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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

Authors

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

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.

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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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