The ARF’s Shopper Insights Council’s mission is to reshape industry thinking about shopping as an integral part of the brand experience. The discussion continues on Tuesday, May 12 with additional perspectives on purchasing decisions made pre-store and in-store. Smart Revenue shares their unique approach to harvesting instore insights. DS IQ, Wal-Mart’s exclusive research firm for their Smart Network, presents new standards for measuring digital in-store media. Co-Chair Peter Hoyt, Executive Director, In-Store Marketing Institute, will also highlight the critical trends and emerging opportunities in the world of Shopper Marketing. Find out more or sign up at My ARF.
“This new forum was developed for both marketers and retailers to come together with a common purpose – to better understand and serve their consumers/shoppers”, said Robert Tomei, President, Consumer and Shopper Insights, Information Resources, Inc (IRI).
Co-chair Peter Hoyt, Executive Director, In-Store Marketing Institute noted that “Shopper marketing has been around longer than any other form of media, but it is one of the least understood. We want to bring some order and discipline to understanding from a research perspective the journey of a shopper.”
The inaugural session in February defined the three types of insights consumer, shopper and customer, and their relationship within the marketing process. It also explored how the root of purchase decisions has evolved over the years, factors that contribute to the path to purchase, and applications of virtual shopping. Presentations are available to members at My ARF.
“Understanding the shopper experience is a critical part of true integrated marketing,” said Joel Rubinson, Chief Research Officer, The ARF, “which will dramatically improve the flow of marketing spending as marketers, retailers and agency partners learn how to bring value to people via the shopping processes and experiences they engage in.”
