Marketers have long needed to understand the behavioral differences between consumers shopping in-store and online. But it took a pandemic to intensify the additional need to understand shoppers who do both at the same time — sort of.
As online grocery shopping skyrocketed last year, the path to purchase gained a few more wrinkles related to home delivery, curbside and in-store pickup. That sent marketers scrambling to understand these new aspects of the shopper journey — an issue particularly important for brands that historically have relied heavily on in-store engagement.
In this fast-paced, informative presentation, Theresa Lyons, SVP-Strategic Planning for The Mars Agency, will examine the 9 “Moments of Impact” in the BOPIS and curbside shopping journey that give marketers critical opportunities to drive engagement with these new omnichannel shoppers.