Why Read This
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