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

CHAPTER 11Marketing Implications for the Near Term

TEN IMPLICATIONS FOR MARKETERS

So far, we’ve explored several aspects of value exchange in the shopper economy and interviewed experts in the field. This chapter suggests marketing implications for the near term. Some of the implications arise from key learning, while others result from changing market conditions.

1. Enabled by Technology, Shopper Behaviors Are Becoming a Form of Currency That Can Be Exchanged for Other Forms of Value

Marketing is morphing into a deliberate and intimate relationship between the brand and the shopper. Shoppers are remunerated for behaviors that add worth to the brand’s value chain. In exchange for advocating or participating in auto-promotions, shoppers are rewarded ...