What Are the Most PopularDigital Shopping Tools?Individual digital shopping tools are continuallyreshaping the path-to-purchase. Trends indicate thatusers are becoming more discerning about whichtools to use at specific times in the shopping cycle. In the year ahead, CPG brands should continue to invest in digital shopper marketing as a way to influence purchase decisions and extend brand messaging. Those are key findings of CatapultRPM’s 4th annual Digital Shopper Marketing (DSM) study that examines trends around the many tools that shoppers use along their path to purchase. The study covers perceptions and behaviors regarding over 30 digital shopping tools. The robust sample of 1,412 shoppers spans grocery, mass, drug, dollar, club, specialty and convenience store shoppers. This year the study also explores the digital habits and preferences of the Hispanic shopper.
According to the study, the days of digital as a separate vehicle of communication are over...
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RECENTLY PUBLISHED: The Essentials of Shopper Technology from the Shopper Technology Institute. Click on book cover at right to see samples, reviews, and ordering information for the hardcover, paperback, and Kindle editions.
How E-Sampling Can Boost Brands and Retailers
Everybody loves product samples in stores. After all, having “lunch” in a Costco has become a favorite shopper activity. But consumers are spending more and more time online via PCs, tablets and smartphones. It’s no surprise that product sampling is flourishing in these environments. That’s where people are nowadays.
How can brands and retailers benefit for the increasing popularity of online sampling programs? To find out, click on the arrow in the screen above to view the webcast (and click on the icon in the lower right-hand corner of the screen to view the webcast in full screen mode).
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Retailers Often UnderutilizeCustomer Data: ReportMany successful retailers have embraced social media as a critical tool to interact with shoppers. But how importantis social media to a successful retail operation? According to consultancy A.T. Kearney, less than half of retailers collect social network data that could be useful to them. What’s more, only 8% believe that social networks are very important in generating insights as to how to improve their operations and sales.
At the same time, well-trained employees need to interact in the store with customers. Such valuable personal touches gain insights directly. So what’s needed is a blend of customer data analysis and fresh shopper insights...
