GFK, Experian and eBay: Shopper insights from the 2013 IAB UK Retail Forum

Joseph Clift
Warc

The retail sector includes some of the biggest marketing spenders in the UK, as well as some of the country’s best-known brands. Market conditions are also changing fast, with the continued displacement of brick-and-mortar chains by ecommerce companies.

Experts presenting at the IAB Retail Forum - an event organised by the Internet Advertising Bureau (IAB) UK, a digital trade body, and held in London in July 2013 - offered a variety of perspectives on how the retail world is dealing with such disruption. Across the day, there was a definite consensus on some of the major issues facing the sector: the increasing savviness of shoppers, the need for brands to track people across platforms more effectively and the move towards time-flexible, dynamic, rapid-response marketing communications.

Savvy shoppers