IRI: Target Consumers at Home

DAVID ORGEL

ORLANDO, Fla. — Marketers need to adjust their strategies to account for the increasing tendency of shoppers in this recession to make purchase decisions before arriving at the store, said Thomas Blischok, president, Consulting and Innovation, Information Resources Inc., Chicago.

“The marketing opportunity is about addressing the shopper in the home,” Blischock said in a research-based presentation last week at Food Marketing Institute's Midwinter Executive Conference here.

He said IRI research found that 76% of respondents plan to make purchase decisions at home or on the way to the store, rather than in the store.

He called the phenomenon the “zero moment of truth” and said that list-making plays into this shopper strategy.

“‘List’ is a key word driving 2009 decisions,” he said.

Blischock said consumers are sticking to their prearranged buying plans and avoiding new products.

They are also embracing a “downturn diet” that includes smaller portions, less junk food, snacks replacing some full meals, and skipping meals to save money, he said.

“You need to create downturn-diet sales and marketing strategies,” he said.

He also urged marketers to reposition around value and affordability, particularly with health and wellness; to streamline coupons, and to avoid an aggressive buildup of in-store marketing at this time.