Médiaperformances presents the results of its Shopper Ads 2024 Observatory

Médiaperformances Presents the Results of its Shopper Ads 2024 Observatory

Eight out of ten shoppers are influenced by at least one point of contact before or during purchase (+9 points since 2022)

Paris, 25 September 2024 – Médiaperformances, leader in on and off shopper activation media, unveils the results of the 2nd edition of its Shopper Ads Observatory^[1] carried out in collaboration with IPSOS.
Against a backdrop of successive crises, rising prices and the end of advertising leaflets, the study analyses the factors influencing consumers’ decisions when purchasing FMCG products.

Rising Prices Make Buyers More Proactive and Attentive

Inflation has had a major impact on consumer behaviour, with 64% declaring that rising prices are by far their main source of concern.
Now more vigilant, they compare prices and brands, 68% of them have had to reconsider their purchasing frequency and 6 out of 10 have even reduced the quantities of products they buy.

Furthermore, before visiting a store or e-commerce site, 36% (+10 points vs. 2022) of consumers know what type of product they are going to buy, without knowing precisely which brand.
Their decision is made at the time of purchase.

Consumers Are More Open to Promotions

When asked about the changes in their attitudes when it comes to buying FMCG products, French people most frequently cite their appetite for promotions (79%).
The context of high prices has led 3 out of 4 buyers (75%) to use coupons, and promotions have led more than half of respondents (58%) to choose one brand over another (+14 points vs. 2022).
Those open to sales are more likely to be women, young people, households with children, and can be found in all socio-professional categories.

Exposure to Touchpoints Strongly Impacts Purchasing Decisions

The buyers surveyed say they are subject to more influencing factors than two years ago, particularly before purchasing, where there has been a marked increase in the number of points of contact (5.3), whether they initiated it (the shopping list) or not (TV commercials).
For both digital and offline levers, we also see a sharp increase (+9 points vs. 2022) in their weight, with nearly 8 out of 10 shoppers (76%) influenced by at least one touchpoint before or during purchase.
What’s more, the influence is even greater (82%) for online purchases (click & collect, home delivery) than for physical purchases (75%).

In addition, a significant proportion of consumers are influenced by both in-store and online contact points (40% vs. 32% in 2022).

Digital Devices and Smartphones Are Increasingly Popular for Purchases

Consumers are relying more than ever on their smartphones to access promotions and keep their spending under control.
In two years, point-of-sale usage has increased significantly (+6 points).
Over the same period, the popularity of applications, whatever they are used for, has grown at a similar rate:

3/4 of shoppers have installed a store loyalty card app (+11 points since 2022), while anti-waste and promotion apps are also gaining ground (respectively +5 points and +3 points in two years).

This strong digitalisation is partly linked to the end of paper leaflets.
To find bargains, 24% of shoppers now turn to banner ads on retailer websites and 22% to in-store posters and advertising.

“Since the previous edition of our Shoppers Ads Observatory was published in 2022, consumer behaviour in FMCG categories has changed significantly, impacted by the economic and geopolitical situation.
Their buying journey is increasingly influenced by what they see in-store, by offline as well as online content and media.
Retail media has become a key lever for advertisers and is all the more effective when combined with shopper data
. “, says Claire Koralewski, Managing Director of Médiaperformances.

^[1]Methodology: Study carried out in April 2024 among 2,250 households representative of the French population, shoppers in physical and online stores in the nine most powerful FMCG categories – data collection: online on the Ipsos proprietary panel.