How food marketers can turn desire into purchases

Analysis by Ipsos, the research firm, shows that focusing on emotional cues across the purchase journey is important for food brands.

Food marketers that want to push consumers from temptation to transaction should focus on sensory cues, stories, and the speed of completing purchases.

That was the recommendation of Wendy Wallner, senior client manager at Ipsos, during the research firm’s virtual 2020 Food Industry Summit. And the strategy applies, she reported, everywhere from brick-and-mortar venues to e-commerce and hybrid solut