Influencing Shopper Decisions

Unleash the Power of Your Brand to Win Customers
1. Auflage 2022
ISBN: 978-1-3986-0363-9
Verlag: Kogan Page

Buch, Englisch, 208 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 629 g

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.

Autoren/Hrsg.

Brooks, Rebecca

Rogers, Devora

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Einzel- und Großhandel

Inhaltsverzeichnis

• • Chapter - 00: Foreword by Lisa Bodell;
  • Chapter - 00: Acknowledgments
  • Chapter - 00: List of figures;
  • Chapter - 00: List of tables;
  • Chapter - 01: Redefining the shopper journey for the first time;
  • Chapter - 02: The hidden danger of brand narcissism;
  • Chapter - 03: The age of shopper promiscuity;
  • Chapter - 04: The shopper DIAL;
  • Chapter - 05: Source usage: A new metric for changing shopper behavior;
  • Chapter - 06: Net influence: Revealing the true ROI;
  • Chapter - 07: Other new metrics for guiding decision making;
  • Chapter - 08: Redefining brand tracking;
  • Chapter - 09: Unlocking hidden shopper insights through agile neuroscience;
  • Chapter - 10: The evolution of shopper values;
  • Chapter - 11: The Covid inflection point;
  • Chapter - 12: Strategies for change;
  • Chapter - 13: Index

Über Autor(innen)

Rogers, Devora
Devora Rogers is Chief Strategy Officer at Alter Agents where she is responsible for helping her clients uncover what drives decision-making for shoppers and consumers and designing thoughtful insights studies to solve some of the toughest brand challenges. She brings 15 years of digital media, shopper marketing, and analytics experience to her work. Prior to joining Alter Agents, she co-developed the methodology deployed for Google's groundbreaking ZMOT research, has launched global offices, and worked with dozens of global brands including Snapchat, Activision, Nespresso, Bose, Schwab, and Fortune Brands, among others. She is the co-author of the retail and shopper insights book "Fire in the Zoo" and a regular public speaker at industry events. Her TedX talk on the Future of Shopping and Retail has been viewed over 300,000 times.

Brooks, Rebecca
Rebecca Brooks is Founder and CEO of Alter Agents, a Los-Angeles based firm specializing in marketing analysis and brand management. She is fascinated by the way the digital world is transforming the way we approach marketing, branding, and research. She and her team have consistently uncovered intelligent insights for clients such as Buzzfeed, eBay, Google, Snapchat, Facebook, Hyundai, Yahoo, Viking River Cruises, and many more. She shares her knowledge and original research on shopper behavior, the promiscuous shopper, and brand alignment by speaking at national conferences and authoring feature articles for global publications. She is a member of the Forbes Agency Council, an invitation-only community for executives in successful public relations, media strategy, creative, and advertising agencies. She also writes regularly for Forbes.com, AdAge, Insights Association, Chief Marketer, and the American Marketing Association.

Rebecca Brooks is Founder and CEO of Alter Agents, a marketing analysis and brand management firm and is based in in Pasadena, California. She speaks regularly at Insights and ESOMAR conferences, and writes for Forbes.com, AdAge, Insights Association, Chief Marketer and the American Marketing Association. Devora Rogers is Chief Strategy Officer at Alter Agents and is based in Los Angeles, California. She works with dozens of global brands including Snapchat, Activision, Nespresso, Bose, Schwab and Fortune Brands, and is a regular public speaker at industry events. She gave a TedX talk on the Future of Shopping and Retail.