Odonna Mathews

BrainTrust Query: The Shopper's Trophy, Part 1 - Creating an Opportunistic Purchase

August 31, 2011

FROM RETAILWIRE:
Nearly every routine shopping trip has a "trophy," an item that is bragged about once the shopper returns home. It would seem that the shopper's trophy is a planned purchase. But this isn't true. What makes an item become perceived as an opportunistic purchase, particularly in a grocery store setting?      [more...]

An opportunistic purchase is one that satisfies and perhaps surprises a customer. It's possible to create these in store and online. My neighbor keeps talking about how much money she is saving on Living Social daily deals. Now that's a trophy according to a growing number of consumers.