Influencing Shopper Decisions: Unleash the Power of Your Brand to Win Customers

by Rebecca Brooks, Devora Rogers

Overview

Should I advertise on TV? Is print dead? Should I work with an influencer? Should I promote my product through Facebook and Instagram ads? What about TikTok? How do brands get shoppers to say "yes" in an increasingly complex, fragmented and fast-changing world?

Constant change, rapid innovation, category disruptors, rising shopper expectations and new access to goods and services have made consumers and shoppers incredibly adept at wading through oceans of research and information. Before making a purchase decision, your brand's target consumer is a shopper. With more choices than ever before, shoppers are becoming increasingly promiscuous, opening themselves up to new brands, products and shopping channels. In Influencing Shopper Decisions, the authors are market researchers who reveal how brands can help shoppers say "yes" by better understanding consumer decision-making.

By tracking the evolution of the shopper mindset from the First Moment of Truth to Google's infamous ZMOT, the authors outline a new paradigm for shopping behavior that focuses on shopper needs, priorities and context. Whether you're a CPG brand marketer, digital media company or small business owner, Influencing Shopper Decisions provides an unparalleled understanding of the shopper mindset and the keys to unlocking it. After explaining the forces that drive consumer decision-making, the authors outline key insights and strategies that marketers can use to maintain relevancy and grow engagement with consumers.

Product Details

ISBN-13:	9781398603622
Publisher:	Kogan Page, Ltd.
Publication date:	04/03/2022
Sold by:	Barnes & Noble
Format:	eBook
Pages:	208
File size:	2 MB

About the Author

Rebecca Brooks is Founder and CEO of Alter Agents, a marketing analysis and brand management firm and is based in in Pasadena, California. She speaks regularly at Insights and ESOMAR conferences, and writes for Forbes.com, AdAge, Insights Association, Chief Marketer and the American Marketing Association.

Devora Rogers is Chief Strategy Officer at Alter Agents and is based in Los Angeles, California. She works with dozens of global brands including Snapchat, Activision, Nespresso, Bose, Schwab and Fortune Brands, and is a regular public speaker at industry events. She gave a TedX talk on the Future of Shopping and Retail.

Rebecca Brooks is Founder and CEO of Alter Agents, a Los-Angeles based firm specializing in marketing analysis and brand management. She is fascinated by the way the digital world is transforming the way we approach marketing, branding, and research. She and her team have consistently uncovered intelligent insights for clients such as Buzzfeed, eBay, Google, Snapchat, Facebook, Hyundai, Yahoo, Viking River Cruises, and many more. She shares her knowledge and original research on shopper behavior, the promiscuous shopper, and brand alignment by speaking at national conferences and authoring feature articles for global publications. She is a member of the Forbes Agency Council, an invitation-only community for executives in successful public relations, media strategy, creative, and advertising agencies. She also writes regularly for Forbes.com, AdAge, Insights Association, Chief Marketer, and the American Marketing Association.
Devora Rogers is Chief Strategy Officer at Alter Agents where she is responsible for helping her clients uncover what drives decision-making for shoppers and consumers and designing thoughtful insights studies to solve some of the toughest brand challenges. She brings 15 years of digital media, shopper marketing, and analytics experience to her work. Prior to joining Alter Agents, she co-developed the methodology deployed for Google's groundbreaking ZMOT research, has launched global offices, and worked with dozens of global brands including Snapchat, Activision, Nespresso, Bose, Schwab, and Fortune Brands, among others. She is the co-author of the retail and shopper insights book "Fire in the Zoo" and a regular public speaker at industry events. Her TedX talk on the Future of Shopping and Retail has been viewed over 300,000 times.

Table of Contents

• • Chapter - 00: Foreword by Lisa Bodell;
  • Chapter - 00: Acknowledgments
  • Chapter - 00: List of figures;
  • Chapter - 00: List of tables;
  • Chapter - 01: Redefining the shopper journey for the first time;
  • Chapter - 02: The hidden danger of brand narcissism;
  • Chapter - 03: The age of shopper promiscuity;
  • Chapter - 04: The shopper DIAL;
  • Chapter - 05: Source usage: A new metric for changing shopper behavior;
  • Chapter - 06: Net influence: Revealing the true ROI;
  • Chapter - 07: Other new metrics for guiding decision making;
  • Chapter - 08: Redefining brand tracking;
  • Chapter - 09: Unlocking hidden shopper insights through agile neuroscience;
  • Chapter - 10: The evolution of shopper values;
  • Chapter - 11: The Covid inflection point;
  • Chapter - 12: Strategies for change;
  • Chapter - 13: Index

Editorial Reviews

"Researchers Rebecca Brooks and Devora Rogers bring an unparalleled understanding of the shopper mindset and the keys to unlocking it. No matter what kind of business professional you are, you must read this book to stay current with the market. Nobody explains the nature of the new shopper, and how to reach them, like these two experts do."

