Abstract:

With the rapid adoption of smartphones and tablets, shopping has fundamentally changed in a very short period of time. Technology has enabled an always-on shopping environment where shoppers are engaged every day, even if they don’t intend on making purchases; this has created a new paradigm in which consumers have more frequent interactions with brands. However, marketers focused on conversions may not be sending the right message. We will present new multi-country research that shows how brands can more effectively influence online shoppers by tapping into their motivations for habitual product browsing. We will reveal six motivations for online product browsing that can be used as the basis for developing ad creative and editorial content targeted to these shoppers.