As modern life complicates the daily routine, consumers increasingly report the elevated importance of saving time. An enormous opportunity exists for companies to leverage the shopper journey as a method for addressing this consumer challenge. An empathy-infused approach strengthens engagement and differentiates beyond products.
The always-on, mobile nature of technology and the Great Recession have reshaped modern life. Consumers are looking for ways to make their lives easier and spend on endeavours that enhance their self-worth.
Consumers increasingly report the growing importance of time and experience versus possessions.
The increased importance of time (and its perceived scarcity in daily life) has supported a concomitant lift in the consumer desire to fund endeavours that preserve it.
Empathy underpins a successful shopper journey. It needs to be the key ingredient in either new or refurbished shopper journey designs.
Companies and brands should focus on the shopper journey as a way to meet the desire of consumers to gain control over modern life challenges.
The shopper journey will be a critical plank in consumers’ determination of the value of a company or brand. Consumers will continue to assign higher value to companies that seek to solve the problems associated with daily life.
In terms of the shopper journey, key contact points to target can be divided into two distinct categories: product discovery and transactional.
In today’s hyper-competitive market, innovation is necessary just to keep pace with mainstream entities. The shopper journey offers a high payback opportunity to differentiate and ramp-up consumer engagement.
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