Sarah Gleason, Senior Vice President at GfK Custom Research, shared her thoughts on the future of shopping and its impact on marketers during a Thought Leadership Spotlight Presented by GfK at the 2013 Chief Marketing Officer Leadership Forum: Fall Event in Chicago on September 17. During her presentation, “Decoding the Future of Shopping,” Gleason acknowledged that the brand experience still remains an important part of consumer marketing, a trend that is likely to continue in the foreseeable future.
According to Gleason, shopping behavior has redefined the business world in many ways. Because new digital tools are becoming available to make shopping easier, Gleason said, more marketers are relying on state-of-the-art technologies to enhance the shopping experience: “I think we’re all familiar with the whole term of omnichannel. We used to talk about multi-channel, but that was really just what you were doing in any one channel. This omnichannel behavior among shoppers [and] consumers is becoming ever more present where they’re just moving seamlessly between a store, their tablet, their PC, whatever. We really need to become cognizant of that to really build the whole relationship and close the sale.”
Traditional ways of promoting products and services are rapidly changing, Gleason added. To succeed in today’s business world, Gleason said, an organization must provide a first-rate shopping experience. By doing so, Gleason noted that an organization can build shopper loyalty: “In this changing world, though, there has become a real struggle for shopper loyalty. We see pretty big erosion in terms of shopper perspectives as to whether they’re loyal to any one retailer or whether they’re loyal to any one brand because they can get so much information.”