We talk a lot about reaching shoppers at the point of purchase.
But many shopping decisions begin much earlier.
At home.
It is where people notice what is running out, plan meals, make lists, compare prices, discuss purchases and decide which stores they are going to visit.
And right now, those decisions matter.
New UK grocery data shows that 31.3% of supermarket sales involved a promotional deal in the four weeks to 9 August, the highest level this year.
That tells us something important.
Shoppers aren't simply buying.
They're evaluating.
They're comparing.
They're looking for value.
So perhaps marketers need to rethink what we mean by the "point of influence."
It isn't always the shelf.
It isn't always the search bar.
And it isn't always the smartphone.
Sometimes, the most powerful place to influence a purchase is the place where the decision quietly begins:
the home.
For retailers and brands, that makes household media an interesting part of the modern customer journey.
Not as an alternative to digital.
As another opportunity to be present before the shopping trip has even started.
Where do you think the most important retail decisions are really made today?
#ELMA #RetailMarketing #ShopperMarketing #ConsumerBehaviour #RetailMedia #CustomerJourney #DoorDrops #DirectMail #MediaStrategy