The evolution

Touchpoint influence

Attitudinal Equity (brand desire)

Seasonal display

Price reductions / coupons

Online (Self-Initiated)

Special display

Recommendation

TV Ad

Free volume or multi-pack deals

Other display

Print

Online (Imposed)

POS on shelf

Other promotion

Coupon/free product sample

Pre-store touchpoints

In-store touchpoints

What people know and believe about 

brands has a greater influence on 

purchase than any other individual 

touchpoint encountered on a specific 

purchase occasion.

4

IPSOS VIEWS | THE EVOLUTION OF SHOPPER BEHAVIOUR

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 THE DIGITAL REVOLUTION IS REINVENTING  

 SHOPPER BEHAVIOUR 

Our smartphones and tablets provide us with a wealth 

of information about different products at our fingertips, 

including reviews, comparative pricing and product features. 

We also have the power to influence others through what we 

post in social media and through ratings and reviews. 

Access to this digital environment helps us to make more 

informed and rational decisions about the product choices 

that we make. We are also influenced by increasingly 

sophisticated and more targeted digital advertising.

But digital goes beyond what we read on a screen: the rise of 

AI-powered digital assistants and voice activated systems  

like Amazon Echo show a trend towards consumers relying  

on these tools to help them make the right decisions.  

This does raise ethical considerations relating to whether  

our decisions are at risk of being led by AI and the algorithms 

that drive them.

Technology is certainly making things more seamless, but 

it also raises expectations of convenience. Companies 

like Amazon have fundamentally reset our expectations of 

convenience and how we shop for products.