Shoppernomics

What happens from the moment the thought of a purchase occurs, to ownership, is a journey that is impacted by media, advice, packaging and now even experiencing the product or service. Many of the impact messages are way off the target - brand managers, agencies, retailers would give their eye teeth to know when to supply what message, in what order, by what means, to persuade ’the gatekeeper to the family budget’ or the B2B buyer to part with their hard-earned money as they reach the point of sale. Shoppernomics is based heavily on facts and figures supplied by both US and UK researchers; it examines the near precise path taken by the shopper. The authors describe the drivers including the barriers, the journey to purchase from the discovery of the need, on the way to the store, in the store and after purchase and then describe how to put what messages across, at a time and in a form for greatest impact.