Chasing the SoLoMo Consumer
Savvy consumers are increasingly identifying and using multiple information channels to enhance their shopping experience. The SoLoMo consumer (social, location, mobile) is using a broad network of contacts when selecting stores and products.
According to Steve Kazanjian, vice president of Global Creative for MeadWestvaco, consumer packaged good sales are expected to grow at a 25 percent compound annual rate from 2012 to 2015. But not all of this will be taking place in brick and mortar stores. In fact, research and consulting firm Forrester predicts that some 192 million U.S. consumers will do at least some of their shopping online in 2016, up 15 percent from 2012. Think for a moment: when was the last time you made a significant purchase in a store or online that didn’t also involve some level of online research?
