Seminar Highlight

405 A New Path to Purchase: Influencing the Digitally Enabled Shopper, Before the Store

New data reveals that in a world where the line between digital and shopper marketing is becoming blurred, 76% of purchase decisions are made by shoppers before they even leave home. The path to purchase model has changed and starts much earlier – influenced by new drivers that create a non-linear decision journey to pre-empt purchase decisions made by the digitally enabled shopper.

The session will focus on three key areas: The influence of social and digital technologies before the consumer enters the retail environment; mobile technologies and their ability to influence shoppers; the digital retail environment in-store.

Attendees will learn:

• How retail marketing has changed and how to avoid being left behind
• An understanding of the importance of social interaction via a range of digital environments
• How to develop strategies that predispose consumers to choose their brand before they enter the retail environment – based on learnings from a major case study