"Kantar's head of shopper and category insights says people still love stores, carts and the joy of finding something new, but discovery, conversion and delivery can now happen in a blink. "Someone can become acquainted with a brand, convert it and have it delivered to their house. That's... a subterfuge for classic path to purchase." In her view, the job for retailers and brands is to meet that reality, not pine for the old map."
"Purpose and product attributes do matter, but time is brutal, especially in convenience. Brands that rely on side panels full of claims will lose. O'Donnell cites eye-tracking work from a prior study that suggested shoppers read "an average of six words in store." The exact number is debatable, she notes, but the implication is not: packaging has a split second to land the point."
"The exact number is debatable, she notes, but the implication is not: packaging has a split second to land the point. That is also why retail media networks loom large. "Shoppers can't tell the difference" between a retailer media ad, a paid placement or something organic, she says. They are influenced regardless. The takeaway for marketers: plan for the moment of readiness, not the imaginary list."
The traditional purchase funnel is effectively obsolete as discovery, conversion and delivery can occur almost instantly through digital and retail channels. Shoppers still enjoy in-store discovery and the thrill of finding new products, while younger consumers frequently try unfamiliar brands and share finds. Time constraints require packaging and messaging to communicate core points in a split second, with lengthy claim panels becoming ineffective. Retail media, paid placements and organic content blur together for consumers, influencing decisions at moments of readiness. Marketers should plan for immediate conversion opportunities and adapt to an always-on purchase environment. GLP-1 use is reshaping baskets.
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