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If you marry intent and context with what you already
know about your shopper (Has she visited your site in
the past? Is she a loyal customer?), you can start being
there and being useful in the right moments.
By targeting on demographics alone, you may miss
out on valuable consumers who may be in market at
that moment. Consider this example: If you sell car
seats and you target moms alone, you’d be missing
out on relatives or friends who might be in the market
to buy a car seat as a baby shower gift. You may also
be wasting marketing dollars by targeting moms who
already own a car seat or women without children.
48 | THE DOPPLER | SUMMER 2017
It’s less important for a shopper to
be present in-store than for the
store to be present wherever and
whenever a shopper needs it.
Let’s look at one retailer that has put intent and con-
text at the center of its shopper experience. Target
saw that 98% of its guests were shopping digitally
and that 75% were starting on mobile. But in catego-
ries like patio furniture, its in-store and online teams