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Report.
Moving Mindsets: Insights to unlock brand growth, from sofa to store

Shopping is more than ticking things off a list. It’s full of moments that spark inspiration and discovery.

Moving Mindsets: <span>Insights to unlock brand growth, from sofa to store</span> case study - customer data science and insights led to growth in sales

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.

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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.

Moving Mindsets graph

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

For brand building, think priming off site and reinforcing on site and in store - with advertising, POS and value/price promotions.

Use marketing cues to nudge shoppers into Emotive Mindsets

For brand building, think priming off site and reinforcing on site and in store - with advertising, POS and value/price promotions.

Steer your brand led comms plans, channel planning, and creative messaging to reach shoppers in a need state open to brand discovery.

Apply Emotive Mindset segments to your comms strategy

Steer your brand led comms plans, channel planning, and creative messaging to reach shoppers in a need state open to brand discovery.

Schedule brand-led engagement during the mid-shop phase, when shoppers are more open to inspiration and discovery than at the start or end of the shop.

Upweight brand activity to when mindsets are more emotive

Schedule brand-led engagement during the mid-shop phase, when shoppers are more open to inspiration and discovery than at the start or end of the shop.

Connect the dots between off-site, on-site, and in-store for more integrated brand led campaigns, inspiring shoppers across their journey, prior to conversion.

Develop a Sofa-to-Store channel plan

Connect the dots between off-site, on-site, and in-store for more integrated brand led campaigns, inspiring shoppers across their journey, prior to conversion.

Leverage the impact of the Tesco Media ecosystem to drive brand discovery and consideration, within the shopping environment.

Optimise your brand led media plan

Leverage the impact of the Tesco Media ecosystem to drive brand discovery and consideration, within the shopping environment.

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.

Contact [email protected] to book in a bespoke insights playback.