Purchase +: Because Your Brand Buyers are not the Users
Purchase+ is taking household purchasing insights into a whole new level to deliver to clients insights into “who in the household are actually using” the products bought
Understanding our consumers is something that us, marketers, intend to do to make our life easier. It just like how to win a woman’s heart, which most people say that we need to understand her first to get the heart. It also works for winning consumers’ heart, understanding them in the first place is a must thing to do before we can think of what strategy that we can do to approach them.
In Kantar Worldpanel, we have so many things to help manufacturers understand their consumers. In our data, we record what consumers buy, when, where, how much, and more importantly, who are they demographically (the profile of the consumers)? Knowing the profile of the buyers is one of the uniqueness of Kantar Worldpanel. By knowing the profile of the consumers, the marketers could learn more about their target market, thus they may have broader insight to develop their marketing strategy.
We really know that this would not be enough to break the curiosity of the marketers to fully understand their consumers. At this point, we also agree and we think that we need to provide our clients with more advance analysis : The Purchase +. A definitely advance analysis to deeply understand the consumers from their actual purchasing behavior. With this Purchase +, clients will be able to know who’s purchasing their product in the retailer and who’s using it at home. This information will be very important for clients, especially to understand more about their target market, because this method will not only record the purchaser but also the ‘real user’ at home.