“The Last 20 Yards” is the in-store stimuli trigger where a shopper's purchase behaviour is unplanned and impulsive. It is the place where your target audience is 20 steps away from your brand. Many brands neglect the importance of the last 20 yards in the customer’s journey and therefore are missing out on shopper conversion opportunities at the point of purchase. Even though shoppers claim that they know what they want to purchase the moment they enter a store, surprisingly 84% will make impulse purchases in categories they had no intention of even considering. Now how can CMOs influence that decision to their advantage?
Physical spaces are an essential part to building exceptional customer experiences (or CX). But some brands fail to achieve that because of challenges they face where they struggle to compete for the customer’s attention and loyalty inside the store. CPG and FMCG companies must provide meaningful and relevant ways to connect with their most important asset; the consumers. In every step of the way, across multiple touchpoints.
Convenience is key in today's consumer-driven marketplace. FMCGs that can deliver a seamless in-store experience will gain an edge over their competition. Data and technology help businesses better segment their customers, explore new growth techniques and create marketing messages.
