Understanding the shopper and the shopping process has become a major focus of research investment among CPG manufacturers. Navigating the shopper’s road to purchase has led to ground-breaking new insights that are reshaping the store, and redefining the go-to-market approach across all categories.
It is also changing the way we think about how the shopping process works. The prototypical path to purchase is evolving away from a simple linear model of “pre-store, in-store, in-aisle” to a multi-stage web of sourcing information, products, and channels; evaluating needs; selecting brands; and maximizing value post-purchase. The point where a purchase is made marks the beginning of the journey and not the end. It provides the chance to build relationships.