A whopping 43% of FMCG (fast-moving consumers goods) shopping trips are taking place online. What’s more, the average consumer spends £43 per online visit compared to just £10 in brick and mortar stores.
As part of this rapidly changing picture (or jigsaw) mobile has emerged as an increasingly important channel, with UK consumers using social media to research products and compare prices, often continuing to do so on smartphones whilst browsing the shopping aisles. And, while the major FMCG companies are already household names and enjoy high levels of brand awareness, increasing purchase frequency can be a challenge.
One way to tackle this is to address the changing behaviours of Millennial shoppers who have surpassed Boomers as the largest living generation in the UK. This young consumer group is quickly growing in purchasing power, as many of its members advance in their careers while starting families of their own.
It’s worth noting that 66% of UK Millennial mums started doing more online shopping after they became parents, with 83% sharing their retail experiences online. Add to this the fact that 88% of UK mothers log into their Facebook page each day, and you can see why it’s important to leverage social platforms effectively.
Millennials have also been found to be more likely to trial new products. FMCGs should, therefore, seize this opportunity to win over this growing demographic.
To this end, each social media platform must be approached differently, with granular targeting and a strategic as well as a tactical framework.
For instance, we know that consumers use Pinterest to plan, so promote ads on this platform well in advance, to capture user interest in the consideration phase. According to Pinterest’s data, ‘food & drink’ and ‘beauty’ are two of its most popular categories.
Meanwhile, Snapchat use is not confined to the super-young. Some 10 million Brits access the app each day, while 70% UK Snapchatters are over 18 years’ old. Reaching users with quirky, playful content on the platform is a great way to raise awareness of products. Consider tapping into ‘Snapchat Lifestyle Categories’ to target people based on their interests or platform engagement: whether they are ‘foodies’, sports fans, or TV enthusiasts, for instance.
E-commerce in the FMCG world is still a relatively new tactic but if used correctly, social platforms can be incredibly effective in driving messaging home to shoppers who have already expressed an interest in a brand, ultimately guiding them through to conversion.
For instance, FMCG brands can showcase multiple products or deals within one single ad unit using Facebook Carousel Ads – a format which works especially well around key seasonal shopping events such as Valentine’s and Easter. Bear in mind, too, that it is possible to use a combination of behavioural, demographic, interest, and household composition targeting on this platform.
Fortunately, loyalty to brands appears quite ingrained, with research having shown that 23% of annual online FMCG spend is tied to a single trader. That’s a great starting point to increase frequency of spend, loyalty to your brand, and a one-to-one relationship with the shopper. Social platforms offer advertisers a unique opportunity to personalise messaging and creative to individual consumers, appealing to their interest in online discovery and shopping, which will ultimately evolve to mobile purchasing.
By Ruth Arber, vice president of strategic accounts at Adaptly
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