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For CMO Professionals

The Role Of Digital In The Path To Purchase

New Digital Platforms Have To Wait Their Turn, As Traditional Stores Stay Critical

August 27, 2012

By Cory Munchbach, Tracy Stokes with Luca S. Paderni, Alexandra Hayes

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Why Read This Report

CMOs of business-to-consumer (B2C) companies have lately called on shopper marketers to address the growing complexity of the impact of digital on in-store purchasing. Forrester recently conducted a deep-dive study into consumer purchasing behavior and found that today's shopper is multichannel and value-focused. Read this report to understand how and where North American consumers do their research before purchasing and how to best design a shopper marketing strategy that takes advantage of the increasing popularity of digital channels for shopping research.
Tags: B2C eCommerce, Consumer Mobile Activities, eCommerce, Emerging Methods, Marketing & Strategy, Marketing Methods, Media Mix, Mobile Channel for Consumers, Multichannel Retail, Online Shopping, Retail, Social Media
US $ 499
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TABLE OF CONTENTS

  • Welcome To The Age Of The Multichannel And Value-Focused Shopper
  • Shoppers Embrace Mature Digital Channels, But Stores Stay Crucial
  • Technology Adoption Drives Shopping Research Behavior

  • RECOMMENDATIONS

    Combine Data And Technology To Improve Shopper Marketing
  • Supplemental Material
  • Related Research Documents
 
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