Categories Induce Shopping Behaviors

A new study released by Synovate identifies four distinct shopper mind-sets that can help retailers better manage categories. Consumers shop as either system beaters, explorers, preferred planners or functional planners, said Joel Rubinson, senior vice president and shopper insights expert for the market research firm. As retailers better understand how each individual customer approaches

NEW YORK — A new study released by Synovate here identifies four distinct shopper mind-sets that can help retailers better manage categories.

“Consumers shop as either system beaters, explorers, preferred planners or functional planners,” said Joel Rubinson, senior vice president and shopper insights expert for the market research firm.

As retailers better understand how each individual customer approaches the categories in their stores, their ability to optimize produc

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