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What we know about shopper strategy and the path-to-purchase
This article provides advertisers with information and guidance on shopper strategy and the path-to-purchase. It includes sections on connecting with today's shopper, understanding different shopper types, in-store innovations and shopper-led communications.
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How digital has transformed purchasing decisions
Why marketers need path-to-purchase insights if they are to assemble an effective marketing plan.
Mapping the consumer journey
Best Practice paper on mapping the consumer journey – and guidelines for developing research in this area.
Connect with the mobile shopsumer
How mobile devices have changed the ways in which consumers research, purchase and discuss products.
Tomorrow's shopping experience
GFK research into the online shopping experience and how people expect to be shopping in the future.
Retail's next top-model: New perspectives on consumer decision processes in a rapidly changing world
This paper explains how the complexity of the typical purchase journey is contradicting the current methodology of shopping research and introduces a new model to fix this issue.
Thirsty work: Collaborating towards metacognition in the cold beverage path to purchase
This paper examines a research project focused on building a body of research that shows what impact the in-store experience in eateries has on beverage choice in order to empower companies to drive sales more effectively.
Like, Share and Retweet: How to make your insight go viral
This paper offers tips on how to pick key insights out of the mass of data-driven possibilities available, and effectively sell these insights within and outside the business.
Would you snap up the deal? A study of consumer behaviour under flash sales
Flash sales refer to an emerging e-commerce practice in which a firm offers one or more products/service at a substantial discount within limited time.
Design the retail experience
This article argues that design is key for retailers, and that designers should focus on invoking empathy and stimulating shoppers' senses.
Changing gear: How BMW is staking its claim to the luxury end of the car market
This event report looks at how automaker BMW is shifting its marketing emphasis away from its engineering prowess to include the benefits and fun of the technology it now incorporates in its cars.
This article uses data from a mixed-methodology study of over 4,000 British people to debunk popular myths about Christmas shopping and culture.
Design for the purchase journey
This article discusses the role of design in the purchase decision journey, arguing that it can help create seamless customer experiences that drive sales.
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