THE CONSUMER
DECISION JOURNEY:
SNACKS
SHOPPING FOR SNACKS CAN BE AN EMOTIONAL JOURNEY FOR MOMS.
Marketers need to inspire her through digital channels as she travels through her
path to purchase. Appeal to her need to be a good mom and show her how choices
can bring harmony to her home.
40% of moms say they are open to a new
snack the next time they go shopping.
SEEKING INSPIRATION
OPEN TO POSSIBILITY
With many conflicting demands,
mom is wide open to suggestions.
“Sometimes it’s hard
to choose
between what
my family wants,
and what it
really needs.”
“It’s time for
a change.”
What matters
Price matters, but so does ‘fit’
% of moms agree they:
No
31%
No
35%
69%
Look at price
65%
Think about
whether the
snack is
suitable for kids
MOTIVATED BY OPTIONS
DECISION TO
CHANGE
Moms are constantly besieged
with information from
her family, the media and her
social circles
NEEDS STATES
RELEVANT INFLUENCERS
PROJECTION
Kids/partner
Samples
Websites
Circulars
VISUALIZATION
DISCOVERY
Grocery shops
EVALUATING
She catalogues what she needs to
fill, makes a list and hunts for deals
“What do I need
to replace?”
TAKING INVENTORY
MAKING THE LIST
SEEKING DEALS
She starts to take note of what
products may be good for her
family
She identifies products that may
be a good fit to fill the gaps in her
cupboards
She scans for deals and
coupons to refine her list
NEEDS STATES
NEEDS STATES
NEEDS STATES
VISUALIZATION
VISUALIZATION
PROJECTION
PROJECTION
PROJECTION
VISUALIZATION
DISCOVERY
ENRICHMENT
ENRICHMENT
RELEVANT INFLUENCERS
RELEVANT INFLUENCERS
Kids/partner Samples Grocery
shops
57%
Radio
Kids/partner
Grocery shops
Email
(Personal
and Friends)
Increase in average spend when taking
inventory/making the list versus when
actively seeking deals.
RELEVANT INFLUENCERS
Kids/partner
Samples
Email (Offers)
Circulars
Grocery shops
MOM VS THE SHELF
SHOPPING
She has to make real-time
decisions as new stimuli and
offers challenge her list
“I didn’t know what I was
going to buy. I saw it and had
a craving for it.”
PROJECTION
Kids/partner
EXPERIENCING
If her family likes her choices, it
fosters a sense of harmony and
leads to repeat purchases
RELEVANT INFLUENCERS
CONFIDENCE
Kids/partner
Samples
Grocery shops
Radio content Events
45%
ENJOYMENT & TOGETHERNESS
PROJECTION
Samples
VISUALIZATION
ENRICHMENT
NEEDS STATES
RELEVANT INFLUENCERS
NEEDS STATES
Grocery
shops
VISUALIZATION
Email (Friends)
She feels good that she made the right
choices, but this can begin to tail off
quickly as she contemplates the next
purchase cycle.
Spend more to
keep kids happy
78%
Prefer snacks they
can enjoy with
their children
MARKETERS, WHAT DOES THIS ALL MEAN?
1.
Choose your angle. Digital
advertising that appeals on
“fit” can be just as compelling
as a good deal. Bing Apps are
a great way to seed
inspiration as moms seeks
meal ideas and tips.
2.
Lower her risk. Samples can
give her a low-risk reason to
try new products. Deliver
email/mobile offers with tips
on how snacks feature into
her family’s day to inspire her.
MSN Living Family provides
her with inspiration to see
what works and doesn’t work
for other moms like her.
3. Arm her with information to
battle the shelf. Facilitate
shopping lists on email or mobile
to help her customize and improve
her experience at the shelf. Win8
Mobile provides a great way to
stay organized, search for more
information on the go, find recipes
and keep her ideas in one place.
5. 54% of moms visit a
Microsoft property
during the snacks
journey. MSN, Xbox and
Skype have both the
depth and breadth to
bring you closer to your
audience at each stage of
the journey.
4. Encourage sharing. Moms like
her want to be inspired.
Encourage her to share her
experiences though social and
lifestyle channels on MSN. Win 8
Ads in Apps, Skype and MSN
provide her with multiple
resources to get feedback and
share her stories.
THE ECOSYSTEM OF INFLUENCE
CONSUMER NEEDS STATES
Aspirational
PROJECTION
Thinking about what might work,
what the product(s) would do for
me
VALIDATION
Gaining evidence / support for my
choices or ideas
Functional
Emotional
Informational
Emotional
INVESTIGATION
Getting specific information I
need to fill gaps in my knowledge
Functional
COMPREHENSION
Making sense of the information I
have to help me do the right thing
VISUALIZATION
Imagining the outcome
I want or need
Aspirational
DISCOVERY
Getting ideas/discovering what
feels right
ENRICHMENT
Gaining a better sense of the
products I’m considering
CONFIDENCE
Gaining confidence about making
the right decision/ what I’m
doing/steps I’m taking
Informational
Source: ‘The Consumer Decision Journey: Snacks” Ipsos OTX, commissioned by Microsoft Advertising, November 2012.
Qualitative and Quantitative study conducted online and in personal interviews in the US; A questionnaire using a panel of
1,000 US women, 22-50 who had children under the age of 18 living in the household.