Do you know who shops your category as opposed to who consumes your product?
For example, if Dad is a loyal Brand X consumer but Mum is the shopper, will Brand X be the brand that is purchased? Even if Mum intends to buy Brand X or is the loyal consumer and main shopper, there are a number of in-store encounters that could ultimately influence her purchase decision.
Perhaps Brand X is out of stock or Brand Y is on special. It may even be that a new brand is highlighted on the shelf and Brand X cannot be seen.
It is critical for a brand to understand and plan for these in-store conditions that challenge brand engagement and thus brand loyalty. This is because whilst the brand may have captured the consumer’s interest, the needs of the shopper must still be met in order to convert that interest created into a purchase.