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Shopper insight

Shopper insight covers research into consumers when they are looking to purchase within a category. Its focus tends to be the ways consumers discover products, and how they make their ultimate purchase decision. The journey to a buying decision is known as the ‘path to purchase’, and the rise of data-rich digital channels allows marketers to develop sophisticated path-to-purchase models. ‘Shopper marketing’ involves communication with consumers at key moments of the path to purchase.

Key Reading

Important papers from across the Warc database

Mapping customer journeys gives busineses a better view of the ecosystem from inside their organisation and helps them understand how customers experience their brand.
Understanding and influencing the decision-making process that drives buyer behaviour.
People's decisions are often sub-conscious, instinctive and inherently biased.
The omnichannel model should offer a seamless shopping experience.

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