Reaching “super-light” buyers is critical for CPG brand success | WARC | The Feed
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Reaching “super-light” buyers is critical for CPG brand success
“Super-light” buyers who purchase a brand only five times in a five-year period are central to driving long-term success in the consumer packaged goods (CPG) sector.
That finding emerged from a study – entitled “Quantifying the target market for advertisers” and published in the Journal of Consumer Behaviour – covering 55 brands that were advertising in 12 categories (like shampoo, laundry detergent, dog food, nappies and toothpaste) in the UK.
Why it matters
Brands can often be tempted to focus on heavy users with targeted ads as a means of driving growth in the consumer packaged...
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