path-to-purchase


entertainment

FreshSpace offers multiple, unique points of influence across the path-to-purchase (largely in-home).

Click here to watch a brief animation of the process of the Entertainment path-to-purchase.

in store
shopping


  • 85% of shoppers buy from dairy every trip

  • Milk is the highest velocity item in the grocery store
in home
living
planning
experiencing


  • The #1 place to keep milk is on the top shelf, in the front

  • It gets opened by mom, dad and the kids



  • Meal time = family time
    - Get ads on kitchen tables leading to opening weekend/ release
    - Family time is a key opportunity for co-viewing
    - Give mom ideas of family friendly activities for the weekend
    - Opportunity to drive kid request


  • Milk is used every day:
    - 90% use it daily
    - 58% use it multiple times per day

  • Milk is used all day:
    - 89% at breakfast
    - 44% at lunch
    - 65% at dinner
Source: Qualtrics Custom Research, 2012, n=1,137 primary grocery shoppers in HHs with kids