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

 

 

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.

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.

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/

Not Everyone Is Online

There’s a lot of buzz around influencer marketing at the moment, it’s a hot topic in the marketing world and lots of brands are sitting up and taking notice. But there’s one worrying aspect – everyone seems to think we’re all online, all the time.

Before someone thought up the natty title of influencer marketing it was called word of mouth marketing. It’s about the oldest form of advertising there is – one person telling another person to try something out. And it existed long before paid for media.

Despite the intervening years and advances in marketing, word of mouth still remains the most credible form of advertising. 83% of people trust the recommendations of friends and family.

Depending on which figure you choose to believe we’re subjected to 2000-5000 messages a day. With every new platform, app or advertising invention that number grows and lessens a brand’s ability to cut through the noise and win consumer attention. So using trusted connections and word of mouth becomes more important and should be a key marketing activity.

Lots of clever brands have cottoned onto this (and have some brilliant agencies helping them) but many seem to have forgotten the roots of word of mouth marketing – real people talking to each other.

It’s easy to understand why influencer marketing has an online focus – the top line stats are overwhelming –  The Family Panel carried out research with 3000 families and found 90% had a Facebook account and 60% a Twitter account. It’s also, unlike ‘real world’ influencer marketing, easy to measure. You can see how many followers people have and measure the overall reach of a campaign. And finding people in real life is harder, it takes a lot of leg work to build up connections you can go to.

Should influencer marketing just be online?

But what if those overwhelming stats hide a truth? Maybe not all family members with purchasing power are online. The Family Panel research found 70% of parents that have a Facebook or Twitter account don’t really use it much. (Certainly, not as much as those working in advertising and marketing).

So even if you get the right influencers online and have the right message that’s a boat load of people who still aren’t getting the message. Sure they’ll hear it through other mediums if you’re using them but they aren’t getting an authentic message from a source they trust.

If you think that statistic sounds high think about your own Facebook page (if you have one). Keep in mind we’re talking about families here, not 19 year old singletons. It’s probably a bit like mine – the same 10-20 people posting most of the time and the rest you hardly see. Or the people you message on Facebook and then meet face to face and they say ‘oh don’t bother, I never go on there’.

There’s a gap here, a world away from social media and constant connection. It’s a world where mums chat at the school gate about what to put in lunchboxes, where people at work discuss where they are going on holiday, where friends discuss car purchases at an exercise class. And in all those conversations recommendations are happening all the time. These are messages from people we know and trust and they won’t get lost in ever moving timeline, algorithm update or overnight social platform shutdown.

One thing we can be sure of is that people still talk to people, and the online world hasn’t entirely eaten us up yet. So before you turn to your screen for influencers maybe it’s worth looking out the window to check you’re not missing out on where your audience really is.