Shopping attitudes and behaviors know no borders; they are common across the globe.
Shopping attitudes and behaviors know no borders; they are common across the globe. Therefore, multinational CPG brand suppliers and retailers should strategize by common shopper patterns rather than by geography, indicates new Ipsos research of people in 23 countries.
For brands and merchants that segment and market accordingly, the study described five kinds of global shoppers, each with distinctive traits:
“Retail strategies should align with shopping styles, which are not necessarily dictated by geography,” says Donna Wydra, senior vice president, Ipsos Marketing, U.S. Shopper & Retail. “For example, Brand Lovers dominate across China, India, Russia and Turkey. Therefore, marketers can take advantage of the opportunities that this provides as brands become more affordable in these growing economies. On the other hand, there is a need to continue to promote and meet the needs of the bargain hunters found in the U.S., Canada, Great Britain and Australia for whom smart shopping has become a way of life.”
The Lempert Report believes these commonalities could help multinationals develop common platforms with extensive reach. This could bring market efficiencies, which in turn could help moderate prices and keep brands and outlets more competitive. Within the multicultural U.S., however, marketers should keep their targeting and refinement energies high because the state of competition demands it.