Marketer and agency go on shopping spree

US-- Retail marketing agency Integer Group and MARC Research are conducting a shopper experience study to measure opinions and behaviours. Results from the year-long study will be published in a monthly newsletter called The Checkout.

The national omnibus survey asks consumers about their shopping attitudes, shopping behaviours, and opinions on the economic outlook. It will cover the criteria applied in choosing a retailer, which in-store stimulus is most likely to drive purchase and factors that might lead shoppers to leave an aisle empty-handed.

Tony Amador, senior vice president of MARC said: “It will be useful to follow these topics throughout the year and reveal trends among different demographics and categories during economic fluctuation.”

Craig Elston, senior vice president of insight and strategy at Integer, added: “The age of the unconscious consumer is gone and has led to the conscious shopper. Consumers are doing their research and buying more private brands. They are also sticking with their preferred brands rather than trying something new.”

Author: Marc Brenner