Mapping the opportunity spaces along the pathways to purchase

Shopping has become increasingly complex. There can be no denying that fundamental shifts are taking place across the shopping landscape. While today's consumers are faced with more product and brand choices, channel options and economic pressures than ever before, today's shoppers are also much savvier than anytime in modern shopping history. Consequently, the need to understand the true picture underlying the how—and WHY—of shopping has never been greater.

Hartman Group's Shopping Topography syndicated study looks at the wider contexts of how and why consumers shop taking a holistic approach to understanding pre-, during and post-shopping behaviors, expectations and experiences.

• Pre/during/post shop. Understanding the factors that lead to purchase and return trips (for example: occasions influencing channel choice, interactions with marketing messaging, product assortment, messaging, storage, usage, etc.)
• Channels. Grocery, Mass, Drug, Club and Dollar Stores
• Categories. Foods & Beverages, Personal Care and OTC
• Value. Impact of the economy on shopping and purchase behavior yet shoppers privilege quality and experience over price (per quantity)

The final report deliverable will include the following key elements. These elements will be translated into actionable recommendations to reach shoppers along the path to purchase. The study will look at the distinctions between on-the-go, in-the-moment behaviors, and at-home and at-work social media and technology behaviors. Other topic areas will include:

• Channel selection and preference. Understand how shoppers make channel selections and garner preferences and how what you can do to influence the process.
• In-store influencers. Learn what works and what doesn't in-store to push shoppers to take action so you get the most out of your efforts.
• In-home experience. Uncover how your product is used once in the home and the optimal ways to continue the conversation with the shopper out of the store.