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Key reading

Digital shop

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.




Latest case studies

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.

Nissan Canada: Conquer All Conditions

This case study describes how Nissan, the automobile manufacturer, increased its share of the Crossover Utility Vehicles (CUV) market in Canada through the #conquerallconditionscampaign.

Latest articles

Students: Analyzing the digital behaviours and attitudes of students

This report explores the online behaviour of students through a survey of 5,198 students - defined as those who responded that their current working status was 'in education'.

Macy’s insight: bridge physical and digital with mobile apps

This event report details how Macy’s, the department store chain, is using its mobile app as a tool to drive multiple forms of consumer engagement.

Infographic: Students' online behaviour

This article summarises some of the key findings into the online behaviour of students, presented in infographic format.

How Arla engaged shoppers in a low-interest category

This event report describes how Arla, the British milk company, found growth by engaging shoppers in a category with enormous penetration, but negligible interest.

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