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The retail landscape looks different today from what it was five years ago and, sometimes, even how it looked yesterday. Shoppers are taking advantage of this new landscape and have become more selective in their choice of where to shop.
Shoppers are able to trade-off between higher end department and specialty stores, traditional mass merchandisers and low cost discount retailers. Shopping at a "physical" store can be quickly replaced by online shopping, especially given the growing number of tools available to access the Internet – consumers now have the luxury of shopping at home, at their place of business, in their cars or anywhere they can get an online connection. Along with the mix of store choices, other factors driving store choice include the economic environment and technological trends.
As an extension of our Shopper Insights offering, Impact draws on empirical knowledge to assess the current market structure: Who are the key competitive retailer players, who may be losing ground and who is making a stronger mark?
We work with retailers and their vendors to help them understand points of differentiation and the strategies needed to compete more effectively.