I read a piece in retailwire titled: Ten reasons you should care about the shopper by Joel Rubinson http://www.retailwire.com/Discussions/Sngl_Discussion.cfm/13892
The article looks at the why shopper insights are important to today’s marketer or retailer.
Notable points for my mind:
- Fifty percent or more of product and brand decisions are made in-store.
- The mind set of a shopper is different, it action and decision focused. In-store promotion needs to take this into account.
- Shopper insights and consumer insights are different things. Consumer insights study preferences; shopper insights study how people put preferences into action.
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