Unpublished data highlight the journey of purchase of different age groups on Children's Day

Children's Day in Brazil has consolidated itself as one of the most relevant seasonal dates for the advertising market and retail. Seeking assertiveness in the strategies of their campaigns, brands and agencies aim to customize their approaches, using insights and data on consumer behavior in different channels and moments of the purchase journey. 

Thinking about it, a Logan, multinational that offers a multichannel media structure and smart data, through Super Small Data, the company's data processing engine, based on behavior data of smartphone users, checking their journeys of geolocation and consumption of screens, made a study based on the millions of information and screens.

“To optimize marketing strategies, it is essential to work with dynamic and cross-data that offer a deep understanding of the public profile. The use of data analysis tools allows you to identify trends, behaviors and preferences, which is fundamental to draw an effective” planning, comments Fabio Sant’Anna, Head of Sales at Logan Brasil.

See some of the main cuts identified by the tool:

• Parents between 25 and 45 years old

This audience represents about 30 million individuals. Of these, approximately 60% should buy products in physical stores, because they choose experiences that can range from asking questions, or trying the products, to receiving personal returns from sellers. Approximately 68% of these consume some content on connected TVs and almost all of it is exposed to some type of outdoor media.

• Children and young people, between 12 and 17 years

Young people from 12 to 17 years: Approximately 72% of this age group is present in online channels and actively influence purchase decisions.In addition, 75% consume content on connected TVs and are impacted by outdoor media.

• People 60+ years

With a strong preference for in-store purchases, about 70% of this group makes their purchases in person, while 40% consumes content on connected TVs.

These data provide a solid foundation for advertisers to customize their campaigns according to the preferences of each audience, providing more effective communication and relevant shopping experiences.”, says Fabio about the advantages of understanding this data to develop a sales strategy.

With knowledge of consumer trends and consumer behavior, as well as the integration of dynamic and cross-data, advertisers and agencies can develop more effective campaigns that not only drive sales, but also create memorable experiences for consumers. Investing intelligently on this date can bring significant results and long-term loyalty, solidifying the relationship between brands and consumers.