CGA by NIQ’s upcoming On Premise Path to Purchase Report offers a detailed breakdown of how consumers make their drink choices, helping key industry stakeholders understand the levers that can be pulled to influence consumer’s decisions making and best position their brands for success in becoming that final sale.
Path to Purchase is one of the industry’s most pressing topics in a time when consumers have more access to information than ever before guiding their drink choices. This being not only while in bars and restaurants, but also before visits even take place.
Almost half (47%) of consumers prefer to try different drinks in the On Premise than at home, giving the channel a significantly different role to play for consumers decision making over brand purchasing at retail. The On Premise presents many touchpoints to driving drink choice being menus, bartenders and wait staff, pricing promotions, branded signage, and more.
Evidence from On Premise markets around the world have shown that the Path to Purchase is continuously evolving for many consumers, and Canada is no exception. With more touchpoints than ever impacting decisions in the On Premise, it’s essential to invest in the most effective strategies to drive sales and maximize return on investment.
Key questions the Path to Purchase Report will answer:
- How Influential are all these tactics, and which ones are most valuable to invest resources in efficiently?
- How likely are consumers to repurchase a brand on their visit, or are they more driven to pivot to other categories and brands?
- Do consumers know what they want ahead of getting to a bar or restaurant? If so, what is the likelihood of them changing their mind when arriving?
Mitch Stefani, Client Solutions Director for the Americas said: “As consumers become more informed and their purchasing journeys more complex, it’s crucial for drinks brands, suppliers and operators to be involved throughout the entire path to purchase. This ranging from online presence pre-visit to the menu design, promotions, and staff advocacy. For this purpose, the insights in the upcoming On Premise Path to Purchase Report allows industry stakeholders to effectively refine their strategies and leverage the most impactful methods to engage consumers every step of the way.”
Mitch Stefani, Client Solutions Director for the Americas said: “As consumers become more informed and their purchasing journeys more complex, it’s crucial for drinks brands, suppliers and operators to be involved throughout the entire path to purchase. This ranging from online presence pre-visit to the menu design, promotions, and staff advocacy. For this purpose, the insights in the upcoming On Premise Path to Purchase Report allows industry stakeholders to effectively refine their strategies and leverage the most impactful methods to engage consumers every step of the way.”
The upcoming On Premise Path to Purchase Report will provide key insights into the consumer’s path to purchase and how to influence their choices at every stage of the journey. This will allow you to stay competitive, engage consumers throughout their journey, and ensure your brand stands out in a crowded market. For more information about the report please get in touch with Mitch Stefani and download more information here.
