Il viaggio dello shopper nel punto di vendita

Translated title of the contribution: [Autom. eng. transl.] The shopper's journey to the point of sale

Renato Fiocca*, Matteo Testori

*Corresponding author

Research output: Contribution to journalArticlepeer-review

Abstract

In the marketing theory and practice it's well known how difficult is to understand and forecast customer behavior in the point of sales. The funnel to selling is overcome in explaining buying and shopper behavior by a more useful approach, like the consumer decision journey which represents the real behavior a customer has in buying process. Never-the-less a black hole remains unknown: what happens when the customer is in front of the shelf? Which forces drives a brand switching? Is brand loyalty under pressure due to the in store promotion activities? All these questions deserve a particular attention, due to the dangerous position even leader brands have in the last mile of the customer journey. This article based on the results of a number of empirical researches and experiments helps manager and researches in understanding the real behavior of the shoppers in front of the shelves
Translated title of the contribution[Autom. eng. transl.] The shopper's journey to the point of sale
Original languageItalian
Pages (from-to)337-362
Number of pages26
JournalMICRO & MACRO MARKETING
Volume2017
DOIs
Publication statusPublished - 2017

Keywords

  • distribuzione
  • shopper marketing

Fingerprint

Dive into the research topics of '[Autom. eng. transl.] The shopper's journey to the point of sale'. Together they form a unique fingerprint.

Cite this