Planning: Driving successful shopping occasions

According to a in-depth study made by
IBM Institute for Business Value,

1. "Customers have different value drivers for different shopping occasions or missions"
2. "Shopping missions can evolve"
3. "Mood plays a major role in the shopping experience"
4. "Customers want convenience"

Traditional, largely demographic classifications of retail customers are inadequate in a marketplace that has become increasingly complex, competitive and polarized.

Today’s well-informed consumers have far greater expectations of the shopping experience than previous generations – and if retailers are to fulfill those expectations, they need a much better understanding of their target customers than ever before.

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