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Helping a global FMCG understand shopper behaviours
Challenge
Create a bespoke training resource which showcases how to effectively engage Millennials across the European market with shopper media.
Campaign highlight
Fact: Millennials over-index in identifying Discounters (like Aldi, Asda, & Lidl) and Convenience stores (like Spar, Nisa, and Costcutter) as their main supermarket. After Tesco, Aldi is the second most likely to be their main supermarket (cited by 17% of millennials).
Approach
Initially we conducted in-depth research to gain a deep understanding of 'Millennials' who actually represent 20% of the European population.
Here we looked to understand their interests including the environment and community as well as any financial priorities and shopper focused attitudes and behaviours.
Once this profile was created, we worked to understand their interaction with media to create specific investment recommendations, alongside media implementation best practices.
Campaign Statistics
75%
Of millennials use their phone to shop
£47.90
Average cost of a weekly grocery shop for millenials
52%
Of millennials are more likely to make impulse purchases than other generations
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