By Norm Chait, Director of Out-of-Home Product/Sales at Ubimo, a Quotient brand 

Shopping behaviors are shifting as public health guidelines continue to evolve. Frequency of store visits, what consumers want from brands and what kind of advertising they observe are all factors in this change. Ubimo, a Quotient brand, conducted a survey to understand these shifts, using the results to inform how we can reach shoppers and what messaging to share. The data show that during the pandemic consumers are still shopping in store, looking to brands to share relevant messaging, and influenced by Out-of-Home (OOH) advertising as they make their in-store purchase decisions.

In-store grocery store visits are strategic  

While an increasing number of individuals are relying solely on eCommerce for their grocery purchases, rising from 2.3% before COVID-19 to 9.6% during the pandemic, the vast majority of people are still making in-store grocery runs. And when consumers make these trips, they have a purpose. Of those surveyed, 92.9% said that they have a specific plan for their in-store shopping. Consumers are less likely to pop into the store frequently, rather taking pre-planned strategic trips, resulting in larger basket sizes.

This shows that many consumers are altering the way they shop at the grocery store or pharmacy, reducing the number of times they go in a week. 53.9% of consumers say they are only taking one trip to the grocery store or pharmacy in a week. Before COVID-19, only 28.3% of shoppers took just one trip a week.

The reduced number of store visits per shopper in a week and dedicated purpose makes it increasingly important for advertisers to reach their consumer before or at the moment of decision, which is possible with OOH advertising. The growth of eCommerce is also an opportunity for retailers to use OOH advertising to share messaging about their expanded offerings, including options like curbside pickups or same day deliveries.

Consumers want to hear relevant messages from brands 

Audiences are looking to brands to share messaging that is relevant and conscious of the current moment. 63% of consumers agreed that messaging during the pandemic is important. This is particularly true for Gen Z, where 66% of respondents agree about the critical nature of messaging during this time.

There is an opportunity for brands and advertisers to use OOH to share important messages with their audience, providing relevant information, reassurance and value. By tailoring OOH messaging to what consumers want to hear, brands and advertisers can increase effectiveness of their ads and get the most from their advertising dollars. What’s more, they can capture the attention of their consumers during a critical time, just as they’re about to make a purchase.

OOH makes a positive impact on shoppers 

Consumers are noticing OOH advertising during the pandemic. 26.3% said they notice OOH advertising more than they did prior to the pandemic and 55.4% said they observe it about the same as before. Breaking it down further, 63.6% said they see OOH advertising while running errands during COVID-19 times. OOH is particularly catching the eye of millennials on their shopping trips, with 70.4% of millennials saying they notice OOH while out during the pandemic.

To add to how OOH advertising is impacting purchasing behavior, 60.4% of consumers said they were likely to purchase a product on their shopping trip after seeing an OOH advertisement, with millennials being the most likely to make a purchase after seeing an OOH ad. With more than half of consumers noticing an OOH ad and purchasing the product afterward, brands and advertisers can both drive awareness and increased sales through the medium.

Making your OOH message count 

OOH advertising is making an impact on consumers, even while time and activities outside the home may be limited. As people carry on their new routines and are taking fewer trips to the store per week, they are looking to brands to share relevant messaging. Brands and advertisers can accomplish this with OOH through its capacity to impact purchase decisions. While people continue to limit movement in an effort to slow the spread of COVID-19, they are still leaving their homes to make purposeful trips—primarily to grocery, convenience and drug stores. OOH allows retailers to organically connect with shoppers while stocking up for their families is at the top of their minds.

There is no question that advertisers can be making use of this impactful channel to reach audiences with targeted, relevant and valuable product messaging.

Methodology: Ubimo conducted a survey of over 1,000 respondents across various age groups in the United States via Survey Monkey in August 2020 to assess changing consumer shopping behavior during the pandemic.

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