Key takeaway: Gen Zers and millennials are still more likely to try new products when shopping in-store, but there’s a good chance they first discovered that product when browsing online. This gives marketers the opportunity to reach millennial and Gen Z consumers before they actively begin shopping for groceries. But there’s also a risk of losing that potential customer between awareness and conversion, which is now an inherently longer period. The key is to link digital behavior with the in-store experience—through in-store ads or other formats that will keep the consumer engaged and interested in trying new products.
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