5-Step Process to Understanding the DNA of the New Consumer

A successful marketing campaign can be built on an understanding of where, when and why consumers shop. We’ve seen a notable shift in the channel of purchase over the past three years. In 2006, 35 percent of purchases took place via phone, fax or mail vs. 28 percent in 2009. Online transactions have grown from 36 percent in 2006 to 43 percent in 2009. While the internet continues to grow as the preferred channel of purchase, marketers should test a combination of offline and online activity.