DSM 3.0: The Evolution of
Digital Shopper Marketing

Building on the valued shopper insights and behaviors that were gathered during its first two Digital Shopper Marketing™ (DSM) studies in 2009 and 2010, Catapult Action-Biased Marketing has now completed its third annual DSM study, which provides the most comprehensive assessment yet of the current state of Digital Shopper Marketing. As we’ve noted before, shopper understanding and usage of DSM tools has been an evolutionary process. An emphasis on experimentation by shoppers with newly emerging DSM tools in year one helped pave the way for greater familiarity and preference by shoppers for certain digital technologies in year two, driven by those tools which best fit their specific needs.

Which brings us to the 2011 installment. The 2011 DSM study seeks to better understand consumer perceptions and behaviors around more than 30 DSM tools. Awash in these technologies, today’s shoppers not only knows more about these capabilities but they are also generally accepting of how they can help modify certain shopping practices and behaviors. But for all of this progress over the last three years, there is still a long way to go before digital technologies can safely claim to capture the hearts and minds of shoppers. For instance, there are glaring gaps in tool usage and level of helpfulness for shoppers, as well as issues around privacy precipitated by the ongoing personalization of technology.

Similar to the approach that we followed in conjunction with our 2010 study, we plan to once again issue a series of white papers that address the various dimensions of DSM as captured in the survey data. The first paper will offer a detailed overview of the three-year arc of our studies, notable findings, some of the key factors at play and predictions for the future. Future white papers will take a deeper dive into specific noteworthy areas uncovered during the latest study.

We invite you to click on the box above to download the white papers, learn more about the continued evolution of DSM and explore possible opportunities for your brand or retail environment. Today’s path to purchase has many off and on ramps and we hope this series provides some assistance in helping to chart your desired course.