Purchase Intent for Personal Care brands peaks at the beginning of the year 

Last year, Purchase Intent Rates for Personal Care brands saw peaks near the beginning of the year. Wednesday, March 6th, saw the highest Purchase Intent Rate of the year at 8.1 percent.

Purchase Intent Rates for Personal Care Brands, 2023

Walmart is the top retailer for Personal Care Brands

Right now, among the top five retailers for Personal Care brands, Walmart leads the way, seeing 37 percent of Purchase Intent Clicks. Amazon closely follows with 36.8 percent. Target is third with 16.4 percent. Specialty retailer Ulta follows with 5.2 percent, and drug store, CVS, rounds out the top five retailers seeing 4.6 percent.

Top 5 Retailers for Personal Care Brands

A Retinol Moisturizer product sees the highest Purchase Intent Rates, compared to other Personal Care products

When looking at the products currently driving the highest Purchase Intent Rates, or the likelihood that a shopper will click through to a retailer option, a Retinol Moisturizer takes the lead. While the Purchase Intent Rate does not measure product popularity, it can give brands an idea of what products people might likely add to their cart after seeing branded media.

Top 10 Personal Care Items

(by Purchase Intent Rate)

New York sees the highest Purchase Intent Rates for Personal Care Shoppers in the US

Personal Care Shoppers are most likely to purchase Tuesday evenings

Baby Boomers drive the most in-market traffic to Personal Care brands

1-Person households drive the most in-market traffic to Personal Care brands

With consistent, real-time reporting and easy access to consumer, retailer, and platform insights, brands’ internal teams and agencies can save a ton of time and money. Couple these insights with best practices, and your team will be sure to gain market share and drive profitability time and time again.

Best Practices for Social Ads

To ensure your ads resonate with the target audience and achieve marketing objectives, it is essential to address several strategic considerations:

• Clear Marketing Objective: Define a clear marketing objective or media key performance indicator (KPI) that aligns with your product or service. Provide the audience with a compelling reason to consider your offering promptly.
• Relevance to the Audience: Tailor your creative to be relevant to the specific audience segment targeted in your campaign. Understanding your audience's needs and preferences will enable you to create content that resonates with them effectively.
• Call to Action: Incorporate a clear call to action (CTA) in your ad that aligns with your marketing goals. It should be evident to viewers what action they need to take after engaging with your ad.
• Clear Destination: Make it clear where viewers can take the desired action. For example, if your product is available in a grocery store, ensure the ad indicates this clearly. Bonus points if you highlight the specific retail partner.
• Brand Presence: Your brand should be prominently featured in the creative. Building brand awareness and recognition is crucial for long-term success.

How MikMak saves time and money

MikMak offers one easy-to-use global platform that automatically enables consistent reporting and fast decision-making across the entire organization. With the MikMak Platform, brands can also leverage direct integrations with third-party Product Information Management (PIM) platforms including Salsify and Syndigo; as well as Data Visualization Platforms and Data Lakes like Salesforce and Google Data Studio.

• Develop more nuanced insights for consumer relevance. Is your brand’s website utilizing multi-retailer checkout? Which channels are part of their shopping journey? Add the channels and retailers that resonate with your consumers to the mix. Is retail media included in your media mix? Can you expand to new formats like QR codes and CTV?
• Optimize your content. Keep your creative and marketing outreach focused on consumer behavior. Consider implementing Shoppable Recipes or other innovative content to capture new shoppers.
• Be agile and quick with your data, and use insights to adjust your creative and advertising methods effectively
• Explore growth opportunities. Check your performance against category (and subcategory!) benchmarks to see how you stack up against the competition. A/B test creative and messaging to see if purchase intent increases.

Did you know that your brand can gain exclusive first-party consumer insights and multichannel analytics by partnering with MikMak?  Use MikMak Insights to access data that helps your brand develop and apply eCommerce strategies that work, with a complete understanding of consumers' behavior and preferences.

We're here to help. MikMak helps multichannel brands gain deeper consumer insights to grow and protect market share. Contact us at marketing@mikmak.com!