From Shopper to Advocate: The Power of Participation Global Study

This week Daymon Worldwide, released From Shopper to Advocate: The Power of Participation, a global study that identifies the new consumer landscape and its impact on the future of retail.

The survey spoke to 8,500 shoppers across eight countries, including Brazil, Canada, China, Germany, Japan, South Africa, the United States and the United Kingdom, related to everyday consumable products — food, beverages, personal care, household goods and medication.

The results revealed key insights:

  • It’s not just generational – Shoppers can no longer be thought of as homogenous groups.
  • Co-creation is the future of retail innovation. Shoppers increasingly desire to provide direct input to improve products and services.
  • Fresh is the gateway to shopper loyalty, but it goes beyond a single department.
  • A new dimension of Private Brand is emerging. Shoppers are giving Private Brands permission and expecting them to differentiate.
  • Conversational engagement must extend outside the store.
  • Seamless integration with mobile is a must.

“With legacy categories declining, digital strategies emerging and shoppers’ demand for engagement and customization increasing, retailers and brands must better understand the emerging needs and behaviors of shoppers on a global scale and dramatically rethink their go-to-market strategies,” said Dave Harvey, Vice President of Thought Leadership, Daymon. “As shopping becomes more on-demand and increasingly personalized each day, we find ourselves amid a seismic shift that promises to reshape retail as we know it.”

To learn more about the study at

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.