Shopper Targeting: Consumer Insights for in-Store and Online Success

Summary

Routine and inertia in shopping habits is preventing people from finding new products that meet their needs. Consumers want to live healthier lifestyles, try new experiences, get better value for money, and support ethical brands. However, their shopping habits often get in the way of finding products that meet these needs. Retailers and brands need new strategies to break through shoppers busy lives, their reluctance to try new products, the routine and inertia in their shopping habits, and their lack of emotive connection with products.

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Key Findings

- Understanding why consumers want to make better choices, and overcoming the barriers that are preventing them from doing so, will help brands and retailers to convince shoppers to trade up to higher margin products

- Recent weak economic conditions mean consumers have been looking to limit impulse purchases; however, the return to economic growth means consumers will be increasingly confident about their ability to spend on non-essential items, and increase the amount of impulse purchasing over the next few years

The use of NFC technology and personalized promotions will disrupt habitual shopping trips and encourage shoppers to try something new

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Synopsis

The Shopper targeting: how to turn consumer insights into in-store and online success” report by Canadean aims to get into the minds of consumers and examine what motivates them when it comes to shopping. Increased competition in the market and the rise of discounters who have adopted a low SKU model are some of the market-led factors that are having an impact of the profitability of retailers. From a shopper perspective, busy lives and routine and inertia in shopping are some of...