Here's my take on this:
- Brands, by placing themselves between the channels of influence and the point of retail (e.g. the store), can affect the buying decisions of the customer
- A lot of customers now use the Internet to inform their buying decisions (e.g.recommendation and comparison sites, social media, brand micro-sites, etc.)
- The digital influence doesn't just happen at home and in-front of a static PC these days. Users search sites at work, they have laptops when on the move, they use tablets in bed and over half of the UK population now has a smartphone.
For example, a particular segment (let's call them "shopper savvy mums") are more interested in ways to:
- Saving: Using vouchers to make the family budget stretch that little bit further
- Sharing: Commenting and gaining opion via Social Media
- Sampling: Trying new or improved products to optimise spend and overall family well-being