Douwe Rademaker, Global Account Director
Digital blurrs the division between shoppers and consumers and puts consumers in shopping mode at various points on their path-to-purchase. The path-to-purchase is no longer a one-directional path. Understanding the impact of digital on the ‘path to purchase’ for your category and how to connect and engage with these new ‘shopumers’ is key.
Barry Lemmon, Global Head of Retail & Shopper
Shoppers and consumers are intrinsically linked. Although the shopper and the consumer may be the same person, their needs are two different elements of the overall Path to Purchase. Shoppers shop to satisfy the needs of the consumer, and the challenge for manufacturers is to understand and exploit this "link" to win at retail.
Rosie Hawkins, Global Head of Brand & Communication
Category dynamics and existing brand relationships determine the role the store and store activity can play in influencing brand decisions. A holistic view of brand and category, consumer and shopper is therefore essential – understand how and where decision making takes place and explore how different touchpoints in and out of store will best build and activate demand.
Dan Foxman, Retail & Shopper, Regional Director (SE Asia)
Shoppers will draw on their experiences as a consumer when they decide what to buy, but that is not the full story. Shoppers are influenced by visibility of brands in-store and engagement needs to be immediate. Hence, whilst shopper marketing needs synergy with consumer marketing, it also needs to take into account these different behaviours”.
Susan Thomas, Global Director, Retail & Shopper
Understanding shopping lists and pre-planning gives you a sense of how much the end consumption occasion is driving purchasing decisions. “Sunday lunch” involves a whole series of meal components, but the shopper may be willing to be inspired and influenced inside the store.
