Paul Weitzel | September 12, 2018

Online Shopper

Trading partners need to be fully cognizant of "brand effect" in their pursuit of effective omnichannel shopper activation. Understanding the importance of brand in context with other decision-influencing product attributes is key to forming effective engagement strategies.

Inmar, using proprietary pattern recognition algorithms, has determined the product attributes most and least important to shoppers based on their actual purchase behavior. Resulting revelations regarding the elevated position of brand in the hierarchy of consumers' purchase decision criteria raises serious considerations for marketers.

Read about those considerations and Inmar's "mapping" of online and in-store shopper behavior -- at Progressive Grocer.

Paul Weitzel

Paul Weitzel is VP, analytics solutions at Winston-Salem, N.C.-based Inmar. He leads the firm’s efforts in providing retail growth solutions for food manufacturers, distributors and retailers. His specific areas of expertise include optimizing the 4Ps, quantifying value creation opportunities, developing channel growth strategies, helping manufacturers achieve speed to shelf and developing ecommerce growth platforms.