9fbtechreview.comOCTOBER - 2021a set of energy drink shoppers not currently purchasing chocolate bars and suggest the pairing. To get one level deeper, digital retailers can target energy drink shoppers who typically buy sweet items but not chocolate bars, and suggest the pairing. This level of granularity not only gives consumers the benefit of being understood in habits and affinities, but gives retailers a new way to promote their assortments. · Intent vs. Browsing: At goPuff, we have found that as consumers mature on the platform, they rely on the search function more, with high-volume users increasingly using the search feature because of their clearer idea of the products carried, and therefore begin with a more solidified idea of what they came to buy. However, new consumers often engage with the function later in their journey, as their initial desire is to explore on their own.Utilizing the search bar is an inherent show of intent. However, the search term itself can fall on a spectrum between intent and browse. Take water and soda product classes, for example. While "water" remains browse-heavy, even within search, "soda" searches show strong intent. Popular search terms for water tend to be types rather than brands: customers search terms like "sparkling" or "seltzer" more frequently than sparkling water brand names. On the other hand, brand name searches, like" sprite", are far more popular than terms like "soda" or "pop." · Basket Data & Deeper Connections: At goPuff, we have an intimate relationship with our consumers because we are delivering goods for immediate use. With this connection, we gain a deeper understanding of who our consumers are and what they're doing.Any retailer can provide a list of their Diet Coke drinkers, but we know the importance of going further, and tying such purchases to activities or current events that unlock cohorts of targetable audiences beyond purchase history. · Purchase Patterns & Predictive Strategies: The more consumers purchase, the better we get to know them. The knowledge goes beyond what or how they're ordering today, and more on how a purchase is different from the week's before. Once behavioral changes are observed, predicting future purchases based on what consumers before them have done becomes easy.With constant changes in the CPG industry, shopper behaviors will continue to make large transitions. The pandemic introduced functional shopping from home via delivery and subscriptions at greater rates than before. Meanwhile, digital retailers are getting smarter about creating powerful experiences online, and consumers are starting to separate emotional shopping (i.e., the fun of browsing a store on a weekend) from functional shopping (order online and spend time doing something more enjoyable). Simply put, retailers need to continue watching how shoppers want to engage with their platforms and leveraging data to accommodate the experience. Enabled by technology, goPuff's Consumer + Brand Insights practice has been able to capture shopper behavior at speed, process it at scale and extract patterns in behavior that would have otherwise been missed or misinterpreted
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