With less than a quarter of products being bought habitually (24%), shoppers are very open to influence during their purchasing journey. That’s according to new research from Tesco Media in partnership with MTM consultancy entitled Moving Mindsets.
The research suggests that 70% of consumers also enjoy discovering new brands during their shop which means it’s an ideal opportunity for brands to get in front of consumers, whether that’s in-store or online.
The study was conducted among more than 7,000 Tesco shoppers and found there were seven distinct shopper mindsets, but critically that nearly half of the shopping journey is spent in an “emotionally open, constant inspiration ecosystem”. Around half (51%) of shoppers switch from ‘functional’ to ‘emotive’ mindsets as they shop, while nearly three-quarters are also open to non-endemic brand ads, including entertainment and financial services.
Stacy Gratz, sales and marketing director at Tesco Media, says: “Moving Mindsets contradicts the popular assumption that people walk into a supermarket with their minds made up and a list ready to tick off. Instead, this research shows that shoppers are curious, eager to discover new products, and open to inspiration throughout their journey.”
