Shopping is more than ticking things off a list. It’s full of moments that spark inspiration and discovery.
Moving Mindsets, new proprietary research from Tesco Media and MTM has identified that shopping is more of a fluid, mindset driven journey, not a linear, purchase funnel. Shoppers are open to inspiration and brand discovery across their shopping mission.
7 in 10 shoppers enjoy discovering new brands during the shop, and 71% make the final decision on what to buy whilst shopping. Advertisers have multiple opportunities to drive discovery and get into their consideration set, during the shop.
Shoppers are open to brand discovery
Shoppers are open to discovery because they experience a range of different moods and mindsets during their shopping journey.
The insight study identified 7 distinct mindsets of which 3 are Functional Mindsets – where people are focused and not looking to discover anything new… yet.
Plus, 4 Emotive Mindsets, where shoppers are curious and actively open to discovering new brands and products.
Almost half (46%) of shopping journeys are spent in an Emotive Mindset that is open to inspiration.
Yet, moods and mindsets can change throughout the shopping journey
78% switch mindsets at least once, switching on average 2.5x
Half (51%) switch from a Functional to an Emotive Mindset during their shop
Proving that even the most focused and functional shopper can be influenced
““I was on autopilot… but then because you see all the Clubcard prices together, things you might not have picked up, I’ve found myself putting them in my basket.” – Male, 28, Birmingham”
Implications for advertisers
Key Insights
7 in 10 enjoy discovering new brands during their shop.
They’re open to inspiration around half their shopping time (46%).
Shopper mindsets can change throughout the shop - 78% switch modes at least once.
Brand discovery can happen before (55%) and during (45%) the shop.
8 in 10 are open to non-endemic advertising when grocery shopping.
