In the last few years, Luth Research has seen an abundance of requests from clients that want to truly understand their customer journey online AND in-store. These clients are no longer only the ones that you would expect to sell products online. Consumers are now buying almost everything online including toothpaste and mouthwash - products that were typically only bought in-store just a few years ago.
This shift has prompted companies to gather a new type of shopper insight data. With lines blurred between in-store and online shopping, it is critical to understand touchpoints for both journeys to be able to optimize presence wherever the shopper engages. Using toothpaste as an example, it is important to understand how the decision to shop in-store vs. online is made:
Once you've identified the key questions that need answers, it's time to choose a methodology that is well suited to help you track consumer behavior. For the type of shopper insight data in our example of shopping for toothpaste, we recommend a three-stage exploration of consumer behaviors:
Bees are genius. As well as providing us with delicious honey (and, you know, keeping nature ticking) they also make propolis - a gloopy substance that since ancient civilisation has been recognised for its medicinal benefits. We've included propolis specifically for its antiseptic cleansing properties, just what you want in a toothpaste then.
Ecommerce activity soared in the early stages of the pandemic as consumers flocked online to stock up on home office furniture, masks, sweatpants, and even groceries. Many physical businesses invested significantly in same-day delivery and curbside pickup as a result, letting their customers shop online and stay safe while picking up items in person.
Yoga Wild, a studio based in Washington state, launched on-demand virtual classes during the pandemic for a low subscription fee. It also showcased shorter, free versions of its classes. Virtual classes help teachers maintain relationships with existing students, and expand their reach to new ones who may return to studios or continue online.
And apparently, few of us miss buying toothpaste at grocery stores in real life. Forty percent of consumers bought more personal care products online during the pandemic, and 17% plan to buy more after the pandemic. The pandemic gave us the opportunity to skip those humdrum trips to the drugstore for items like shampoo, razors, menstrual pads, and head straight to online retailers.
Alternatively, you could focus on differentiating yourself from the generics of the world through high-quality formulations. Twice is a premium toothpaste brand backed by Lenny Kravitz, and invented by a family of dentists. It boasts vitamins and antioxidants, and uses 100% recyclable packaging.
While the pandemic transformed virtually every area of modern life, it had a dramatic effect on shopping trends in particular. Post pandemic shopping trends include consumers continuing to order their favorite items online and continuing to utilize same-day delivery and curbside pickup.
This is an area of great product innovation, with major launches of new toothpastes on an almost monthly basis. The current focus is on toothpastes that protect the enamel and eliminate dentine sensitivity. Most toothpastes do as standard contain fluoride to prevent tooth decay and an anti-bacterial to eliminate bacterial plaque. Should you have a specific requirement not covered below do contact us and we will see what we can do. 59ce067264