Tracking changes along the consumer’s path to purchase
NEW YORK — With a week to go before the start of the Shopper Marketing Expo at Chicago’s Navy Pier, Oct. 8 to 10, DSN caught up with industry veteran Steve Frenda, managing director for the Path to Purchase Institute, to get a better sense of what executives can expect from this year’s conference.
"It's a great opportunity to get totally immersed into everything retail," Frenda told DSN. Attendees hail from every sector, Frenda explained, including retail, brand managers and elite service companies. "The patterns of how a shopper consumes information and [travels along] the whole path to purchase is really undergoing incredible change,” he said.