Nothing exerts so great an influence on shoppers’ choices as brand equity; the way a shopper feels about a brand and his or her existing relationship with it. And yet time and time again brands see their hard-won place in consumer hearts and minds failing to translate into strong sales performance. A big part of the reason is the challenge of integrating brand and shopper marketing. It’s a challenge that research has a big role to play in helping to overcome.
In this feature, we reveal how four new principles for shopper marketing research can help to bridge the brand-shopper divide, support more integrated marketing strategies, and translate brand equity into sales more effectively:
- Taking brand equity more seriously in shopper research
- Focusing on decision points, wherever they may occur, rather than maintaining a rigid view of the path to purchase
- Discriminating between the importance of different touchpoints
- Directing barriers research at the shoppers who have a relationship with your brand