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Strategy Briefing
Informed Consumers: Building Engagement throughout the Path to Purchase
Apr 2017
US$1,325Added to Cart
New Report Guarantee
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
About This Report
New Report Guarantee
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
Brands and retailers no longer control the information available about their products. Informed consumers walk into the store (online or physical) armed with information about what they want, what they should expect to pay, and what other customers have to say about a particular item. This shifting dynamic fundamentally changes the ways in which brands and retailers should be interacting with consumers.
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Overview
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Engagement: Build pre-purchase relationships
Informed consumers are beginning brand and retailer interactions far before they have a specific purchase in mind, often through social media. Brands should cultivate these relationships and build value in consumer interactions that are not connected to an immediate sale.
Opportunity: Use relationship to spur purchases
Once consumers are engaged with a brand or retailer, it is much easier to spur them to make a purchase, especially if the company can personalize suggestions and interactions based on information it has on each consumer.
Research: Help shoppers sift through information
Although they have access to nearly-endless amounts of information on product features and pricing, informed consumers do not want to sift through all available data before deciding what to buy. Successful companies help informed consumers get the right information at the right time and are viewed as a partner, rather than seller.
Selection: Offer the right amount of selection, with guidance
Extensive research and widespread availability of product comparisons makes informed consumers discerning shoppers. However, endless product variety can also lead to decision paralysis due to overwhelming choices and the fear of regret, even in relatively inexpensive purchases.
Purchase: Enable a seamless shopping experience
Informed consumers will ultimately buy from brands and retailers that make the shopping experience as enjoyable and convenient as possible. This means offering omnichannel options and ensuring marketing messages are consistent across channels and platforms.
Post-purchase: Build brand loyalists with continued engagement
Once an informed consumer buys from a particular brand or retailer, it should be much easier to get that consumer to make additional purchases in the future. This is where tailored recommendations and thoughtful non-sales interactions will be most effective.
Want to find out more about this report?
Request more informationTable of Contents
Introduction
Scope
Key findings
R elationship between consumers and companies is shifting
Impact of informed consumers on brands and retailers
Helping consumers stay informed through the path to purchase
Engagement
Reaching informed consumers before they begin to shop
Strengthening online engagement with informed consumers
Engagement: Always “Like A Girl” campaign
Opportunity
Reaching informed consumers as they begin path to purchase
Create opportunities through personalization, but avoid going too far
Where to focus efforts to appeal to informed consumers
Opportunity: Amazon one-click shopping and recommendations
Research
Reaching informed consumers who are researching a purchase
Strategies for keeping customers informed during research
Research: Travel aggregators combine research and purchase
Selection
Reaching informed consumers during their selection process
Making the selection step easier for overwhelmed shoppers
Selection: Curating choices for informed consumers
Purchase
Reaching informed consumers during their purchase
Convincing shoppers to spend more: In store and online
Purchase: IKEA immersive in-store shopping experience
Post-Purchase
Reaching informed consumers post-purchase
Focus on post-purchase interactions to ensure positive reviews
Post-purchase: JetBlue’s focus on customer satisfaction
Conclusion
Brand and retailer strategies for success with informed consumers
Helping consumers stay informed through the path to purchase
Methodology
Overview of Global Consumer Trends survey
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Want to find out more about this report?
