The Domain of Shopping: A Motivational Segmentation for Adaptive Experience Design

As the act of shopping has become an anywhere, anytime endeavor, it would be smart to understand what actually converts shoppers into buyers. The Interactive Customer Experience Association asked researcher Mark Murray and his firm, Cottage 8 Market Planning, to help members understand what ultimately gets today’s omnichannel shopper to say, “Wrap it up. I’ll take it.”

Getting in front of today’s consumer requires getting to the core motivations of an individual’s needs and self-image. This report defines the six motivational segments that will reveal why your brand or product is missing out on significant shares of the market, as well as your potential path for growth.

Provided by ICX Association with Cottage 8