4-D P2P
Shoppers employ a decision process that’s unrelated to consumer attitudes. By Al Wittemen and Paul Price. The premise of shopper marketing sounds simple enough: how to connect with shoppers in a way that solves their problems quickly and easily. Delivering on that premise, however, is not nearly so simple for one reason more than any other: the path-to-purchase is not linear; it’s multi-dimensional.
In other words, it’s no longer adequate to think of the path-to-purchase as being neatly compartmentalized into “at-home,” “on-the-go” and “in-store.” We need to understand what the shopper is doing, when and why they’re doing it and how they’re doing it, under each and every conceivable circumstance … read>>
0 comments
Kick things off by filling out the form below.
Leave a Comment