Most consumers go through a buying process in making their purchases. Starting with problem recognition, the consumer passes through the stages of information search, evaluation of alternatives, purchase decision, and finally post purchase behavior.
Today is the world of “connected consumers”- thanks to multiple channels and devices that have made each aspects of life easier. This development has however also intensified challenges for brands, as now they need to implement more integrated and focused approach to track shoppers behavior on different channels.
If we focus on the retailing of high involvement goods, interaction with in-store sales staff is arguably the most pivotal element of the shopper journey. It is also important to realize that not all shoppers visit the stores with same objectives. As soon as we understand this, it becomes clear that a standard approach will not suit interaction with different types of shoppers.
Understanding shopper behaviour at the retail store is the key to succeeding in retail. While shopper behaviour is uni-dimensional and straight forward in the cases of high value goods such as automobiles or electronics, it is not the same in case of low value goods such as FMCG. A visit to the store is mostly exclusive in case of high value goods and understanding the motivations of the shopper on an exclusive purchase visit is not very complex. But understanding the motivations of shoppers in consolidated shopping trips such as those for FMCG is quite complicated. This is because the shopping basket is a collection of many products and each customer has a more or less unique shopping basket.