Consumer shopping habits have been put under the microscope in a new book written by shopper analyst and TNS global consulting director, Siemon Scamell-Katz.
The Art of Shopping: How we Shop and Why we Buy is the result of 20 years of research – from filming shoppers in-store to brain scanning – into how people around the world really shop.
The book also examines what really works for brands trying to persuade people to buy their products. It answers a number of questions that are often asked by both consumers and retailers:
- Why do we shop?
- Are we truly in charge of our shopping decisions? If not, who is?
- Are our choices predictable?
- What drives us to choose a particular brand?
- How will the shopping experience evolve in the future?
“Creating a successful brand in today’s global market place is a real challenge when 80% of new products fail within three years of launch. However, by building an understanding of shopper behaviour, it is possible to identify how consumers can be won over,“ said Scamell-Katz.
Commenting on the book, Sir Martin Sorrell, CEO at TNS parent WWP, said: “Most of us think we know how we shop and why we shop. So do manufacturers and retailers. This fascinating book, the fruit of 20 years’ close observation and in-depth research, reveals how little we really know. Intriguing for shoppers themselves and invaluable for all connected with the retail trade.”
Scamell-Katz has pioneered many methods of analysing consumer behaviour such as in-store video and mobile eye-tracking. He is currently global consulting director at TNS’s Retail and Shopper practice, working with clients to define growth strategies based on when and how to influence shoppers.
At TNS Scamell-Katz has remained at the lead of market research, using fMRI brain-scanning and virtual reality (VR) to discover as much as possible about shopper behaviour. In The Art of Shopping Scamell-Katz shares the insights he has developed from these projects citing several case studies and examples, including Debenhams, Dorothy Perkins, Next, McDonald’s, Nestlé, Coca-Cola, Lancôme and James Bond.