The Data Age

Big Data and Living in an Age of Data

The Data Age - Big Data and Living in an Age of Data

Shopper in 2014 – Points of influence |

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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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