Audience Recommendations for Every Vertical
It is therefore unsurprising that food retailers in the UK are looking for deeper insights into the profiles, preferences and behaviour of their eShoppers.
With seemingly endless consumer paths available, decision makers need visibility into their impact on the consumer experience to help food retailers better understand the full consumer journey and purchase triggers.
This is why a leading global fast-moving consumer goods (FMCG) brand tasked Comscore with helping them to better understand their shoppers' online journey and to profile their eShoppers. The goal was to share the recommendations internally and with retailers as well as helping them to increase market share and become product category leaders.
This is why a leading global FMCG brand tasked Comscore with helping them to better understand their shoppers’ online journey and to profile their eShoppers. The goal was to share the recommendations internally and with retailers as well as helping them to increase market share and become product category leaders.
By leveraging its human panel, Comscore was able to capture desktop eCommerce activity, which, combined with Comscore’s rich behavioural data created a full picture of the brand’s online shopper.
Comscore created a map of the digital trail of consumers prior to visiting the retailer of their choice. Touchpoints were identified and algorithms identified patterns helping the FMCG brand understand the best opportunities to engage with eShoppers before they reached a retailer.
Comscore then drilled down further into activity on the individual retailer level, sharing which areas the users interacted with the most and how it impacts the purchase, enabling the brand to understand the relevance and effectiveness of each area before aligning their strategy accordingly.
As a result of the project, this leading international FMCG brand could use the insights to work towards increasing its market share, gaining better reach and engaging with buyers on certain retailer sites. Additionally, the brand has been able to optimise their advertising along the consumer journey to develop more effective marketing.