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Daymon is out with a new study, entitled "From Shopper to Advocate: The Power of Participation," in which it argues that an increasingly less homogenous consumer population wants "to provide direct input to improve products and services," in order to help retailers craft a more relevant experience for them.

Among the conclusions reached by the study:

• It's not just generational — shoppers can no longer be thought of as homogenous groups.

• Co-creation is the future of retail innovation. Shoppers increasingly desire to provide direct input to improve products and services.

• Fresh is the gateway to shopper loyalty, but it goes beyond a single department.

• Conversational engagement must extend outside the store.

• Seamless integration with mobile is a must.

Daymon says that these insights point to a requirement that retailers adopt "a different way of thinking to ensure engagement among the Shopper turned Advocate. Retailers and brands must move beyond simple transactions and completely reimagine the shopping experience."

The study was done on a global scale - Daymon says it "surveyed 8,500 shoppers across eight countries, including Brazil, Canada, China, Germany, Japan, South Africa, the United States and the United Kingdom, related to everyday consumable products — food, beverages, personal care, household goods and medication."
KC's View:
I'm not sure there are any real surprises here, but it never hurts to be reminded that the consumer is in charge, that his/her needs and desires can and should be targeted individually, and that a compelling narrative can turn them into advocates and not just shoppers.