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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.
Understanding shopper transaction data: how to identify cross-category purchasing patterns using the duplication coefficient
This paper applies the D Duplication Coefficient from the Duplication of Purchase Law as a benchmark to help investigate patterns in simultaneous product category purchases.
Luxury marketing: Demographics of luxury consumption
This article describes how US luxury marketers must have an intimate understanding of whom they are targeting with their products and campaigns.
The growing sophistication of online shopping
This report analyses the evolution of online shopping, covering changes in pricing, consumer trust, personalisation and how popular marketplaces are serving their regions' needs.
Global luxury goods trends report
This report discusses the future of the global luxury goods industry, including changes in key markets, the impact of luxury wearables and how brands are looking for more meaningful 'luxury experiences'.
How Hilton Hotels builds relationships to beat industry disruptors
This event report examines how Hilton Hotels, the global chain, are engaging with new technology to speed up and control the interactions that users have with platforms to build the brand.
The digital marketplace: Winner takes all
This article describes how the internet is developing into a highly-centralised and automated marketplace.
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.
Mobile first: How Renault is convincing motorists to buy cars via mobile
This event report explains how Renault, the car manufacturer, found that taking a 'mobile first' approach in India and Africa paid off.
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