Reaching the Shopper
Daymon, a supplier of global retail strategies and services for companies
and their private brands, has released From Shopper to Advocate: The Power
of Participation, a global study that identifies the new shopper landscape
and its impact on the future of retail.
For its survey, Daymon surveyed 8,500 shoppers in the United States,
Canada, United Kingdom, Brazil, China, Germany, Japan and South Africa on
their habits related to everyday consumable products, including food, beverages,
personal care, household goods and medication.
The results revealed several key insights that Daymon officials believe will
shape the future of retail, including:
• It is not just generational – shoppers can no longer be thought of as
• Co-creation is the future of retail innovation. Shoppers increasingly desire
to provide direct input to improve products and services;
• Fresh is the new gateway to shopper loyalty, but it goes beyond a single
• A new dimension of private brand is emerging. Shoppers are giving private
brands permission and expecting them to differentiate;
• Conversational engagement must extend outside the store; • Seamless integration with mobile is a must.
The insights revealed in the study, per Daymon officials, require a different
way of thinking to ensure engagement among the “shopper turned advocate.”
“With legacy categories declining, digital strategies emerging and shoppers’
demand for engagement and customization increasing, retailers and brands
must better understand the emerging needs and behaviors of shoppers on a
global scale and dramatically rethink their go-to-market strategies,” says Dave
Harvey, VP of thought leadership at Stamford, Conn.-based Daymon. “As shop-
ping becomes more on-demand and increasingly personalized each day, we find
The study can be downloaded at http://daymon.com.