Hey Marketing Bestie,
Yesterday Alex Johnson, fintech marketer and creator to Fintech Takes, said something that reframes everything.
There are 2 versions of every consumer. The 1 on the couch, distracted, half-watching, mentally checked out. And the 1 standing in the checkout line, tallying their spend, thinking about their budget, wallet literally in hand.
Same person. Completely different mindset.
Couch equals closed wallet. Checkout equals open wallet.
And here’s the thing. Brands are still fighting over the couch.
Marlow Nickell, co-founder and CEO of Grocery TV, ran a financial health app on the Grocery TV network for 6 weeks.
The results weren’t incremental.
- 82% lift in brand rating.
- 72% lift in recommendation intent.
-
34% lift in unaided brand awareness.
That’s what happens when you stop interrupting people and start showing up at the right moment.
1 in 4 Americans walks past these screens every week.
Average dwell time at checkout? 4.5 minutes. That’s not a glance.
2 resources worth keeping:
➡️ Shopper Pulse Study 2026 - the first-party data behind everything we covered
➡️ Grocery TV for Financial Services - if you need to make the internal case for testing this channel.
Watch the replay from yesterday here.
See you next time.
Daniel
PS: More events coming up soon.
