Event: Path to Purchase 2023

Monetizing the Path to Purchase in Malaysia

This year's event was appropriately themed "Paper to Pantry" to help manufacturers visualise the full journey that shoppers go through before picking up a product. The journey starts with a shopping list (paper) and ends with a purchase (pantry). 

The seminar primarily highlighted the key touchpoints within this journey that manufacturers can influence, and drive investment efficiency through an understanding of actual shopper behaviour and how it impacts behaviour within the category.

Additionally, perspectives and insights into shopper behavioural changes and the grocery retail landscape in 2023 and beyond were shared to address market uncertainty. CPG leaders were also advised on finding ways to achieve growth while adapting to these unpredictable times in the grocery space, to optimise trade opportunities along the path to purchase.

Key highlights:

• Shoppers continue to buy in 5 channels post-pandemic.
• The bigger the category, the harder it is to maintain brand loyalty.
• Price off might not be the most relevant promo mechanic for incrementality.
• Within RM100 spent on promotions, RM42 is wasted and detrimental to the brand.
• Relevant case studies
• How to build successful JBP/business reviews with retailers.

It's important to note that the solutions showcased to answer key questions through the Path to Purchase journey are customisable and tailor-made to identify the key business opportunities for your key accounts.

The best way to showcase the monetisation opportunities within the journey was through interactive activities where participants could Connect, Engage, and be Hands-on. This approach was engaging, fun, and informative, as most participants felt from the feedback collected at the end of the seminar.

For more information, please get in touch with the Kantar’s Advanced Analytics team in Malaysia or your regular servicing team.