Request more informationComplete Catalogue
Global Survey Reports
- Boomers as Consumers | Oct 2012
- Characterising the World’s College Students | Oct 2012
- Consumer Healthy Living | Dec 2011
- Consumer Shopper Types: Brazil | Jun 2016
- Consumer Shopper Types: China | Jul 2016
- Consumer Shopper Types: France | Jul 2016
- Consumer Shopper Types: Germany | Jun 2016
- Consumer Shopper Types: India | Jul 2016
- Consumer Shopper Types: Japan | Jun 2016
- Consumer Shopper Types: Russia | Jul 2016
- Consumer Shopper Types: United Kingdom | Jul 2016
- Consumer Shopper Types: United States | Jul 2016
- Consumer Shopping and Spending | Dec 2011
- Consumer Types: Introduction | Oct 2012
- Consumer Types: The Content Streamer | Oct 2012
- Consumer Types: The Savvy Maximiser | Oct 2012
- Consumer Types: The Secure Traditionalist | Oct 2012
- Consumer Types: The Undaunted Striver | Oct 2012
- Consumer Types: United Kingdom | Jan 2015
- Consumer Types: United States | Jan 2015
- Consumers in the Digital World: Hyperconnectivity and Technology Trends | Apr 2015
- Digital Consumers and the Technology Frontier (Overview) | Oct 2012
- Dining Out Around the World | Jul 2013
- Global Consumer Trends: Summary of 2013 Survey Results | Oct 2013
- Green – and Not So Green – Consumers | Dec 2012
- Mothers | Jul 2013
- Omnichannel Retailing Habits of the Hyperconnected Consumer | Sep 2015
- Out and About Automobile Results Executive Summary | Jun 2013
- Out and About Travel Results Executive Summary | Apr 2013
- Path to Purchase: Apparel and Footwear | Aug 2014
- Path to Purchase: Toys and Games | Dec 2013
- Personal Appearances: Global Consumer Survey Results on Apparel, Beauty and Grooming | Jul 2014
- The In-store vs Online Battle for Consumers’ Wallets | Feb 2013
- The Middle Class at Home: Executive Summary of Survey Results | Jul 2013
- The Power of Price | Jan 2013
- Vegetarianism and Other Meat-Restricted Diets | Oct 2012
- Young People on Food and Drink | Oct 2012
- Youth in Mexico | Oct 2012
Complete Catalogue
Global Survey Reports
- Boomers as Consumers | Oct 2012
- Characterising the World’s College Students | Oct 2012
- Consumer Healthy Living | Dec 2011
- Consumer Shopper Types: Brazil | Jun 2016
- Consumer Shopper Types: China | Jul 2016
- Consumer Shopper Types: France | Jul 2016
- Consumer Shopper Types: Germany | Jun 2016
- Consumer Shopper Types: India | Jul 2016
- Consumer Shopper Types: Japan | Jun 2016
- Consumer Shopper Types: Russia | Jul 2016
- Consumer Shopper Types: United Kingdom | Jul 2016
- Consumer Shopper Types: United States | Jul 2016
- Consumer Shopping and Spending | Dec 2011
- Consumer Types: Introduction | Oct 2012
- Consumer Types: The Content Streamer | Oct 2012
- Consumer Types: The Savvy Maximiser | Oct 2012
- Consumer Types: The Secure Traditionalist | Oct 2012
- Consumer Types: The Undaunted Striver | Oct 2012
- Consumer Types: United Kingdom | Jan 2015
- Consumer Types: United States | Jan 2015
- Consumers in the Digital World: Hyperconnectivity and Technology Trends | Apr 2015
- Digital Consumers and the Technology Frontier (Overview) | Oct 2012
- Dining Out Around the World | Jul 2013
- Global Consumer Trends: Summary of 2013 Survey Results | Oct 2013
- Green – and Not So Green – Consumers | Dec 2012
- Mothers | Jul 2013
- Omnichannel Retailing Habits of the Hyperconnected Consumer | Sep 2015
- Out and About Automobile Results Executive Summary | Jun 2013
- Out and About Travel Results Executive Summary | Apr 2013
- Path to Purchase: Apparel and Footwear | Aug 2014
- Path to Purchase: Toys and Games | Dec 2013
- Personal Appearances: Global Consumer Survey Results on Apparel, Beauty and Grooming | Jul 2014
- The In-store vs Online Battle for Consumers’ Wallets | Feb 2013
- The Middle Class at Home: Executive Summary of Survey Results | Jul 2013
- The Power of Price | Jan 2013
- Vegetarianism and Other Meat-Restricted Diets | Oct 2012
- Young People on Food and Drink | Oct 2012
- Youth in Mexico | Oct 2012