The smart shopper snapshot

This paper gives a snapshot of the 'smart shopper' or shoppers whose consumer journey runs through the internet, a key touchpoint through which brands can affect decision-making moments.
  • A cross-device campaign and marketing portfolio can enable brands to better engage with their audiences during the purchase cycle; brands should ensure their websites are accessible across devices.
  • Brands should decide how to follow the consumer journey and how to feedback the information from consumers to refine their strategy.
  • Brands need to consider the intended audience and ensure a relevant online presence; over 50% of Europeans go online to compare products/prices/features and a quarter are discovering relevant brands.
  • Online advertising can provide the opportunity to deliver relevant information to consumers at different stages of the purchase cycle...

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