Price Said to Matter Less Than Context Even to the Most Deal-Hungry Shoppers

A new report [download page] from Experian Marketing Services segments shoppers into 6 deal-seeking segments, ranging from “deal-seeker influentials” to “deal rejectors.” The researchers argue that marketers must understand these different groups of consumers in order to better target and engage them – and while that’s no doubt the case, there’s a shared trait among all of these segments that stands out: price carries less weight as a shopping factor than the store environment, the brands it carries, and the convenience it affords. (more…)