Spotify Pushes the Shopping Cart on the Omnishoper’s Retail Journey, Marketing and Promotional News, ET BrandEquity

There has never been a better time to be a shopper given today’s retail environment where shopping is everywhere. It’s raining deals in stores, on social media, and indoors, from the comfort of the couch you have on hand. Mobile commerce is expected to account for 83% of all e-commerce sales and 8% of all retail by 20241. And now the shopping is such that the discovery points are different from the actual shopping location. A product on a streaming platform like Spotify catches the eye of a shopper, who then drops by the store or their preferred e-commerce platform.

Catch the big wave of omnichannel surfing
With ecommerce sales projected to grow 27% by the end of 20211, there are more options to shop and even more places for shoppers to discover this great find. For an “omnishop” shopping across multiple devices and locations, better accessibility does not make it easy for brands to address them. These buyers aren’t just buying what they need – they’re constantly looking for what they want or didn’t know they wanted it until they discovered it. This can make it difficult for brands to anticipate and prepare for their next move.

Spoiled for choice, messages to these new age consumers must feel authentic, tailored, and respectful of their time and feelings. If not, they’ll ricochet. So brands have to advertise in the right place that people trust. And when they make a decision, it’s because they feel a personal relationship between themselves and the brand. At Spotify we have worked hard to build that trust with our listeners.

Omnishops want to make a statement. 89.7% of Spotify Free listeners discover brands and products through paid advertising2. A couple of kicks before everyone wears them is a matter of pride, much like being the first in your group to discover a new song by a favorite artist.

The hunt excites them and they know where to find them, just as 43% of Generation Z Spotify users said they heard a song on social media and then searched for it on Spotify3. And because of this, our listeners spend their time with us, eager to explore, and spend an average of 2.5 hours per day, with Spotify Free listeners with multiple devices spending an average of 1.5 hours per day on Spotify5.

Another big reason brands check out Spotify is to plan our listeners. After purchases were delayed in 2020, every third Spotify user watches large, high-volume purchases. Keep in mind that this is a user base that is likely to spend 15% more on what they want than any other cohort.

The experience becomes more personal for them the more time they spend listening. So Spotify adapts to your mood at different moments of your day. No other medium can reach this connection level.

When relevant, remembering is also better, with 75% of Spotify listeners saying they remember ads better when brands recognize their moment or attitude5. Spotify helps brands reach listeners at the right time, and the numbers speak for themselves – 2.7 times more awareness and 5.3 times more intent than campaigns with simple demographics5.

Help shoppers realize the next big thing on Spotify: your brand
Spotify listeners are familiar with online shopping trends. They are indeed the trendsetters. Spotify Free listeners are almost 4.3 times more likely to discover brands and products via streaming music than via TV advertising and 1.5 times more often than via radio advertising2. Offers and benefits can be the tipping point to navigate through a variety of options. 59% of Spotify Free users agree that free shipping is the number one factor they consider when making online purchases2. 51% prefer simple returns and 45% opt for discounts and coupons2.

It is important to address the right target group and to enable the committed listener to make discoveries in a trusting environment. This is exactly what Spotify created that listeners come back to every day, and provides brands with the perfect starting point to reach out to the elusive omnishopper.

Contact us at spotify-advertising-india@spotify.com to see how your brand can appeal to the right audience – avid buyers and people looking for retail therapy.

Sources:
1 – eMarketer, Retail Forecast, IN
2 – GWI, IN, Q1 2021
3 – Spotify Culture Next survey conducted among 500 respondents aged 15 to 40 in India in April 2021
4- IFPI Digital Music Report 2019
5 – Spotify Nielsen Brand Impact Studies, 2018

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