The recent and ongoing COVID-19 pandemic has added a level of complexity. There has been a surge in digital shopping in many geographies for example – convenient and safe. At the same time the yearning for social contact has never been stronger; bricks and mortar outlets still have an important role to play.

This interplay between evolving e-commerce options – an amazingly efficient but potentially slightly scary world – and the emotional reassurance of face-to-face shopping has been around a while.

We explored this and other key shopper topics in an exploratory qual-quant shopper study, conducted in 2017.

There were four key areas of interest: the role of human interaction in world of highly efficient online shopping; how online is catching up with offline as a source of shopper inspiration; the trade-offs consumers are willing to make when sharing their data; and how the fascination with all things local can be combined with online options for a potent new mix.

The study may be a few years old, but the results are still surprisingly relevant to today’s challenges on understanding the consumer decision journey.

Interested in finding out more?
Please get in touch for the full report.