JUST 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.
The Way Shoppers Use Coupons To reach the digital consumer, marketers must adjust their expectations, or risk losing the sale – even if they are dangling an attractive discount. The behavior of these shoppers is something traditional marketers haven't seen before, and they need to learn more. Some shoppers are new digital couponers, while others still rely mainly on paper coupons. The motivations that drive all of them are shifting.
“We feel very strongly that we have to uncover what is driving shoppers to behave the way that they do, and do it in such a way that we can scale that conversation and determine what programs and touch points are going to be most influential for them so you can grow your category and your brand,” says Devora Rogers, senior director, retail marketing insights at Inmar, based in Winston-Salem, N.C:..