Evolving Shopping Behaviors in Trying Economic Times.

Acxiom’s latest Retail Consumer Dynamics (RCD) study, an industry-specific analysis of consumer shopping behavior and attitudes, delivers insights into how media influences shopping behavior within specific consumer segments and retail categories. The study shows retailers the importance of developing strategic, segment-based marketing programs while working with constrained marketing budgets.

Building off Acxiom’s inaugural RCD study released in October 2008, Acxiom identified nine consumer behavioral segments and placed these segments into three distinct groups based on consumers’ potential shopping behavior.

Potential Rebounders – those likely to loosen up on spending sooner;

Status Quo – those not likely to change their current behavior; and

Digging In – those tightening spending and retreating further. In the follow-up study, Acxiom explores how media influence varies by consumer segment and by retail category for each of these segments.

Key research findings include:

* As media options increase, the influence of specific types of media on different segments has become more fragmented.

* Overall, mass media and word of mouth continue to be the most influential media across all nine segments.

* Consumers are increasingly using the Internet to research products online before purchasing though this varies by category.

* Potential Rebounders appear more likely than other groups to use online research before purchasing items such as electronics, appliances, home décor and jewelry.

* It’s My Life segment demonstrates greater responsiveness to direct mail, email and new media.

* Each segment has a unique pattern of visiting websites by store-type designation.

To download study CLICK on link below:
http://www.acxiom.com/RCD_January_09>