GfK's 'Future Buy' Uncovers 'XTreme Shoppers'

GfK Consumer has rolled out its first 'Future Buy' annual study of US shopping behaviors based on a mix of research methodologies, through which it has identified a new breed of consumer known as 'XTreme Shoppers'.

The study found that these consumers are prepared to seek out and make use of all emerging technologies to take control of their shopping and purchase experience.

XTreme Shoppers - who exist across all demographics - perceive shopping as a challenge and will go to great lengths to 'win', through a combination of both in-store and online channels.

GfK says retailers are now responding to these characteristics by developing overall buying strategies in which they elevate certain in-store elements - look, touch, feel, package information etc - by category.

Future Buy also identified nearly 30 shopper-initiated touchpoint categories across online, in-store, word-of-mouth, mobile, direct mail and TV, through which consumers can make their purchases.

'In today's new shopping landscape, consumers are empowered creators of their own shopping and purchase destinies,' according to Mike Kassab, SVP of Innovation and Director of the Future Buy study. 'By mixing and matching information and shopping resources to meet their specific needs, consumers are now continuously creating unique pathways to purchase'.

Additional highlights from the 2010 study include the role of emotion among the new breed of shoppers, the importance of co-creation in brand loyalty, and the new shopping value equation.

Web site: www.gfkamerica.com .