Influencing Shopper Decisions

Unleash the Power of Your Brand to Win Customers

Rebecca Brooks, Devora Rogers

• Publisher: Kogan Page
• Year: 2022
• Print ISBN:
  9781398603615
• Edition: 1
• eBook ISBN:
  9781398603622
• Topic: Business
• Subtopic: Consumer Behaviour
• Index: Business

Should I advertise on TV? Is print dead? Should I work with an influencer? Should I promote my product through Facebook and Instagram ads? What about TikTok? How do brands get shoppers to say "yes" in an increasingly complex, fragmented and fast-changing world?

Constant change, rapid innovation, category disruptors, rising shopper expectations and new access to goods and services have made consumers and shoppers incredibly adept at wading through oceans of research and information. Before making a purchase decision, your brand's target consumer is a shopper. With more choices than ever before, shoppers are becoming increasingly promiscuous, opening themselves up to new brands, products and shopping channels. In Influencing Shopper Decisions, the authors are market researchers who reveal how brands can help shoppers say "yes" by better understanding consumer decision-making.

By tracking the evolution of the shopper mindset from the First Moment of Truth to Google's infamous ZMOT, the authors outline a new paradigm for shopping behavior that focuses on shopper needs, priorities and context. Whether you're a CPG brand marketer, digital media company or small business owner, Influencing Shopper Decisions provides an unparalleled understanding of the shopper mindset and the keys to unlocking it. After explaining the forces that drive consumer decision-making, the authors outline key insights and strategies that marketers can use to maintain relevancy and grow engagement with consumers.

Index

Page numbers in italic indicate Figures and those in bold indicate Tables.

360 degree marketing concept 93–94

advocacy 32

Agile Neuroscience 131–34

client questions addressed by this approach 134

key takeaways 135

aided recall concept 26

Airbnb 42, 43, 171

Alter Agents 50, 126

Facing Fear study 152–54

Amazon 2, 72, 98, 138

Amazon Fresh stores 41–42

Amazon Prime 41

Apple 28, 39

iPhone 2, 5, 171

Armstrong, Paul B 137

Atwater, Peter 45–46, 58, 153, 154

automobiles, barriers to purchasing 105–06

B Corps 142, 143

Bain & Company 31–33, 35

Barraza, Jorge 122

Barriers to Purchase metric 93–108

key takeaways 108

barriers to purchasing 161–62

automobiles 105–06

Beavin-Yates, Laura 122–26, 132

Berard, John D 23, 82

Bernbach, Bill 27–28

bias in market research 22–23

older, higher-income, male market researchers 61

big data 79, 173

Black Lives Matter movement 141, 145

Blackberry 2

Blue Apron 170

Boomer generation 28, 140

attitude to brands 41

brand loyalty 58

purchase decision making 104–5

shopper values 146–47

Boyd, Brian 137

Brand Ambivalence 53, 54–56

brand and ad tracking research, limitations of 65

brand awareness, loss of relevance 40–41

brand identification 44–45

brand identity, rise of 27–29

brand loyalty

component of Shopper Promiscuity 53, 56

generational differences 58–59

influence of household income 59–60

brand loyalty metric 27–29

as an outdated metric 33–35

implications of the shopping revolution 37–39

Net Promoter Score (NPS) 31–33

Brand Narcissism 4, 8, 106

disconnect from the shopper’s experience 56

emergence of 33–35

focus of traditional market research 21–22

hidden danger of 21–35

key takeaways 35

loyalty as an outdated metric 33–35

nature of market research questions 22–23

purchase funnel 111–12

brand stories 4...

Table of contents

• Praise for Influencing Shopper Decisions
• Influencing Shopper Decisions
• Contents
• Foreword
• Acknowledgements
• List of Figures
• List of Tables
• 01 Redefining the Shopper Journey for the First Time
• The Internet Changed Everything
• Where We Started
• Getting Our First Shot
• Our Baby Named ZMOT
• 02 The Hidden Danger of Brand Narcissism
• Questioning the Questions
• Market Research Origins
• The Emergence of Consumer Choice
• The Rise of Brands and Brand Identity
• Measuring Persuasion, Involvement, and Salience
• Digital Media Changes the Shopper Journey
• Brand Loyalty Measured: Net Promoter Score
• The Emergence of Brand Narcissism
• 03 The Age of Shopper Promiscuity
• Driven by Innovation
• Driven by Unlimited Access
• Driven by the Need for Expression
• Driven by Reprioritization
• 04 The Shopper DIAL
• The Correct Research Audience?
• Defining Shopper Promiscuity
• The Facets of Shopper Promiscuity
• DIAL Demographics
• What the Shopper DIAL Tells Us
• 05 Source Usage
• Why Source Usage Matters
• What Source Usage Tells Us Today
• 06 Net Influence
• The Birth of Net Influence
• The Tyranny of ROI
• How Net Influence Works
• Net Influence in Today’s Economy
• 07 Other New Metrics for Guiding Decision Making
• Source Content
• Timeline
• Barriers to Purchase
• 08 Redefining Brand Tracking
• Brand Tracking: Necessary, but Frustrating
• Narcissism and the Purchase Funnel
• Rejecting the Traditional Brand Tracker
• 09 Unlocking Hidden Shopper Insights Through Agile Neuroscience
• Neuroscience Back Then
• Agile Neuroscience and Completing Our View of the Shopper Journey
• 10 The Evolution of Shopper Values
• Shoppers Do Research to Understand the Stories Products Tell
• Shoppers Notice When the World Turns
• New Stories, New Expectations, New Norms
• The Impacts of Economic Power and Generational Attitudes
• 11 The Covid Inflection Point
• Covid’s Impact on Shoppers
• Time is a Luxury for Remote Workers
• More Time Means More Research
• Time Leads to Increased Defection
• Time Generates More Barriers
• Shoppers Who Spend More Time are More Likely to Share Their Experiences
• Covid Has Changed Shoppers’ Priorities
• 12 Strategies for Change
• What To Do About It
• Next Steps for Researchers
• Next Steps for Marketers
• Next Steps for Executives and CEOs
• Index