The return of the shopping list

We know that the shopping routine for many has changed in the last 3 months. But more importantly, how will these adaptations impact shopping behaviour going forward? Will they stick? Is one big grocery shop back on the long term cards?

  1. Online deliveries –  The recent pandemic has prompted many to order groceries online who would never have thought to do it before and now they’ve done it, for many, it’s a regular slot that is here to stay.
  2. One big shop – 76% said they are now doing one big grocery shop this up a 1/3 and many who used to shop around more will now stick to it going forward.
  3. Bulk buying – Families may not be stockpiling anymore but a 1/3 said they are buying more groceries in bulk to last them longer and finding it convenient.
  4. DTC – 1/4 of people are ordering more supplies direct from brands and over 60% said they will continue to do so.
  5. Keeping it local – Many households are now buying local for convenience & product quality but also to support local businesses.

Change is afoot and with less opportunity to be seen or heard it’s getting more difficult for brands to get on that weekly shopping list (and there is a rise in that physical grocery shopping list). Or be pestered by kids because they saw something they want in the shops or on a play date.

Harnessing the power of friends and family (who are keeping in touch more than ever), has never been more relevant and important and there are even more ways now to do so, via new channels and routines:

  • Video calling – friends and family, groups & classes
  • Closed social community groups e.g. slimming, sports clubs, baby or events
  • WhatsApp groups e.g. parents, local groups, streets
  • Social distancing get-togethers – gardens and parks
  • Community neighbourhood outreach – neighbours, schools, villages

 

 

5 Post-Lockdown Marketing Trends

As lockdown restriction ease we are seeing the overused ‘new normal’ appear more and more.  A new normal that brings with it new behaviours, new routines that provide numerous marketing opportunities for brands, offering ways to step in and help.

Here are a handful of lockdown easing trends that are begging for brands to support.

1. Lunchbox love

As schools start to return, the majority of schools are advising families to send their children in with their own lunch, and Loopers are also telling us that of those who have returned to a workplace, a huge percentage are deciding to take their lunch with them. Creating an opportunity for bread makers, snack manufacturers, and drinks brands.

2. The staycation is not going away

Along with spending time getting refunds for travel plans that won’t be happening anytime soon, people are planning and executing staycation ‘events’. Time well spent at home with social distancing friends and family. Choosing to BBQ more (weather permitting), investing in outdoor activities (anything from Nerf Water Guns to Bubble Pools).  Loopers are also sharing stories of outdoor area renovations, new garden furniture, plants, and paint jobs.

3. Breakfast returns to the menu

As the routine of going to a place of work or getting children up and ready for a school day returns, so does the need for breakfast.  Lockdown has allowed for brunch to move outside of a weekend treat along with cooked breakfasts. Now with routines once more returning, the staples of old appear once more.  Everything from tea and toast, to cereal and yogurt.

4. Beauty is back

If we are honest our beauty regimes have taken a bit of a back seat over recent weeks.  Some of us (me) finding PJs way too comfortable.  With more of us venturing out, the needs for make-up, moisturiser, and hair products have returned.

5. The snack attack

Loopers are telling us that Lockdown has increased their grazing habit, finding them wishing the treat cupboard or the fridge had been locked down.  Healthy snacks are now being talked about and chosen to replace the ‘treats’.  As people look to be healthier and to get ‘back in shape’.

 

Spreading the Word in the ‘New Normal’

How are people keeping in touch

It’s been an interesting 6 weeks in the world of word of mouth and sampling, our 45,000 strong base of Loopers have said they are now more connected with friends and family than they have ever been before!

So how have people been keeping in touch – what new ways of communicating have been formed? Below are some great examples we’ve heard:

Street WhatsApp groups – keeping in touch with grocery needs, tips, and recipes.

Virtual bedtime reading – where grandparents read their grandchildren a story – both having the book to keep connected.

Social Distancing Street parties – fliers distributed by the ‘alpha’ neighbour to state time and theme. The 75th VE celebrations being a big focus for next week.

Saturday Kitchen – where friends all cook the same recipe at the same time, chat, and compare outcomes and taste.

Weekly quiz – where families and friends take it in turns to host – drinking wine and eating nibbles at the same time.

