More than twice as many consumers choose brands due to cultural influences (70%) than because of advertising, offers or promotions (28%), reveals research from Impero Activate.
The newly-established shopper marketing division of London-based creative agency Impero looked at the importance of culture when positioning a brand within the UK market.
The research – which focused on driving conversion at the point of sale as well as accelerating advocacy and brand loyalty after the sale is completed – identified that modern consumers value brands which tap into their culture.
The new division is already creating insight-inspired activations designed to drive cultural conversation, conversion and brand advocacy for iconic brands such as AB InBev, Estée Lauder and Pernod Ricard.
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Impero Activate strategy director Kelly Badal said: “As the world becomes simultaneously more digitally connected yet more socially fragmented, we’re all looking for ways to feel part of a collective cultural experience with others who share our interests, identities, and values.
“Shopper marketing has always been about creating value and attention that goes beyond the product itself. Today, the best shopper marketing uses culture to drive consumer value: moving from BOGOFs to brand collaborations, and from shelves cluttered with marketing assets to shareable, unique brand experiences.”
The research also revealed that loyalty is still key, with two-thirds (66%) of consumers saying they always choose brands they love rather than seeking something different on the shelf and almost the same amount (61%) saying friends and family are the main way they discover new brands.
Impero’s cultural researcher Zuhur Mohamed added: “Our study of European markets amplifies the ever-growing importance of creating cultural value for shoppers through connections that are emotional – not just transactional.
“Culture is a blend of behaviours, lifestyles, ideas and communities – all of these are still so important to understanding what motivates people to choose one brand over another. This is the way brands can drive longer-term selection in a world where shoppers are more promiscuous and curious than ever, but in many cases have less money to spend.”
