Institute of In-Store Marketing Summit : Sneak Preview

Dave Knox writes a blog that often covers shopper marketing and retail media topics.

Other than once repeating that hoary chestnut that 70% of purchase decisions are made at the moment of purchase (an unforgivable lapse!), Dave has some interesting points to make. In a recent blog about the convergence of shopper marketing and digital he writes that “we need to understand that consumers can now become shoppers at any moment. They no longer have to step into a store to shop. It can happen online, on their cell phone or even on Xbox Live.”



The schematic representation of this is taken from a presentation that Graham Thomas from dunnhumby will be giving at the Institute of In-Store Marketing Summit that will take place April 16-18, 2008 at McDonald's Hamburger University in Oak Brook, IL

Whilst not the theme of his presentation, he will touch on the notion that the shopper of the future will expect to be able to buy what they want, when they want and how they want – the latter being this idea of being able to shop in-store, on-line, through the phone or whatever and any combination. Smart retailers are already there – in principle if not practice.

For retail media this throws up interesting challenges. For example, it might question the future of Microsoft’s intelligent shopping trolley that was announced earlier this year. Why have some cumbersome screen stuck on a trolley when all its features (and more) can be delivered in-store through a mobile phone?

If consumers use the store less and less, how are they activated at the 1st Moment of Truth? And where is the First Moment of Truth?