Continued developments in digital technology and advances in e-commerce mean that the way we shop for products and services is also evolving. Technology has created a digital retail landscape that is unrestricted by geography and the normal dynamics of bricks and mortar stores. Physical stores are also changing as they not only integrate technology in-store but better connect with the digital world to increasingly deliver a seamless omnichannel offering. As a result, we need to understand these changes and their implications when planning go-to-market strategies or optimising shopping marketing programmes.
In this white paper we will look at five changes we’re experiencing, look at why it’s happening and reflect on how Ipsos is adapting to the situation in five distinct sections:
- Increasing complexity of choice promotes shortcuts in decision making
Brands need to connect with shoppers in the moments that matter most, be that focusing on targeted digital marketing or ensuring optimal visibility in-store. Retailers need to think about assortment and how to make product selection as intuitive and fluid as possible.
- Pre-store preferences are a huge factor shaping purchases
This means brands need to maintain mental saliency to be top of mind or at least in the (conscious/sub-conscious) consideration set.
- The digital revolution is reinventing shopper behaviour
Digital touchpoints can strongly reinforce or disrupt brand preferences so having the right digital presence and right messaging is important to influence decision making at the right moments.
- New disruptive e-commerce models evolve everyday
Brands need to consider new routes to markets and be available in new channels that offer greater convenience and quicker fulfilment.
- Omnichannel brings together the physical and digital worlds
Retailers increasingly need to offer seamless solutions; “fluidity” is becoming a new “currency” that can differentiate retailers.
Black Friday 2018 i Sverige
Inför Black Friday 2018 har Tim Denison studerat dagens historia och tagit fram fem steg till en framgångsrik kampanj medan Ipsos Sverige har undersökt den svenska marknaden. Vad kan återförsäljarna lära sig av tidigare år och hur kommer svenskarna handla den 23:e november?
Black Friday: Shifting its Centre of Gravity
Ahead of Black Friday 2018, Tim Denison traces the history of a retail event that has evolved into a global phenomenon. But what is different now to previous years, what can retailers learn, and what shape can we expect Black Friday to take in the future?
[WEBINAR] Affluent Americans in the Drivers’ Seat
September 12 - Join Ipsos for a complimentary webinar we explore the evolving Automotive market. This webinar will feature insights uncovered by our Q3 2018 Affluent Intelligence study of the category, with implications for the future and opportunities for media and messaging.
[WEBINAR] Transforming the Retail Experience
Lyssna på vårt webinar den 13 Juni där våra kollegor från Ipsos US tillsammans med Gensler, en av världens främsta arkitektur och designföretag, presenterar några perspektiv om vägen framåt inom detaljhandeln på den amerikanska marknaden. (webinar på engelska)