Behind every sale is a real person, a real consumer. Each consumer has different motivators, preferences, budgets, values, and needs. If FMCG brands understand common behavior patterns among their consumers, they can better tailor marketing campaigns, incentives, and rewards to attract these customers and promote brand loyalty.
What kind of behavior data should brands collect?
Consumer data can be separated into four main categories. Brands should collect these four types of data to gain key insights into the minds and needs of their customers:
Personal – Personal data is anything that can uniquely identify a customer. This includes name, email address, physical address, phone number, and username. When brands collect this information, they must follow all privacy laws and ensure the data is stored securely and well-protected against cyberattacks.
Attitudinal – Attitudinal information is any customer data that covers a customer’s attitudes toward a product, branding, and packaging. This also includes customer satisfaction and product desirability.
Behavioral – Behavioral data is about understanding actions and answering key questions, including:
- How many products are a consumer buying and consuming, and at what frequency?
- How are consumers using a product?
- Where and when are consumers using products?
- Are customers more likely to buy a product with a coupon or when it’s on sale?
Engagement – Brands collect engagement data to understand how consumers interact with the brand.
- Do consumers respond to text messages or emails?
- Do consumers engage on social media?
- How much time is spent on the brand’s website?
- How do loyalty programs influence consumers' habits?
- Are engagement rates higher among loyalty program participants?
How to collect this data?
FMCG brands face many challenges when it comes to collecting consumer behavior data. Certain purchase pathways offer more data than others. For example, online shopping and reward programs offer the most valuable personal and engagement information, while it’s more difficult for brands to collect personalized data when consumers purchase from brick-and-mortar retailers.
Brands might receive information about stock levels and sales from retailers, but brands do not receive clear indications about consumer behavior. Behavioral and attitudinal information is the most difficult to collect using traditional marketing methods, even with time consuming, costly consumer surveys and focus groups, which often times arrive with large amounts of data errors.
What are the challenges for FMCG Brands & what are the benefits?
Collecting data across many consumer channels is challenging enough, but ensuring the data is verifiable and valuable can be equally difficult. Within digital channels, personal, engagement, and behavioral data are actively captured. But in traditional retail channels, which make up the bulk of FMCG sales (especially in food and beverage), data collection is more problematic.
Brands that find ways to effectively collect and analyze consumer behavior reap the benefits. They understand the motivations, values, and needs of their current customers and can turn this into actionable marketing initiatives to acquire new customers. With this information in hand, brands can predict changes in consumer habits and pivot to meet consumer needs head-on.
How can Abrio help?
Abrio offers an innovative QR code solution that verifies purchase and consumption, connecting brands directly to the consumer. QR codes are strategically placed within the product packaging, so the code is only revealed after purchase and during consumption.
Verifiable Purchase and Consumption Data
When a code is scanned, brands can collect highly specific and verifiable data because they’ve been connected to an actual customer. This customer-specific data includes:
- Who is consuming the product
- Which specific product was consumed
- Where the product was consumed
- How often the product is consumed
- What time of day that product is consumed
Rewards, Loyalty Programs, Marketing Campaign Success
Brands incorporating Abrio’s rewards management services can learn which rewards have a higher participation rate and are, therefore, more attractive to customers. They can also collect participation data for contests, games, sweepstakes, and other targeted marketing campaign formats to discover what methods yield more customer participation.
Having a verifiable pathway to real customers offers a window into data that was previously unavailable. FMCG brands can easily capture their customer’s consumption habits to quickly adjust their programs to adapt to their consumer’s needs.
The invaluable consumer behavior data from Abrio’s marketing solutions can be leveraged to strategize and plan future marketing campaigns for maximum reach and revenue growth.