Shopper in 2014 – Points of influence
This article comes from Warc's Toolkit 2014 report, a review of the key challenges facing brands this year, and how the smartest marketers are responding. Download the full report
At a glance: Shopper strategies evolve
Key arguments in this article:
Shopper marketing is high on the agenda for 2014, for two reasons. First is the ongoing transformation of retail by tech; second is the growing understanding of the role emotion plays in the shopping process.
The result is a smarter understanding of consumers' purchase journeys, and the points along them at which brands can exert influence. Brands such as Frito-Lay and Mastercard are investing in research to build this knowledge.