Redefining Strategy in LATAM with Path-to-Purchase Insights

The CHALLENGE

A leading beverage company faced a significant challenge in understanding the complex and non-linear shopper journey to drive growth for one of its brands in the LATAM market. Consumers have more ways than ever to purchase a beverage, making it difficult to track behavior with a unified approach. The company needed a deeper understanding of the shopper beyond isolated transactions to address growth challenges and adapt to the evolving consumer behavior.

The APPROACH

To tackle this challenge, the client partnered with our team and utilized a Path-to-Purchase (P2P) insights tool — a comprehensive research framework— designed to map the complete omnichannel shopper journey. This research partnership involved quarterly data collection in Mexico, Brazil, Chile, and Colombia, engaging 16,165 participants who had made a retail trip in the past 48 hours. The online study employed a 25-minute device-agnostic survey administered in local languages, balanced by demographic and behavioral variables.

The P2P tool captured three key dimensions of consumer behavior:

• Pre-purchase motivations: Understanding what drives consumers to seek beverages like the targeted product.
• During purchase: Identifying in-store prompts that lead to impulse buys.
• Post-purchase: Analyzing how, when, and where the targeted product is consumed.

This structured approach provided a holistic view of the complete consumer journey, capturing both quantitative metrics and qualitative nuances. The P2P insights tool’s human-first approach, omnichannel shopping experience, and proprietary trip-mission’s framework were crucial in shaping the client team’s LATAM strategy.

The OUTCOME

The insights gained from the P2P tool led to actionable strategies that significantly enhanced the targeted brand’s presence in the LATAM market. By understanding the full ritual of consumption, the client targeted specific opportunities to enhance the brand’s on-the-go appeal. The study provided critical inputs to refine campaigns and uncover unexplored touchpoints, setting the stage for future growth.

Key outcomes included:

• Pre-purchase: High-visibility displays and cooler placements used to prompt intent during spontaneous shopping missions.
• During purchase: Chilled product in impulse-driven areas, such as snack aisles and checkout lanes, reinforced its role as a spontaneous refreshment choice.
• Post-purchase: Recognizing that the product is often consumed immediately and socially, the brand enhanced its presence in key on-the-go scenarios.

Ultimately, this pilot project showed significant brand momentum, with a 30% increase in weekly drinkers and improvement in brand recall. By embracing the complexity of consumer journeys and tailoring strategies to real-life consumption behaviors, the client team successfully unlocked new avenues for growth in LATAM.

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