Understand and Target Your Audience
Deal Seekers
Consumers across incomes learned to economize during the Great Recession (2007 to 2009) and see no reason to change their behaviour.
Tips
- Provide value with discounts or loyalty program offers
- Be mobile as they use smartphones in-store to seek deals
Luxury Shoppers
The luxury shopper has the means to purchase luxury items at will, without concern for finances.
Tips
- Promote secret and exclusive brand experiences
- Lure luxury shoppers with highly personalised online experiences
Gen Z Shoppers
Gen Z wants brands to have a positive purpose that improves the world in some way—such as being carbon conscious and socially aware.
Tips
- Communicate your purpose and values
- Improve the online experience with quality rich media ads
Millennial Shoppers
Because they grew up in a tech-savvy world, millennials have grown to expect hyper-relevant advertising.
Tips
- Make shoppable content a key strategy
- Leverage CTV, as 60% seek out more information after exposure
Mia
- Deal seekers extend across ages, income levels and regions
Sam
- Average household income $125k to $250k
- 67% are aged 25-44 and 58% are male
Jack
- Born 1997 onward
- Uses a laptop to shop online (63% of Gen Zs do)
Chris
- Spends more online than other generations
- Looking for convenience, affordability and relies on reviews
Own the Retail Purchase Journey Online and Offline
Awareness
Triggers and Influencers
Online
- Online ads
- Digital influencers
- Online shops
- Email promotions
Offline
- Connected TV ads
- Physical shops
- Talking to friends or family
Consideration
Product and Company Research
Online
- Online reviews
- Company websites
Offline
- Video completion retargeting with display or native
Conversion
When and Where to Buy
Online
- E-commerce stores
- Mobile
Offline
- Physical stores
- Ad retargeting
Evaluation
Experience and Feedback
Online
- Seller/brand website
- Online forums
- Social media platforms
Offline
- Sharing with friends or family
Connected to the Platforms That Power Your Retail Campaigns
Consumer action, such as footfall traffic, is the measure of success in the retail industry. Connect the digital world to real world offline behaviours by leveraging a location intelligence vendor.
Attract Attention and Engagement
The ability to assert your creative prowess in the retail industry is limitless, especially with rich media ads. Consider leveraging carousel and lookbook units, or dynamic retargeting.
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