Oct 28

Written by: IRI Blog
10/28/2009 8:40 AM

Today, Wednesday, Oct. 28 at 11 a.m. PT / 1 p.m. CT, IRI’s Times & Trends Editor, Susan Viamari, will spend one hour detailing the findings of IRI’s recent report, “Zero Moment of Truth,” providing insight into how today’s new frugal consumer researches, buys and uses CPG products.

In CPG, the evolution of the consumer in response to the economy has been marked by obstacles and opportunities.  Behavioral changes observed over the past year have centered largely on cost cutting. Consumers are trading down, and sometimes trading out in order to save money.  Perhaps the most significant change, however, is that the nexus of the consumer decision-making process has shifted.  Today, more than three-quarters of consumers’ CPG decisions are made before even reaching the retail environment.

How can you prevent your brand or category from being de-selected before the consumer even reaches the store?

Consumer decision making is indeed complex, and this session will dissect the process from the recognition of a need all the way through post-purchase evaluation.  No doubt, CPG is a whole new ballgame today, centered on the consumer.  CPG marketers with an intimate understanding of how the consumer is wired combined with a deft ability to market to the new consumer, will win the game in the long run.

• SEE how consumers behave and make decisions as shoppers, buyers and end-users and how you can deliver against each of these roles.
• ACT by executing product, customer, and in-store marketing programs designed to affect the consumer decision-making process at the three stages along the route from home to store.
• WIN with strategies that maximize opportunity within the new, emerging retail environment.

Host:  Susan Viamari, Editor of Times & Trends, IRI
Date:  Wednesday, Oct. 28
Time: 11 a.m. to 12 p.m. PT; 1 to 2 p.m. CT; 2 to 3 p.m. ET

HOW TO ATTEND
Register on our Web site http://us.infores.com/NewsEvents/EventsWebinars/TimesTrendsZeroMomentofTruth/tabid/221/Default.aspx

No time to join us? Follow a live feed of facts throughout the Webinar on Twitter @infores or #IRIWebinar

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