Never Knowingly Paying More: The Considered Consumer

If you’ve been following our blog recently you may be aware that we have been really interested recently in The Considered Consumer. This has been a really exciting piece of work in collaboration with TMW to understand the shopping behaviour of young shoppers (18-26 year olds) and the future impact of this behaviour for the brands that we work for.

The period of time between 18 and 26 is critical in shaping young people’s opinions and habits, and this applies equally to their shopping habits as well as other things in their lives.

It is clear that Generation Y are developing shopper habits unique to their generation with the vast amount of technology available to help them in their shopping missions. But how should brands we reacting to the shopper behaviour of the 18-26 year old?

Our work has appeared in Marketing Week this week, with the headline, Never Knowingly Paying More. The younger shopper is a very considered consumer, where the point of influence for purchases has shifted to decisions made PRE STORE.

It is all about initial research and detailed comparisons that are made before the shopper even visits a store. We have also seen that younger shoppers are actually taking longer to make a purchase decision than any other generation, and are using more channels.

In conjunction with TMW we have identified several key actions that brands should be taking to ensure they engage with THE CONSIDERED CONSUMER.

If you would like to know more about our work and thoughts in this area, please feel free to get in touch as we would love to talk to you.

You can read more about our work in this week’s Marketing Week (or you can view it online here http://www.marketingweek.co.uk/trends/never-knowlingly-paying-more/4005595.article

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Amy Nichols
01962 842211
Article date - 14/02/2013
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