My team manages the in-store digital program at WFM and we are consistently seeing budgets shifting to in-store – especially for a new programs that incorporate digital signage. Our contention is that “the store as a medium” rationale should be consider that measurability is not only from sales, but from audience viewership and analytics so brands can fully comprehend metrics from the in-store environment similar to any other medium where media is bought. We have invested in this concept and believe this it is a key part to our success – and perhaps will even be the main driver for future business.

My point is essentially the same as that of Denise above. While I understand the need to be semantically precise as to the difference between consumers and shoppers, I think in practical terms, most practitioners find the distinction somewhat blurred.

I am not sure of the practical value of the distinction – however this is a minor point. In my experience most practitioners recognize the need for different tactics depending on where the shopper is on their path to purchase.

I agree with the rest of your points, and I would add that most research companies have neglected understanding actual shopper behaviour in store, as opposed to self-reported behaviour.

Regards,
Stephen

it prompted some questions for me — is there a clear point at which a person becomes a shopper? is it when they’re in a store? or when they’ve decided to buy something? or ??

it would seem browsers and shoppers may exhibit the same behavior — wandering the aisles or the store floor, looking at products/packaging — but certainly we’d want to market to them differently, right?

would love to hear your thoughts — thanks!