The Rise Of The Shrewd Shopper

Introducing Smoking Gun’s brand playbook to make it onto the nation’s shopping list. Against a backdrop of tumultuous world events - Brexit, a global pandemic, the war in Ukraine and now, the cost of living crisis - consumer attitudes have altered irrevocably - and they still continue to shift. As brand marketers, our approach needs to shift too.

With change comes opportunity…

Consumers are demanding more from brands than ever before. They are buying less, shopping around and every purchase is considered.

Brand loyalty is diminishing in favour of best price. Brands that were never your competition are now. And, customers you would never have previously targeted are walking through your doors and visiting your online stores.

A recent Froghop survey showed 62% of customers now make a shopping list before heading to supermarkets. Product and service choices have become much more premeditated – and far less impulsive.

So with the rise of the shopping list, what can brands do to stay on top?

We’ve drawn on newly commissioned data, expertise from pioneering thought leaders and our own depth of experience helping the nation’s biggest brands find their voices, to bring you an essential guide to ensuring your brand in never crossed off Brits’ trusty shopping list.

Brands that adapt their strategy today to stay relevant, win hearts as well as minds, and understand their customers as individuals will leave their competition in the dust.

Packed with insights, practical tips and actionable opportunities for marketers, our report explores:

Shopping – by Attitude

Brands Enhancing Life Moments

Escapism and Consumers as Co-Creators

Personalisation and the Demand for Transparency

My World Vs Big World

Opportunities Abound for Ballsy Brands

In times of unrest and financial uncertainty, brave brands will focus on their reputation and hold their nerve to bounce back more strongly when recovery comes. If you’re looking for support to turbocharge your communications strategy, talk to us today.

We would like to sincerely thank our ingenious partners, Brand Edge and Reapp, in the bringing together of this report.

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Social Media

Instagram. TikTok. Facebook. LinkedIn. Feeling overwhelmed? We’ll take you from shiny object syndrome to strategic social media planning. Those sexy campaigns you love didn’t crop up overnight. They’re the product of painstaking research, A/B testing and showstopping creative. Work with a social media agency that does all three.

Influencer Marketing

Harness the most powerful voices in word-of-mouth marketing, specific to your sector.

Digital PR

Media relations has come a long way. In today’s digital world, we’ve got the power to build links, assert authority and grab headlines – not only refining what you’ll say, but when, where and how.

Content Creation

Whether it’s a new product that needs a head-turning launch, an event to sell out or an industry topic to turn into headlines, we’re the team to catapult your digital share of voice. We know how to create irresistible stories that journalists want to explore and memorable social content that engages your audience emotionally.

Reputation Management

Harnessing the power of earned media coverage to build your brand and move your audience.

TikTok Marketing

TikTok is no longer the new kid on the block. With a respected ad platform and its innovative TikTok Shop feature, it is one of the fastest growing social media platforms. Increasingly, brands are turning to TikTok to drive conversions at scale, creating real brand impact.

Communications Strategy

Meet Smoking Gun’s Intention Unit – delivering research-led insight to craft communication strategies that cut through the noise and drive business impact for clients.

Data and Insights

All great stories begin with a killer insight. Using actionable insights is intrinsic to Smoking Gun’s approach. It helps us to lead and strategically advise clients using facts – bespoke research rather than off the cuff hunches.

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