The modern shopping landscape is characterized by the emergence of the "promiscuous shopper" who exhibits unpredictable brand loyalty and seeks products that align with their unique needs and circumstances. A study conducted by Alter Agents highlights that nearly half of consumers embark on their shopper journey without a specific brand in mind, and their purchase decisions are influenced by various contextual factors. Consumers' anticipated behaviors often diverge from their actual behaviors, as external circumstances heavily shape their decision-making process. The study emphasizes the significance of situational context, information availability, and the openness to influence along the shopping journey. To gain a deeper understanding of consumer shopping behaviors, researchers and organizations should engage recent purchasers, capture situation-based attitudes, and identify specific influences that impact the transition from intention to action. By adopting a consumer-centric approach, organizations can gather valuable insights for informed decision-making in the ever-evolving retail landscape.
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