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What we know about shopper strategy and the path-to-purchase
This article provides advertisers with information and guidance on shopper strategy and the path-to-purchase. It includes sections on connecting with today's shopper, understanding different shopper types, in-store innovations and shopper-led communications.
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How to optimise the path to purchase
A guide to understanding and influencing the decision-making process that drives buyer behaviour.
Mapping the consumer journey
Best Practice paper on mapping the consumer journey – and guidelines for developing research in this area.
New technology in shopper marketing
The techniques like AR, beacons and facial recognition that can influence in-store purchase decisions.
Tomorrow's shopping experience
GFK research into the online shopping experience and how people expect to be shopping in the future.
How Domino's repositioned itself from pizza delivery to mealtime solution
This article examines the journey undertaken by the UK branch of pizza brand Domino's as it reacted to the rise of brands disrupting the food delivery sector by reimagining itself as a digital-first mealtime solution.
Molson Coors: Convenience stores made more convenient
This case study reveals how Molson Coors, a beer brand, helped convenience retailers in the UK improve their store environments to drive sales of beer and cider.
Mothercare: How emailing receipts transformed a business
This case study explores how Mothercare, the specialist retailer, used email receipts to collect customer data and increase store visits and purchases in the UK.
IKEA: Don't win a candle, win a 'cosy glow'
This case study details how IKEA, a furniture and home furnishing company, increased brand engagement with its customers in the UK through its IKEA FAMILY loyalty programme.
Consumers’ Cross-Channel Use in Online and Offline Purchases: An Analysis of Cross-Media and Cross-Channel Behaviors between Products
This study explored how online and offline buyers of a specific product differ in their cross-channel use throughout the purchase process and how this differs across types of products.
Connecting the dots: Google’s guide to unifying customer data in China
This article offers advice from Google on how marketers can use customer data across first, second and third party sources to create a single customer view.
Understanding a Man’s Online World: Quality matters - inspirational, provocative, transformational insights from men’s world
This paper describes a qualitative research project for Unilever, the consumer goods manufacturer, which wanted to understand better how Turkish men shopped online for personal care products.
The changing face of luxury: what affluent consumers want
This event report details how GfK, a market research firm, has been examining why the luxury goods industry is forecast to remain in stagnation in high-growth and mature markets.
Real reviews or just fake feedback?
This article explores the troubles with reviewers reviewing products which they received for free or at a discount from the company which made them.
What we know about omnichannel shoppers
This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.
This article looks at the decision-making process that consumers undergo in order to make a purchase, connecting and engaging with different options, before finally settling on a brand.
10 shopper trends
This article outlines ten key shopper trends that brands need to recognise within the rapidly evolving retail sector and explains how best they can address them.
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