Abstract
Mapping the New Consumer Pathways to Purchase
While consumers continue to shop, even in the face of prolonged economic
recovery, much has changed about the way they shop. Today's consumers are
faced with more product and brand choices, Channel options and economic
pressures than ever before. They are also much savvier than any time in modern
shopping history. Consequently, the need to understand the true picture
underlying the how - and WHY - of shopping has never been greater.
Shopping Topography looks at the wider contexts of how and why consumers shop
by taking a holistic approach to behaviors, expectations and experiences,
including the following:
- The Current State of Pre/During/Post Shop. The linear model is no longer relevant. A new model has emerged to
reflect the realities of today's consumer.
- Channels. Grocery, Mass, Drug, Club and Dollar stores
- Categories. Foods & Beverages, Personal Care and Over the Counter
(OTC)
- Value. Impact of the economy on shopping and purchase behavior
This new research is not about uncovering "the moment of truth" or revealing
"primary touchpoints" for interacting with shoppers. It is about providing
substantially more insightful and pragmatic data and information with regard
to understanding the contemporary shopping experience and pathways to purchase.
Shopping Topography is the result of a comprehensive qualitative and
quantitative exploration of contemporary shopping behaviors and the impact on
pathways to purchase across five key Channels and three major categories. It
was fielded March 2012 in the U.S. marketplace.
In addition to rethinking the linear model of pre-, during and post-shopping
pathways to purchase and unveiling our new pathways to purchase model,
"Constant Consumers," another important feature of the report is the section
on Channel Dashboards.
The series of cross-Channel Dashboards report and highlight top level findings
across all of the Channels as well as qualitative commentary gleaned from the
fieldwork. A set of dashboards for each Channel highlights key findings and
includes: SWOT (successes, weaknesses, opportunities, threats) analysis of
each Channel divided into the new Constant Consumers framework of INFORM,
PURCHASE and CONSUME. All dashboards have the same components, which gives the
ability to compare section pages across the Channels with specific data of
interest highlighted in the left-hand columns.
Table of Contents
Background and Objectives
Executive Summary
Methodologies
Constant Consumers
- How the multi-Channel, information-filled marketplace is altering the path
to purchase
Channel Dashboards
- A compact glance at key stats and facts across the Channel
Five Key Findings
- With items to consider across each Channel
Recommendations
- Seven key takeaways and what to consider for your business
Appendix
