Earlier this week I continued exploring the real truth of shopper behavior, a theme we’ve been tracking since the beginning of the downturn which examines the shift in how consumers are making purchase decisions. I highlighted these changes in an NACDS webinar, which was a reprisal of my NACDS Marketplace 2009 keynote presentation, “Discovering the Real Truth about Shopper Behavior.”
The depth and breadth of the recession is driving a seismic shift in how consumers learn about, purchase and use CPG products as well as where they shop to buy them. Today, the shopper is viewing every purchase and expense through a “lens of affordability.” To cater to shoppers’ needs head on, retailers and manufacturers must understand and address this new transformation.
During my webinar, I discussed a variety of these new shopper rituals, including where shopper decisions are made, how and where consumers shop, the effect of advertising on purchase decisions, and the various roles of marketing vehicles and their impact on shopper behavior.
I hope many of you were able to join me for the webinar. If not, please send an e-mail to IRI.Marketing@infores.com to request an executive summary.
Best,
Thom Blischok
