Shopper marketing: The schizophrenic shopper
Michelle WhelanArc
A major new shopper study identified six key behavioural types characterised by their purchase decision-making and their response to price and promotion, which varies by category.
The growth of shopper marketing has been exponential in recent years, with marketers having an unprecedented understanding of the shopper and the shopping experience. The segmentation of the shopper is a hot and important topic, with brands and retailers creating, re-creating and re-cutting shopper segmentations year in year out. Which, of course, leads us to ask how many segmentations really exist, and how do brands design...