Motivational Slimming and Exercise Groups – where the regular community group share stories, workouts, recipes, and weight via their Zoom group.

Pamper Parties – guys and gals coming together, face masks on and beauty essentials to hand.

Pets in Lockdown

What has lockdown meant for family pets?

For the family dog, it has largely meant more and longer walks.  Our Loopers are reporting that on average, their dog walks are 15 minutes longer than prior to lockdown. For the family cat, the difference is less freedom. Their favourite spot on the couch now seems to be occupied in the day and these humans don’t seem to go to do their work.

For pet owners, ensuring that they get (the right) pet food has given many added stress. They don’t want to travel to multiple supermarkets to find their brand of choice. Leaving many to explore alternatives – trying new brands in store or venturing online for one-off orders or plans. Therefore, there has never been a more important time to speak with pet owners.

At get in The Loop, we utilise the power of everyday people to get your messages and product out via their natural networks, friends, family, and fellow pet owners.

Harnessing the power of authentic word of mouth, using our 45,000 strong consumer base to find the right audience for you, ultimately reaching and connecting with the right people, with real recommendations and/or sample and regular size products.

 

Loopers in Lock Down

We’ve had a month in lockdown and households are adjusting and adapting, creating new routines and habits, using new communication technology and engaging locally, and within their community, like never before.

Research shows it only takes 66 days to form a habit so many of these new positive habits and communication channels, for many, will be here to stay.

So, how can brands harness these new habits and ensure they are communicating and marketing to their target consumers in the most engaging way.

We asked our base of 45,000 Loopers what content they want to see from brands at the moment:

To create positive content 62%

To share how brands are supporting their staff and customers 60%

To provide a sense of continuity and normality 50%

To provide suggestions and tips 48%

We are also hearing of a surge in community and local support and communication from the formation of new street Whatsapp groups, local baby support groups on Zoom, recipes, and cooking tips shared via Facebook, to scheduled fitness classes from the local dance teacher.

Over 90% are using Whatsapp more than ever, doubling the number of groups and 60% are using Zoom for the very first time.

We know how important it is for brands to still be at the forefront of consumer’s minds, so we have developed 4 new ways to spread the word (see table above) and hand out samples and encourage trial with your target audience. Helping you cut through the noise and build loyalty.

At get in The Loop, we harness the trusted word of mouth of peers, neighbours, and family – getting your product to the heart of the community.

 

It would be great to run you through our new campaign methods if you are free for a quick call or Zoom chat? We can provide word of mouth and sampling solutions bespoke to your brand and target audience.

During UK Lockdown Community Is Thriving

In a strange way being disconnected from one another has made us more connected. We have replaced our face to face encounters with Zoom quizzes, Houseparty chats, Skype fitness classes, good old fashioned phone calls and more than enough WhatsApp groups to keep us going!

Daily we are hearing and telling stories of good deeds, people in our own communities who are reaching out to support their neighbours. Taking pride in being at one with our neighbours. Connecting to share helpful tips from food ideas to crafting tips, games to play and TV to lose yourself in.

Brands are also finding themselves part of community conversations. With people discovering new things – sometimes out of necessity, but often out of curiosity. Getting brand messages heard is important, and hearing about them via endorsements within your own network is worth its weight in gold.

How to Harness Word of Mouth Now

We’ve had a month in lockdown and households are adjusting and adapting, creating new routines and habits, using new communication technology and engaging locally, and within their community, like never before.

Research shows it only takes 66 days to form a habit so many of these new positive habits and communication channels, for many, will be here to stay.

So, how can brands harness these new habits and ensure they are communicating and marketing to their target consumers in the most engaging way.

We asked our base of 45,000 Loopers what content they want to see from brands at the moment:

  1. To create positive content 
  2. To share how brands are supporting their staff and customers 
  3. To provide a sense of continuity and normality 
  4. To provide suggestions and tips 

We are also hearing of a surge in community and local support and communication from the formation of new street Whatsapp groups, local baby support groups on Zoom, recipes, and cooking tips shared via Facebook, to scheduled fitness classes from the local dance teacher.

Over 90% are using Whatsapp more than ever, doubling the number of groups and 60% are using Zoom for the very first time.

