Retail Communities

SEE YOUR BUSINESS THE WAY YOUR CUSTOMERS DO

by Don E. Schultz, Ph.D., Martin P. Block, Ph.D., & BIGresearch

Today’s interactive digital technologies have transformed the traditional marketplace into new “communities” of customers—communities that demand radically different views, approaches, and methodologies. Retail Communities presents an innovative new window into how the critical triangle of manufacturers, retailers, and consumers interact in this new digital marketplace. Customers think of a retailer as one entity, whether they see its promotions in a brochure, print ad, online, or in the store. Marketers, on the other hand, see each promotion separately. Retail Communities bridges that gap and helps marketers bring the different components together so that the customer has a seamless experience, no matter what “community” she belongs to.

In Retail Communities, BIGresearch® combines its SIMM®, CIA,™ and Shopper MindSet™ consumer data sources — over eight years of consumer data, including more than 200,000 individual responses — to create powerful new consumer behavior segments at the retail and manufacturer levels.

This “retail community” approach provides key information to marketers at every level to understand, plan, and allocate promotional funds in the customer community arena, the “retail theater” where retailers themselves become another medium in the product-marketing program.

(156 pages, paperback, ISBN 978-0-9819415-4-7)

BIGresearch® is a registered trademark of Prosper Business Development Corp.