“We looked at how to disrupt and influence the journey, starting from the moment an occasion is shaping – ‘Oh, I’ve got to cook something for tonight’ – until the moment the occasion is finished”, Emmeline Mettavant of The Value Engineers told the recent MRMW Conference.
While the notion of disruption may be falling out of favour elsewhere in marketing, it remains an essential component for food shopping, an activity that people mostly undertake on autopilot.
Disrupting journeys leads to more category usage and more category purchase and more spend at the retailer, said Mettavant.
Research for McCormick broke down the consumer journey into different stages and those stages into a series of micro-moments – a recipe decision (journey stage), for example, involves many possible micro-moments, which might be related to anything from the weather to the need to use up leftover ingredients.
“It’s not any micro-moment, it’s the micro-moments that matter,” said Mettavant – these are the ones where the brand can do something. (For more details, read WARC’s report: Faites vos jeux: McCormick bets on micro-moments.)
Variables such as need states and consumer segments were isolated and the research journeys classified into successful and unsuccessful ones; comparing the two established patterns “gave us a good understanding of what were the rules to play in the consumer journey game”.
Out of this was created “a framework that makes you understand when you play on certain micro-moments what is the likely impact that it is going to have for your brand”.
And knowing the profile of each micro-moment, “we know what channels people are using at these times, we know what messages they're sensitive to, we know what we need to do to be able to win”.
Sourced from WARC