We know how important it is for brands to still be at the forefront of consumer’s minds, so we have developed 4 new ways to spread the word (see table above) and hand out samples and encourage trial with your target audience. Helping you cut through the noise and build loyalty.

At get in The Loop, we harness the trusted word of mouth of peers, neighbours, and family – getting your product to the heart of the community.

How Your Audience Is Communicating During Lockdown, March 2020

Adapting Friends & Family Communications

So in these unusual and unprecedented times, we wanted to know how households were adapting, communicating and making purchase decisions. So we connected with our large base of Loopers to see what changes were afoot.

1. Communities coming together even more

The local ‘out and about’ groups matter and are adapting online. Where before people may have moaned about getting up early for the gym or they didn’t have time to go to their class, they now crave their group connections. Overall 20% of group leaders, whether baby sensory classes, local fitness groups or book clubs are making even more of an effort to run activities via Zoom or set up Facebook groups to keep connecting with their members.

2. ‘Personal Social’ is really important

It’s probably obvious that people at this time are turning online but it’s the using social tools to connect at a more personal and closed level that is increasing even more. There are creating more Whatsapp groups, having more Facetimes, Zoom chats and friends and family Houseparty games. They are sharing YouTube videos, recipes on Instagram and words of encouragement via their new WhatsApp groups to their inner and friendship circles.

3. Communicating with Friends and Family more than they ever have

It’s not just how people are adapting their connections but the frequency of those connections that’s changed. Many people are valuing their chats with their nearest and dearest and speaking and videoing them more than ever (3 times more per day). Also, they are reaching out to past friends, rekindling old friendship groups and having deeper and more meaningful conversations.

4. Trust is key

People are telling us that with so many different communication channels, noise and news that they are asking for more guidance and recommendations from their inner circles. From what to buy, the best activities to do, recipes to make and top tips for films and books.

Overall, households and communities are adapting, learning and creating new routines that may be here for the long term but they also can’t wait to get back out and even the 9 am netball game is something they crave.

Please do get in touch if we can help you spread the word about your brand, products or current activities to your key audience.

Sharing Summer tips with Friends

So we asked our 45,000 Loopers about summertime inspiration and the most talked about products they share and recommend with friends and family. The two hot topics are:

1. BBQ and summer dining inspiration

A flicker of sunshine and we are out  – many of us look to try new foods and drink in the summer months and are looking for the tastiest recommendations.

So what is on the list and what will people be sharing and asking for in 2020:

  • Veggie or vegan meat alternatives for the bbq
  • Sauces to dip or marinade
  • Refreshing summer drinks
  • New recipes  – inspired by different cultures and countries
  • Healthy food and drink – so not to blow their syn allowance

2. Holidays and days out

Many of us ask for assurance or guidance as to what to take with us on days out or on holiday with the family. We want to ensure we maximise fun and ward of any hassle.  So what’s the most asked for recommendations:

  • Sun cream that will ensure a full day outdoors
  • The must-have books to read on the beach or on the way to a  destination
  • Where to eat, either high end or budget funThe handiest outdoor snacks for those long walks or picnics
  • Beauty essentials from the best hair care to the most reliable deodorant

It’s not just the ‘what’ but the ‘where and when’ people are most likely to share recommendations and trial new products this summer.

This is the top 3 summer sharing occasions:

  1. At bbq’s with friends and family
  2. At local summer events e.g. local fair
  3. Via their sporting or community groups e.g. football doo or walking group

So if you’d like to get in on every day recommending and sharing of your products via your target market this summer we can get you there. We are always happy to provide ideas and inspiration so please do get in touch.

The Grocer New Product Awards

We’ll be there! Will you?

We are pleased to announce that we will be sponsoring The Grocer’s New Product Awards. Celebrating and rewarding outstanding innovation in the UK FMCG sector (food and non-food).

The prestigious awards attract a wide range of entrants each year, from the UK’s largest FMCG suppliers to new kids on the block.

Over the years get in The Loop have run numerous successful peer-to-peer sampling campaigns for new products and so we are pleased to be supporting ongoing innovation via the awards that find the best in the grocery business.

We hope to see you at the event later this year and look to cheering many of you on as you accept your award!

So if you haven’t entered your product yet the entry deadline is the 24th February: https://www.thegrocernewproductawards.co.uk/enter/