Infographic: Trends Shaping the Path to Purchase

Throughout 2022, rapid advancements and innovations in the grocery industry have driven growth and raised consumer expectations. With 2023 on the horizon, 84.51 is emphasizing the importance of understanding the forces and trends that are shaping the future.

84.51 — Kroger’s data analytics subsidiary that also powers its retailer media network Kroger Precision Marketing (KPM) — recently released an infographic diving into insights and developing trends that are shaping the path to purchase going forward.

In the infographic titled “2023 Trends in Focus — What to Look for in the Evolving Path to Purchase” (view and download below), 84.51 outlines four trending developments that impacted the path to purchase in 2022, from awareness to activation to loyalty, and how marketers can push forward in the new year.

1. Show shoppers you know them. As inflationary pressures grow, shoppers are looking for brands that meet their specific preferences and needs. A brand’s ability to rapidly aggregate, analyze and act on data insights to scale personalized interactions will be key to driving customer loyalty.

2. Media accountability & performance. Performance, measurement and ROI are essential for brand marketers to move forward. Optimizing audience segments and ad placements against robust data insights accelerates campaign efficiency and results.

3. Coupons reimagined. With rising prices, 64% of households report looking for sales, deals and coupons. Brands have an opportunity to grab shopper attention with targeted offers at the point of sale.

4. Omnichannel expectations are here to stay. Shoppers are continuing to use digital touchpoints that they familiarized themselves with over the last two years. Syncing digital and in-store aisles is half the battle, and ensuring that promotions and coupons work seamlessly online and in-store creates a compelling grocery shopping experience that retains shoppers.