The Post Crisis Shopper: Impulsive Or Planner?

In recent years significant changes in shopper behaviour have taken place: consumers rely on a variety of information sources to prepare for shopping for the best offering at the best price (Shankar et al, 2011). Among the drivers of these changes technology and the economy have a prominent place. Along these lines, one could argue that in the new context more planning and preparation for shopping is carried out before the customer enter the store (Shankar and Yadav, 2011). What is the role left for in-store marketing in influencing shoppers? Do consumers’ new planning attitudes limit the impact of in-store shopper marketing?