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Shopping behaviors are always changing. This
serves as a catalyst for sweeping modifications among retailers and manufacturers that are highly focused on their customers. We see this in how people plan their shopping trips, their increased purchasing of store brands, their willingness to trade-down and the way retailers are eliminating underperforming SKUs. Each of these is reflective in how the shopping and selling process are so closely intertwined.
The in-store environment has never been more important for understanding how to leverage brand selection, pricing, promotion & display support, merchandising, store layout, communication effectiveness and shopper decision dynamics.
Within it lie the keys to the customer's Path to Purchase. Simply defined as a dynamic series of influences and actions which ultimately lead to a purchase, Paths to Purchase are nuanced and varied, defying easy manipulation to actionable decisions.
Impact avoids generalities in the results we deliver by understanding the differences in Paths to Purchase and how to navigate each.