Want to understand shopper decisions? Context is the key

Did you know that shoppers, on average, consult approximately 18 sources of information before making a purchase? This number varies by product category, but this reality is indicative of the type of environment in which shoppers now operate. Consumers are highly knowledgeable about their choices and have come to expect ongoing innovation in the marketplace. They have nearly unlimited, in-the-moment access to extensive information about the products and services they seek (and the companies that offer them). Barriers to trial are often mitigated with the low-risk availability of seemingly unlimited options. All of these factors have come together to create a perfect storm: something we call the “promiscuous shopper.”