Trends Report

The Role Of Digital In The Path To Purchase

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

August 27th, 2012
Cory Munchbach, null
Cory Munchbach
Tracy Stokes, null
Tracy Stokes
With contributors:
Luca Paderni , Alexandra Hayes

Summary

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.

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