Sunday, August 26, 2012

Evolving Multi-Channel CPG Shoppers.

Consumers rely upon multiple channels when shopping for CPG / FMCG products, but they are beginning to narrow those channels, per an August 2012 study by SymphonyIRI. 

The percentage of consumers who relied upon fewer than 5 channels was up significantly in Q2 2012, rising to 49.2% from 44.5% in Q1. Conversely, the percentage of shoppers who relied upon 5-9 channels dropped from 52.4% to 48.9%. The report suggests that consumers may have identified the channels that offer the greatest perceived value, and are limiting their spending to those channels. 

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