In the search for typical shopping patterns, the "Shopper Journey Study 2022" has identified seven customer journeys that customers take on their way to Fast Moving Consumer Goods. In this way, the study shows retailers and manufacturers strategies for profiling and positioning. On behalf of the study's publishers GS1 Germany and Holistic Consulting, rheingold contributed its qualitative research input.
Understanding individual shopper journeys, knowing the individual needs when shopping, is elementary to thinking and acting in a customer-centric way. The touchpoints must be designed accordingly. The aim of the "Shopper Journey Study" is to identify these by accompanying customers during their shopping, which often begins long before they enter the store or visit a website. Relevant influencing factors and typical shopping patterns were identified.
For this purpose, qualitative in-depth psychological interviews were conducted, people were accompanied during their purchases and a total of seven shopper journeys were identified by means of a representative survey. The insights generated allow a differentiated understanding of shopping behavior in Germany, based on questions such as: What occasions and motives trigger the act of shopping? What preparations are made? What factors influence the mood along the shopper journeys? Which touchpoints are relevant and important before, during and after the shopping experience?
The study can be purchased from GS1 Germany for 6900 euros plus VAT.
Frank Quiring, a graduate psychologist, is a member of the management team at the Cologne-based market research institute rheingold. Frank Quiring's work focuses on packaging, food/beverages, and cultural psychology. Quiring is one of the authors of the rheingold youth studies, which regularly take a close look at the sensitivities, issues and trends of young people.
Phone: +49 221-466 828 0
E-mail: quiring@rheingold-online.de