Bestselling Author of 'Faster Than Normal: Un Peter Shankman

"This book is for everyone who wants to understand the psyche of how people are making buying decisions in a rapidly changing world. Rebecca and Devora give you an MBA in a book. It will accelerate your understanding of what works today in influencing shopper decisions, and it will surprise you."

CNN Editorial Producer and Global Speaker Nadia Bilchik

"In Influencing Shopper Decisions, Brooks and Rogers blow the roof off traditional, narcissistic brand standards and research methods. Now is the time to think like a Mindful Marketer and DIAL into your buyer's true beliefs and values. Want to be a modern, mindful marketer? Follow their lead."

Lisa Nirell

"If you sell something (and who doesn't?), Rebecca and Devora have studied your category and can help you make sense of the current mindsets of shoppers. From strategies to tactics, these pages are chock-full of actionable ways to reach, serve and delight consumers in our ever-changing world."

Kristi Faulkner

"Building on the latest research in agile neuroscience, Influencing Shopper Decisions clearly explains how consumers make choices about what products and services to purchase and how you can use these insights to build a stronger brand and win more customers."

Professor and co-author of 'The Innovation Code Jeff DeGraff

"Today, consumers have more choices than ever before. If your company wants to keep up (and thrive) in a world transformed by the near-infinite number of online options, read this book."

Dorie Clark

"What the industrial revolution did for agriculture, online shopping has done for retail. And it happened so fast. Choices exploded and we could get lost in a sea of products and services. Thankfully, Influencing Shopper Decisions provides insight from two of the foremost experts in the field. The past, the present and the future are laid out beautifully. You will love this book."

Chester Elton

"Whether you're a CPG brand marketer, digital media company or small business owner, this book will help you understand the new shopper. I appreciated that it was easy to understand and provided actions businesses could take. Rebecca and Devora coach you through keeping your brand relevant."

new member of the Thinkers50 Hall of Fame and the Marshall Goldsmith

"In Influencing Shopper Decisions, Rebecca and Devora have managed to produce a book that is compelling, evidence-based and tells a great story. It's packed with examples, first-hand experiences and fresh thinking about how the internet has so radically changed our shopping attitudes and behaviour ... and all our mindsets, both as consumers and branding professionals. Their narrative includes a large dose of the real world, and why it is so important to recognise the limitations that blinkered 'brand narcissism' causes for brand owners. Real people don't care about your marketing plans. They only care about how you can help their lives. This book makes a great contribution to the sum of brand knowledge."

Rita Clifton CBE

"First and foremost, you must know what your customers want and expect. This is the guide to understanding how your customers think, how they buy and what influences them. Read this before your competition does."

Customer Experience Expert and Author of 'I’ Shep Hyken

"Online shopping has stripped away loyalty and brand fidelity. Influencing Shopper Decisions provides the most updated shopper journey insights today. It exposes all of us for the kind of shoppers we've become and how we've screwed with corporate marketing mentalities."

New York Times Bestselling Author of 'The Disrupt Charlene Li

"If you are serious about customer experience, then read this book to get inside your customer's head and understand how they truly think about making a purchase. When you understand 'how' a customer buys, you can develop a better CX strategy to elevate your business and brand."

CX Consultant and author of 'Culture Hacker' Shane Green

"If you are serious about customer experience, then read this book to get inside your customer's head and understand how they truly think about making a purchase. When you understand 'how' a customer buys, you can develop a better CX strategy to elevate your business and brand."

CX Consultant and author of Culture Hacker Shane Green

"First and foremost, you must know what your customers want and expect. This is the guide to understanding how your customers think, how they buy, and what influences them. Read this before your competition does."

customer experience expert and author of I’l Shep Hyken

"Building on the latest research in agile neuroscience, Influencing Shopper Decisions clearly explains how consumers make choices about what products and services to purchase and how you can use these insights to build a stronger brand and win more customers."

Professor and co-author of The Innovation Code and Jeff DeGraff

"Researchers Rebecca Brooks and Devora Rogers bring an unparalleled understanding of the shopper mindset and the keys to unlocking it. No matter what kind of business professional you are, you must read this book to stay current with the market. Nobody explains the nature of the new shopper, and how to reach them, like these two experts do."

bestselling author of Faster Than Normal: Unlo Peter Shankman

"This book is for everyone who wants to understand the psyche of how people are making buying decisions in a rapidly changing world. Rebecca and Devora give you an MBA in a book. It will accelerate your understanding of what works today in influencing shopper decisions, and it will surprise you."

CNN Editorial Producer and global speaker Nadia Bilchik

"Online shopping has stripped away loyalty and brand fidelity. Influencing Shopper Decisions provides the most updated shopper journey insights today. It exposes all of us for the kind of shoppers we've become and how we've screwed with corporate marketing mentalities."

New York Times bestselling author of The Disruptio Charlene Li