After a global FMCG brand optimized its marketing strategy for the omnichannel shopper in a developed market using Nepa’s Path to Purchase solution, it turned its sights to winning in emerging markets. The brand saw an opportunity to get ahead of competition by understanding the complex path to purchase that exists even in markets that are traditionally dominated by in-store marketing and purchases.
- Industry: FMCG
- Location: Emerging Market
- Solutions: Path to Purchase
- Company Size: Enterprise
There is no one path taken by all shoppers – and Nepa’s Path to Purchase provides a holistic understanding of the touchpoints that matter most.
A community of 1,000 shoppers shared web and app usage behavior and participated in ongoing diaries and surveys to map the entire path for individuals. Each shopper journey is mapped – from triggers to final point of purchase and all the research and external influences in between. Nepa’s advanced data modelling techniques rank all in-store and online touchpoints to understand how shoppers are influenced and optimize media allocation for conversion.
Understanding the path to purchase for shoppers in an emerging market identified key messages for the brand to convey to shoppers at the moments that matter most for conversion, both pre-store and in-store.
Because of this research, this fast-moving consumer goods company has a competitive advantage to convert consumers while other competitors are marketing in-store or applying knowledge from other regions that do not hold true in emerging markets.