At a glance: Shopper strategies evolve
Key arguments in this article:
Shopper marketing is high on the agenda for 2014, for two reasons. First is the ongoing transformation of retail by tech; second is the growing understanding of the role emotion plays in the shopping process.
The result is a smarter understanding of consumers’ purchase journeys, and the points along them at which brands can exert influence. Brands such as Frito-Lay and Mastercard are investing in research to build this knowledge.
Data from Nielsen shows how complex influence-mapping can be: two products in the same category can have very different purchase paths.
The trend toward more nuanced shopper insight is likely to accelerate as the impact of traditional in-store promotions declines. A study by IRI found that trade promotion investment has grown without driving sales volumes.
Tech expands the purchase path…
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