In the northern hemisphere we’re well on our way into the summer season. With seasonal changes throughout the year, our behavior also changes—especially our shopping behavior. Our priorities change in the summer months—instead of shopping for moisturizer, we’re looking for the best sun care products; we’re buying less cough syrup and more allergy medication; the list goes on and on.
Seasonal change in shopping behavior is nothing new, but the ways that marketers are addressing it are ever-evolving. Here are three insights and behaviors that affect our summer shopping and how marketers are changing the game with unique solutions.
- Old Insight:
While summer brings sun and fun, it also brings allergies. Countless people deal with summer allergies and spend time shopping for ways to avoid them all together or at least get relief.
Zyrtec is known as being one of the leaders in allergy relief and prevention, but they went a step further and created an allergy app to help people find relief during the allergy season. The app includes a GPS-determined forecast, an allergy warning, and push notifications that tell when the pollen count is up in your area.
- Old Insight:
One thing that comes along with summer is vacations. In the summer months we find ourselves with less work and school and more time on our hands. For many, this means time to relax and go on a much-needed vacation. But the way people are shopping for vacations has changed, thanks to new advances in technology and the ways that marketing is spreading the word.
Airbnb is really changing the game in how people not only rent vacation homes and also rent their own homes to future vacationers. With the help of an easy-to-use website, shoppers can easily search through over 1 million listings to find the perfect home to spend their vacation in. And the best part—Airbnb has listings in over 34,000 cities, giving shoppers endless options. And homeowners now have a convenient way to rent their property and reach even more people than they ever have before.
- Old Insight:
To some people, sunscreen and summer come hand in hand; but for others, not so much. Recently, skincare and sun protection have become a widely discussed topic. More and more people are discovering the dangers of lazy skin care and working to make a better effort to cover up. But with the countless number of skin care products available, how do you decide which one to buy?
To differentiate themselves, Neutrogena launched the “Choose Skin Health Campaign” to fight skin cancer and save lives through education, early detection and sun-safe behavior. The campaign encourages shoppers to buy Neutrogena skin care products this summer and for every product purchased, one is donated to a family in need.
The underlying point here is that shopper marketing is rooted in the insights and behaviors that we uncover from our shoppers and how we use that information to catch more of them along their path to purchase. By taking a closer look at shopper insights and behaviors we can better arm ourselves with the right knowledge to address their needs—and be there when they are ready to buy and create better, smarter solutions.