What actually influences purchasing decisions?
Retail media has a clear opportunity to balance trust and product discovery
When choosing what to buy, shoppers are swayed by a variety of factors. Among them, familiarity is a standout; two thirds (66%) of shoppers say that they tend towards products that they have prior knowledge – or experience – of. Value follows close behind. A similar number (63%) suggest that offers and savings influence what goes in their basket. Others are more explicit about their decision-making process, stating they choose items based on a specific budget (48%).
When we overlay the data around shoppers tending towards products that they have prior knowledge of with a recent study by Tesco Media, Moving Mindsets, where 71% say they also enjoy discovering new brands whilst shopping, we can take an interesting learning for brands and retailers.
There is a clear opportunity for them within the retail media space: combining the reassurance of familiar products with relevant recommendations for new products, retailers can make discovery personalised and relevant. This way shoppers feel seen and understood and their retail journey is efficiently enhanced.
Key insight:
Shoppers seek the comfort of familiar products, but they also value discovering something new - creating a clear opportunity for retail media. By combining trusted favourites with well‑timed, relevant recommendations, retailers can make discovery feel personalised rather than intrusive. When powered by strong customer insight, retail media helps shoppers feel understood, enhances the efficiency of their journey, and drives better outcomes for both brands and retailers.