EFMP French partners, IFMG Impact Field Marketing Group, share consumer trends, and the way in which brands and retailers are adapting to them, is guaranteeing a bright future for Field Marketing companies. For example, since 2014, FMCG volume growth has been in decline while the value of the market has increased. This is clearly a sign of major changes in customers' purchasing behavior, and due to the monitoring of consumer trends, three main tendencies have been identified. People are looking for a better shopping experience, seeking quality products, and are focusing on buying products under promotion.
The trends indicate that consumers want to consume less, but want more in terms of quality, and they are willing to spend to get it. Consumers have instant access to detailed information about products, and they are making educated choices based on this information. Consumers are aware of technological advancements which allows for the production and availability of healthier, more environmentally friendly options. Decisions, like choosing not to use deodorants that contain aluminum, which may, be linked as a cause of breast cancer or, switching to ecological, re-usable coffee capsules, for environmental reasons, are examples of how consumer choices are shaped based on information available.
The need to offer shoppers a more pleasurable in-store experience is making a great comeback, and a recent survey shows that 40% of consumers feel this way, this figure has doubled in the last three years. According to the survey, innovation at the point of sale and in-store promotions are more effective than advertising, as they had an effect on the promotion of 41% of purchases, as opposed to 38% of purchases having resulted through advertising.
Engaging consumers in unexpected ways which help to connect them to your product's unique value proposition, while giving them an enjoyable experience in-store, can really set your product apart. In-store demo’s and tastings at the point of sale are also effective ways to improve product visibility. This seems to be an under-tapped opportunity, as 23% of consumers complained about the lack of product visibility. Equally, incentivizing consumers at the point of contact with the product is twice as effective as advertisings advertisements, further consolidating the case for field marketing. While point of sale retains its importance as consumers continue to be swayed by what they learn at the point of sale, and this, in turn, influences their decision making.
There is a resurgence, and people are shopping again, Millennials are driving this and are visiting shops more often than the rest of the population on average. This is all good news for Field Marketing companies who can look to capitalize on these favorable trends.