Digital Shopper Marketing and Darwinism – Survival of the fittest

Seth Diamond and Brian Cohen
Catapult Marketing

DSM – Past as prologue

In 2009, Catapult conducted our first Digital Shopper Marketing (DSM) study. DSM was in its earliest stages of experimentation – with technology vendors frenetically trying to sort out the basic functions and features that would someday create shopper engagement with a broad cross section of the shopping population.

At that time, we predicted that as more solutions began to crowd this market space, we would see a divergence – a separation of winners from losers – based on individual technologies' ability to garner attention, attract early adopters and solve a fundamental shopper need.

Flash Forward to 2011

Our 2011 study, v3.0, indicates the separation of winners and losers is now taking place in a very real way, making it more critical than ever for marketers to select the right tools with the right utility for their customers. The study not only takes the pulse of DSM, but, as in previous years, performs a detailed diagnostic on shopper behaviors and the prevailing attitudes and perceptions that shape these behaviors. Once again, we have partnered with IPSOS-OTX to field our study among a statistically robust sample of 1,210 shoppers. In addition to examining the general forces shaping DSM, we have taken an even deeper dive on 34 specific tools across the path to purchase, including:

  • Awareness
  • Usage – overall, by product category, channel, retailer and shopping trip type
  • Future Intent to Use
  • Perceptions of Helpfulness and Influence on Brand and Retailer Selection
  • Needs Fulfilled