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.
“Fashion is becoming mobile first with apps that help track down must-have clothes, accessories and shoes. By Ami Sedghi (Fashion is becoming mobile first with apps that help track down must-have clothes, accessories and shoes.”
As Tim Berners-Lee celebrates 25 years of the World Wide Web this week, Tanya Lawler, vice president of eBay UK, explores why the internet revolutionised shopping and how the best retailers continue to adapt.
As a kid I was a big game player. I especially enjoyed games like Monopoly and Clue. Back then I loved playing these games for the sheer enjoyment. I did not realize then that these games were providing me not just with enjoyment but also a training of sorts. From [...]
Philip Brown's insight:
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