Purchase Intent: Most Important Parameter for CPG

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The success of any brand lies in its ability to convert a customer from interest to transaction. Depending on the number of first and repeat customers, you might gain or lose shelf space, and purchase intent matters a lot when it comes to increasing revenue.

Although you have no control over how many customers walk by your goods on the shelf, you may influence the number of them who locate and purchase them.

What is the Purchase Intent?

A customer does not just go into a store with purchase intent, they go through some phases before deciding to make a purchase.

Purchase intent is when a customer takes a product from the shelf, gives it some thought, and adds it to their online and in-store shopping basket.  

How Do You Get a Purchase Intent?

While POP displays, end caps, and product demos may entice an uninformed consumer, the buyer’s journey happens in the aisle. As a CPG brand, it is upon you to do what you can to stand out with unique printed packaging.

In order for your brand to stand out amid the twenty-plus competing items, the packaging design and language must grab the customer’s attention. Using visual tools like foil stamping on clear labels, or holographic film material, creates a visual feast that increases interest and desire to possess.

If the consumer is more receptive to the purchase drivers on your package, they will leave the competitors’ and inspect yours closely.

Winning Purchase Intent

There is intense competition in established CPG categories, so a new brand must rely on something other than a potent advertising campaign to succeed. When it comes to CPG marketing, the packaging is where they need to start looking for the buy motivators that speak to their target audience.

Moving a customer away from an established product requires them to make a difficult choice, whether or not they knew your brand when they entered the store.

The consumer finds it simpler to return to the known and remain with the brand they regularly use since our brains try to preserve energy. Your package needs to be distinctive, your language must be compelling, and your design must communicate a non-verbal message.

More than half of the consumers have expressed their willingness to try out a new brand if they were offered a free trial or discount or if a loved one recommended it. Consider the one that works best for your company to attract and retain customers.

Ensuring that your packaging remains effective may reduce the distraction caused by the flood of competitors. Great packaging converts a customer from interest to intent.

How To Test for Purchase Intent

Just as every product in the CPG industry is tested, you should also test for purchase. Although it might seem simple, businesses seldom follow these best practices when assessing a customer’s buying intent.

Even though it might seem simple, businesses seldom follow these best practices when determining a package’s design after assessing customers’ desire to buy.

You must closely replicate the purchasing experience if you want to gather data about purchase drivers that influence purchase intent.

Here are some examples of how we give our CPG clients this experience:

  • Bring the client into the shop.
  • Make a competitive, realistic experience.
  • Pay attention as the consumer makes their selection.
  • Why did they choose that particular path?

The best method to test is to chart the customer’s path, follow it as they go, and get their perspective once they’ve made a decision.