By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData Collective
  • Analytics
    AnalyticsShow More
    construction analytics
    5 Benefits of Analytics to Manage Commercial Construction
    5 Min Read
    benefits of data analytics for financial industry
    Fascinating Changes Data Analytics Brings to Finance
    7 Min Read
    analyzing big data for its quality and value
    Use this Strategic Approach to Maximize Your Data’s Value
    6 Min Read
    data-driven seo for product pages
    6 Tips for Using Data Analytics for Product Page SEO
    11 Min Read
    big data analytics in business
    5 Ways to Utilize Data Analytics to Grow Your Business
    6 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-23 SmartData Collective. All Rights Reserved.
Reading: Influencing Shoppers Beyond the Store
Share
Notification Show More
Latest News
cloud-centric companies using network relocation
Cloud-Centric Companies Discover Benefits & Pitfalls of Network Relocation
Cloud Computing
construction analytics
5 Benefits of Analytics to Manage Commercial Construction
Analytics
database compliance guide
Four Strategies For Effective Database Compliance
Data Management
Digital Security From Weaponized AI
Fortifying Enterprise Digital Security Against Hackers Weaponizing AI
Security
DevOps on cloud
Optimizing Cost with DevOps on the Cloud
Development
Aa
SmartData Collective
Aa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Business Intelligence > CRM > Influencing Shoppers Beyond the Store
AnalyticsCRMMarket ResearchMarketingSocial Data

Influencing Shoppers Beyond the Store

gibbassett
Last updated: 2011/09/06 at 4:30 PM
gibbassett
3 Min Read
SHARE
- Advertisement -

If consumer goods companies invest in shopper marketing based on the belief that 70 percent of the buying decision happens at the shelf, they may want to look into recent research conducted by Campbell Soup:

“…CPG companies practicing Shopper Marketing should think differently about where they invest to influence shoppers.  Why?  Most important buying decisions occur before the actual store visit.”

- Advertisement -

If consumer goods companies invest in shopper marketing based on the belief that 70 percent of the buying decision happens at the shelf, they may want to look into recent research conducted by Campbell Soup:

More Read

big data technology has helped improve the state of both the deep web and dark web

What Role Does Big Data Have on the Deep Web?

Use this Strategic Approach to Maximize Your Data’s Value
How Data and Smart Technology Are Helping Hospitalists
Niche Data Tactics to Take Your Business to the Next Level
5 Ways to Utilize Data Analytics to Grow Your Business

“…CPG companies practicing Shopper Marketing should think differently about where they invest to influence shoppers.  Why?  Most important buying decisions occur before the actual store visit.”

Research conducted by Campbell Soup summarized in this recent CPG Matters article suggests that traditional in-store shopper marketing may need a tune up.  Their methodology was nothing short of comprehensive, examining “U.S. adults in eight different phases of research, including eye tracking, in-store observation, online interviews, in-home ethnography, in-store interviews, EEG (electro-encephelograph) monitoring and mobile eye tracking.”

One of the factors affecting traditional shopper marketing is the nature of the in-store environment, which you could say helped give rise to shopper marketing to begin with:

- Advertisement -

“… CPG faces a significant challenge to gain attention in-store.  Shoppers are so overloaded by visual stimuli that their eyes de-select 99% of what they see; of the remaining 1%, shoppers consciously process just one-twentieth of what they encounter, scientific literature shows.”

Campbell’s research uncovered another issue at work; the consumer’s path to purchase is multidimensional and includes “pivotal moments of influence,” most of which happen outside the store.  Thus shopper marketers have a mandate to understand “where, when and how decisions are made” to make the most of these investments.

For a lot of consumers, this happens “on the go” while increasingly spending time on social media sites like Facebook.  Consumers face upwards of 3,000 marketing messages daily according to some sources, challenging mass media as much as Campell found shopper marketing to influence purchase decisions.  Direct digital marketing, where brands connect directly with consumers via opt in and social media channels, is often the answer.  It’s a trend gaining a lot of traction as noted in this recent post.

Teradata offers consumer goods a proven path to the types of direct consumer relationships that will come to define best in class leaders, bringing unmatched scale, integration and analytical capabilities needed to harness the value embedded in a growing source of Big Data.  For those that fail to adapt their shopper marketing efforts accordingly, “a lot of effort and resources can be wasted trying to convert shoppers at times and places where they’re unlikely to be converted.”

TAGGED: big data, social media
gibbassett September 6, 2011
Share this Article
Facebook Twitter Pinterest LinkedIn
Share
- Advertisement -

Follow us on Facebook

Latest News

cloud-centric companies using network relocation
Cloud-Centric Companies Discover Benefits & Pitfalls of Network Relocation
Cloud Computing
construction analytics
5 Benefits of Analytics to Manage Commercial Construction
Analytics
database compliance guide
Four Strategies For Effective Database Compliance
Data Management
Digital Security From Weaponized AI
Fortifying Enterprise Digital Security Against Hackers Weaponizing AI
Security

Stay Connected

1.2k Followers Like
33.7k Followers Follow
222 Followers Pin

You Might also Like

big data technology has helped improve the state of both the deep web and dark web
Big Data

What Role Does Big Data Have on the Deep Web?

8 Min Read
analyzing big data for its quality and value
Big Data

Use this Strategic Approach to Maximize Your Data’s Value

6 Min Read
big data and smart technology in healthcare
Big Data

How Data and Smart Technology Are Helping Hospitalists

8 Min Read
niche data tactics for business success
Big Data

Niche Data Tactics to Take Your Business to the Next Level

6 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

ai in ecommerce
Artificial Intelligence for eCommerce: A Closer Look
Artificial Intelligence
data-driven web design
5 Great Tips for Using Data Analytics for Website UX
Big Data

Quick Link

  • About
  • Contact
  • Privacy
Follow US

© 2008-23 SmartData Collective. All Rights Reserved.

Removed from reading list

Undo
Go to mobile version
Welcome Back!

Sign in to your account

Lost your password?