It has been a known for a long time that emotions are powerful drivers of shopping behavior. Good piece. Supermarket News writes: " ... Shopper Intelligence founder Christopher Brace says that because shoppers are swayed by emotion, "past purchases are poor indicators of the decisions they may make in the future." Shopper insight is not an end but a starting point for discovering true motivation for purchases, he says ...
" ... Whenever shoppers are faced with a choice, their emotions that trigger the behavior, he said. These emotions come from the shopper’s beliefs and attitudes about the world, not about a brand or category. ... “One of the major arguments for big data is that shoppers’ past and/or current behaviors will help establish trends that are indicative of their future behavior,” Brace told SN. “The problem is that a shopper’s past purchases are poor indicators of the decisions they may make in the future.” ... "
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