deliver products faster, and to a more diverse array of outlets, including the warehouses of Amazon and other e-commerce sites as well as traditional bricks-and-mortar stores. Retailers, the report says, are enforcing delivery deadlines by imposing fines when product shipments don’t arrive on time. All for the sake of ensuring that shoppers will be buyers, not non-buyers.
Understanding non-buyers is crucial in any context, and Path-2-Purchase™ Platform gives the consumer insights teams of CPG brands and retailers an unprecedented opportunity for fast insights. Here's how it works:
- Researchers can track where validated U.S. consumers are now, and where they’ve been in the past, across 12.5 million U.S. locations, including all outlets of the top 1,000 retailers.
- Immediately target mobile surveys to any relevant consumer profile, with the ability to build custom segments based on who panelists are and where they’ve gone.
- Identify and use proprietary mobile GeoIntensity® and GeoNotification® technologies to approach consumers who sometimes go to your own store, and sometimes to a competitor’s stores.
- Talk to targeted shoppers instantly in-store or just after they’ve left, while the experience and their emotions are still vivid and unimpeded by recall bias.
- Identify non-buyers in the exit interview, and explore why they bought nothing, or didn't buy all the items they had intended.
- How big a factor is unavailability, as opposed to pricing? Did the shopper ask for help finding the product? Does the data point toward delayed or incomplete product delivery? Answer these questions and you'll give your decision-making research stakeholders a road map to reducing non-buyers and the lost sales they represent.
For a productive conversation about Path-2-Purchase™ and how to use it for insights into non-buying behavior, just get in touch by clicking here. And to see the GMA’s report on CPG supply-chain issues, just click here.