A New Reign of Consumer: Introducing the Omni-Channel Shopper

Ogilvy & Mather and Geometry Global Host 'Future Shopper' Summit to Dissect the Evolution of New Consumer Behavior and its Effect on the Retail Landscape

Nov 19, 2013, 13:02 ET from Ogilvy & Mather

CHICAGO, Nov. 19, 2013 /PRNewswire/ -- Ogilvy & Mather and Geometry Global, launched in June 2013 by aligning G2 Worldwide, OgilvyAction and JWTAction, hosted their first annual 'Future Shopper' Summit in Chicago on November 14, 2013 to discuss the development of new consumer purchase behaviors within an evolving digital and physical retail landscape.

"We have reached a transformational moment in shopper marketing," said Hugh Boyle, Global Chief Digital Officer, Geometry Global. "Technology, demography and the economy are conspiring to create a perfect transformational storm in our industry, which businesses need to be prepared for."

The event focused on the integration and assimilation of the Internet, Mobile and Social Media within the traditional physical retail environment. As consumers move easily and fluidly between physical, digital and social channels on their purchase decision journeys, a new –and extremely influential –'Omni-Channel' shopper has emerged.

"With the influx of so many diverse shopping platforms, 'Omni-Channel' shoppers are transitioning seamlessly between the physical and digital landscapes," said Brandon Berger, Chief Digital Officer, Worldwide, Ogilvy & Mather. "This emerging consumer group is making purchases anywhere and at anytime, creating huge amounts of data and shopper intelligence. Their influence will drastically shape the way the retail landscape functions."        

The 'Future Shopper' summit brought together manufacturers, retailers, venture capitalists and technology solutions partners. Featured speakers from Ogilvy and Geometry Global were joined by WPP partners, along with major brands such as Kimberly-Clark, Nestle, Beam, Target and Walmart. The event also featured leaders from the emerging technology and eCommerce investment industries, and a special guest appearance from Ogilvy & Mather Chairman Emeritus, Shelly Lazarus.

"The impact of the Omni-Channel' shopper on all of our businesses will be monumental, stated Boyle. "We will likely see a greater change in shopper behavior over the next two years than we have in the past two decades"

Ogilvy & Mather 
Ogilvy & Mather is one of the largest marketing communications companies in the world. In 2012, O&M was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effies Global Effectiveness Index. The company is comprised of industry leading units in all of the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com.

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Geometry Global

Geometry Global is the largest and most geographically complete activation agency of its kind, providing brand marketers with a unique solution for an unmet need: Precision Activation. This proprietary approach focuses on the exact blend of context and content that combine to influence consumer behavior, transforming proven communication techniques and big creative ideas into effective and profitable business growth drivers. With experts in 56 markets, the global network develops highly compelling marketing programs - informed by data and insights - connecting people with brands at precisely the right times, in the right places, and right ways - making a measurable difference to clients' businesses.  Launched in June 2013, Geometry Global delivers award-winning creativity and integrated talent across a range of disciplines including Shopper, Relationship, Promotional and Experiential, Trade and Digital Marketing. Geometry Global is part of the WPP group. For more information, visit www.geometry.com.

SOURCE Ogilvy & Mather