How do basic shopper and category strategies translate to the eCommerce environment?
Consider the 4Ps of marketing and their relevancy in the online world.
Decision Insight is highly vested in understanding the changing shopper, the impact of digital on retail – and providing guidance to optimize for future opportunities. Strategic initiatives that have been effective in brick and mortar can be effective online, but they must be reimagined to work in a new, digital retail environment.
Thoroughly understanding the significance of Place, both Brick & Mortar and Online, and how the shopper interacts with them provides significant advantages – and can lead to more successful digital strategies. As eCommerce evolves, so should research around Place and today’s shopper.
In the traditional retail store, the focus is on shelf space and facings. With no physical limitations (or advantages) in the online channel, marketing focus shifts to arrangement, assortment, and taxonomy. How do you maximize your presence in an endlessly-scrolling-product-grid? There are many questions: What are the new merchandising levers to drive cross-selling, occasion/solution offers, featured items, and impulse purchases? DI has tested exciting new online strategies to build customers’ baskets and influence impulse purchasing, to understand what wins before going to market.