Channel-hopping shopper behaviour

Dr Alan Treadgold

New research identifies how distinct multi-channel shopper types behave in different territories, creating varying shopping patterns and requiring brands to engage throughout the purchase process

We are used to being told that consumers are living in a landscape of multiple engagement points with brands and that they engage in a multitude of purchase channels for products.

They're looking at three screens at once, they're searching online and buying instore or else they're searching instore and buying online. And we're told that this new landscape of connectivity requires us to develop new engagement models for our clients' ever harder-to-reach consumers.

Indeed, much of the discussion among marketers about the so-called 'multi-channel shopper' has focused almost exclusively on the channel and hardly at all on the shopper.