Page 62 - Images Retail January 2018

IN FOCUS
IN FOCUS

associated with the purchase
will also be integrated into
shoppers’ perception of value.
Furthermore, making things
quicker is not only about
speeding up the payment, but
curating goods and services in
one location.
In the fi nal stage – post-
purchase,the shopper’s
journey is not about giving
something to someone
in exchange for money
anymore. It is about selling
THE them a lifestyle, and lifestyles
do not stop when you walk
“SHOPPING out of the store. Th is stage is
important as connecting your
brand with the consumer’s
REINVENTED” lifestyle makes the brand
experience relevant.

MEGATREND PATH TO PURCHASE Experiential
Shopping Reinvented spans all phases of the shopper journey
Shopping
IN INDIA Pre-Purchase Gratification
Instant
Personalisation

– By Farhat Hanif, Global Market Shopping Purchase Blended Store Omnichannel Engagement
Analyst at Euromonitor International Reinvented Format
Value for
Today, the purpose of Money
shopping is a journey. It’s not Seamless
Checkout
just purchasing the product, Post-Purchase
Last Mile
but a relationship building Reimagined
process for the brand.
© Euromonitor International

hopping shifts have rewritten the Take a look at the pre- Nodes of Shopping
experience shopper journey holistically. purchase stage. It is all about Re-invented
over the years Previously, purchases framing a relationship with As we have established, each
has seen a revolved around the the shopper, to answer the stage of the shopper’s journey
paradigm transaction itself with a shopper’s questions about is important for a brand. Th e
S shift in the little bit of word-of-mouth products they are exploring pre-purchase stage is a place
way services are off ered research. However today, and show them how they to strengthen the brand.
and consumed. Th is shift the purpose of shopping can expect their purchase to While purchase stage enables
in consumer behaviour is a journey. It’s not just fi t more broadly within their more items in carts and post-
has a global impact across purchasing the product, but a values and lifestyle. purchase stage ignites the
industries which will shape relationship building process Meanwhile, in the next purchase. We will get into
the world through 2030, for the brand. purchase stage there has detail of how some signifi cant
termed as a “megatrend” by Firstly, the shopper journey been the reinvention of the “nodes” of these stages have
Euromonitor International’s can be broken down to: pre- transaction. Price will still evolved with some examples:
team of industry trend purchase stage, purchase and remain very important;
experts, “Shopping the post-purchase stage. Today, however, today’s consumer Experiential Shopping
Reinvented” refl ects how brand experience has been is not paying only for the Retailers engage in
economic and technological infused into all these stages. product. Th e convenience experiential shopping when

62 | IMAGES RETAIL | JANUARY 2018