Throughout their paths to purchase, consumers encounter numerous distractions and touchpoints, which creates challenges for independent retailers as they strive to win each customer’s business. To address this pressing challenge, Nationwide Marketing Group will continue to sharpen its focus on the Shopper Decision Journey at its upcoming PrimeTime event, taking place this February in Phoenix, Arizona.
“Long before they ever consider themselves to be in the market for a new appliance package or furniture set, consumers—whether they know it or not—are being influenced regarding how and where they’ll decide to buy something,” said Tom Hickman, Nationwide’s president and chief member advocate. “We want to equip independent retailers with the tools and resources they need to be successful from those early stages of the shopper journey, all the way through the purchase and beyond.”
At the PrimeTime show in Nashville in August, Nationwide kicked off the Shopper Decision Journey theme with a panel of key vendor partners sharing what they have done throughout the journey to drive customers to independent retailers’ stores. In Phoenix, the training and education around the path to purchase will have an even more pronounced focus.
With the theme, “Experience the Journey,” the winter PrimeTime event will launch a dedicated Shopper Decision Journey track in the Nationwide Learning Academy program, hold conversations with key leaders on the event’s Main Stage and deliver more detailed breakout sessions and networking roundtables. From awareness and initial consideration through to the purchase and long-term loyalty, attendees will discover what is required to be present for the customer at every stage along the way.
In addition to the deep dive into the Shopper Decision Journey, PrimeTime will feature the same education, buying and networking opportunities that Nationwide members have come to expect. That includes: the 90-minute PrimeTime Palooza shopping frenzy, a two-day expo featuring Show Specials and CashBack offers from vendor partners, targeted merchandising sessions including one with a specific focus on furniture and bedding, 100+ hours of education, meal packing give-back event with No Child Hungry, networking opportunities and much more.
“Our members have seen real success and growth over the years, especially when we leverage our size and scale to drive value,” said Rob White, Nationwide’s vice president of brand and strategy. “But our real strength comes about when our manufacturers, service providers and members band together as one to work toward a common goal. For Nationwide and our partners, our common goal is driving more customers into our members’ stores and onto their websites. We accomplish this by sharing a deep understanding of shopper behavior and helping our members deliver the right message to their consumers at the right time.”