Valassis and Kantar Launch Shopper Report

In the US, shopper targeting firm Valassis has partnered with Kantar to launch a new report called 'The Future of How People Shop', which promises an understanding of the behavior and attitudes of consumers and the catalysts driving their engagement.

Valassis integrates online and off-line data to target clients' most valuable shoppers wherever they 'plan, shop, buy and share'. In 2018, the firm won a patent for a process connecting its database of hundreds of millions of US addresses with marketing software, allowing geographic, demographic, behavioral and/or motivational shopping data to be integrated with brand and retailer information.

The new report is based on a survey of 1,000 US consumers (aged 18 years and older) and conversations with industry leaders. Using the findings, Valassis advises that instead of fixating on stages within the customer journey, advertisers and marketers should focus on the triggers that motivate people to move from one stage to the next.

J. Walker Smith, Kantar's Chief Knowledge Officer, comments: 'Today's shoppers have more tools than ever at their disposal to research brands and products. Whether through exposure to online reviews or targeted ads, consumers are constantly converting information into new decisions. While the acceleration of innovations, such as algorithms and artificial intelligence, are helping to remove a lot of the 'information sludge,' it's important for brands to prioritize informative and educational interactions that act as an integrated part of the information ecosystem'.

Web sites: www.valassis.com and www.kantar.com .