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Shopper Segmentations and the Path to Purchase is dead!
Shopper Segmentations and the Path to Purchase is dead! Or is it?
The steps we take on a shopper journey, whether for CPG or large ticket items, have changed immeasurably in the last decade. Commentators have declared the classic sales funnel as dead. Purchase behaviour now comprises a profusion of non-linear steps, with conversion driven by and at any number of points, from the shelf-edge label to the recommendation of a random stranger’s review on your smartphone app.
Can consumers and shoppers be algorithmed into discreet segments any more, or is our behaviour and many shopper ‘hats’ too fluid?
[tweet-box]Gen Z, Big Data, Mobile Native, System 1? Catch @FutureThinkHQ at #FDBx17 to see where and how efforts should be focused on #shopper research in 2018[/tweet-box]
Whilst there are now many more experience and exposure touchpoints, the customer still essentially travels a path of awareness, via degrees of ‘research’, through to purchase. Brands must scrutinise shopper modes and missions in order to be effective on these marketing battlegrounds.
Gen Z, Big Data, Mobile Native, System 1? Join Noreen Kinsey at The Food Retail Show to find out where and how our efforts should be focused on understanding the shopper in 2018 and beyond. Find us at The Ricoh Arena at 10.45am on Tuesday 7th November.
If you want to catch Noreen for a coffee while you’re there then please drop her a note to arrange.