Pre-tail seems to be one of the new buzzwords thrown around the CPG category. But what does it really mean, and should we be taking it seriously?
Pre-tail refers to the entire journey of the shopper before they reach the point of purchase. Product research, browsing social channels, building shopping lists, and organizing coupons and rewards all fall into the pre-tail category.
Various often-quoted studies by Point-of-Purchase Advertising International and The Marketing Science Institute have said that between 60 and 70% of purchase decisions are made at retail. Regardless of the exact number, that means at least 30 to 40% of consumers have made their decisions before they ever walk into a store, which is hardly insignificant. ...
MediaPost explores the importance of "pre-tail" in the shopping journey including research online, social channels, lists, coupons and rewards. What a complex web consumers weave.