Influencing Shopper Decisions
Unleash the Power of your Brand to Win Customers
By Rebecca Brooks and Devora Rogers
About Influencing Shopper Decisions
Should I advertise on TV? Is print media dead? How about influencer marketing? Should I promote my product through Facebook and Instagram ads? What about TikTok? What role do in-store retail ads have? How can my brand get shoppers to say "yes" in an increasingly complex, fragmented and fast-changing world?
Rapid innovation, category disruptors, rising shopper expectations, and new access to goods and services are fueling the rise of Shopper Promiscuity, where consumers constantly reevaluate their options and brand loyalty declines. Our increasingly interconnected world has made shoppers incredibly adept at wading through oceans of information during the purchase journey. In Influencing Shopper Decisions, Rebecca Brooks and Devora Rogers are market researchers who reveal how brands can help shoppers say "yes" by better understanding consumer decision-making.
It starts by combating Brand Narcissism, they argue, and bringing shopper centricity into the foundations of consumer research where the buyer, not the seller, is the story's main character. To stay ahead, marketers and retailers need to focus on what the brand can do for the customer, not what the customer can do for the brand.
By tracking the evolution of the shopper mindset from the First Moment of Truth and Google's ZMOT to today, Rebecca Brooks and Devora Rogers outline a new paradigm for shopper behavior that focuses on shoppers' needs, priorities, and personal context. Whether you're a CPG brand marketer or digital media company, international retailer or small business owner, Influencing Shopper Decisions provides an unparalleled understanding of the shopper mindset and the keys to unlocking it's secrets and winning customers. After explaining the forces that drive consumer decision making, Rebecca Brooks and Devora Rogers outline key insights and strategies that marketers can use to maintain relevancy and grow engagement with consumers.
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Reviews Influencing Shopper Decisions
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 Disruption Mindset and founder of Altimeter
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!
Best Selling Author of The Carrot Principle, Leading With Gratitude and Anxiety at Work
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.
President, Womenkind | A Women-Owned Agency
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.
Author, CMO whisperer, 100 Coaches member, and livestream host
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 Thinkers 50 Hall of Fame, the only two-time Thinkers 50 #1 Leadership Thinker in the World.
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’ll Be Back: How to Get Customers to Come Back again and Again
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