The Shopper Economy: The New Way to Achieve Marketplace Success by Turning Behavior into Currency

CHAPTER 4Around the Wheel

SETTING STRATEGY

So far, we’ve seen that in many cases, shoppers are performing the labor of marketing. The exchange value of shopper currency is incentive enough to push the shopper around the purchase cycle (see Figure 4.1). Shoppers are using less out-of-pocket cash and more of their own labor. Especially in a recession, this seems like a good deal to many shoppers. And it’s a good deal for marketers, too. Commissioning the shoppers directly can mean effective, profitable programming.

Figure 4.1 Pushing the Purchase Cycle with Shopper Currency

Pushing the Purchase Cycle with Shopper Currency

Throughout the purchase ...