Everything’s changed. We used to talk, as marketers, about a ‘path to purchase’. Even that thinking has necessarily developed – in the sense, no one could call this process linear any more.
What we need to do now – as brands, as marketers – is not set out a simple advertising campaign. But create a community, a convivial atmosphere. An environment where people want to spend their time. Where they grow to trust your brand, and it becomes part of their every-day lives.
This relies on building authenticity and, the oldest trick in the book, word-of-mouth. Not easy to deliver. On the other hand, it’s never been simpler!
What can potatoes and canned tomatoes in France teach us about FMCG in the UK?
This Summer, staying in Brittany, I saw Lidl for the first time competing with the traditional outlets of Carrefour, Super-U and E.Leclerc (out of town) and Monoprix (in town). Talking to family and friends in the area it seems the German supermarket chain has moved decisively to steal market share in the ‘basics’ space. Consumers may look for branded products elsewhere, but Lidl’s focus on low prices and discounting is its strategy to move in locally on staples.
It’s often worth looking outside your patch when trying to draw parallels on the way brands are performing on your home turf. And as Christmas approaches the supermarket price war in the UK looks equally set to continue with Morrisons announcing a link up with Amazon.