Jeff Maloy, Senior Vice President, Copernicus Marketing Consulting & Research
Retailers and manufacturers are aligned in their quest for improved foot traffic and increased market baskets. To this end, it pays for marketers to dive deeper into the reasons shoppers have for visiting a (physical or online) store.
This "trip mission" greatly influences the choice of channel, and the types of marketing and promotional tactics that are effective in driving sales. By fully understanding the different types of shopping occasions, marketers can deliver retailer- and channel-specific planning guidance to improve sales.
In this webcast, Jeff Maloy will describe an approach marketers can use to classify consumer buying occasions and develop a richly-descriptive typology for the channels and “media” they use.