Earlier this month, Scott McKenzie, Global Intelligence Leader, Nielsen, was a featured speaker at the Advertising Research Foundation’s (ARF) Shopper x Science 2019 event at Google’s headquarters in Chicago. The ARF focuses on furthering the scientific practice of advertising and marketing through research. And this event presented industry experts the opportunity to weigh in on the ever-changing retail consumer landscape and to offer insights and solutions on what companies and brands can do differently to stay competitive.
In his presentation entitled ‘How to Trust in the Trust-Enabled Economy,’ Scott stressed the importance of trust and transparency in a brand’s marketing initiatives. At a time where consumers are distrustful of messages, some forms of advertising and even the manufacturers of the products they use, it’s critical for companies today to promote a sense of credibility amongst their desired consumer segments. Now more than ever, shoppers are looking to purchase brands with a purpose.
事实上，斯科特介绍说，尼尔森的研究发现，17%的全球消费者被倡导社会责任的品牌所吸引，16%的全球消费者优先考虑贸易透明的品牌。这些研究结果表明，如今的消费者更喜欢那些除了满足消费者个人需求之外，还能在更广泛的环境中确定自身角色的品牌。
“Trust: If you break it, you might lose it forever,” said Scott. “If you get it right, it pays you back.”
会议期间，斯科特还探讨了消费者购买决策中迫在眉睫的品牌不忠诚问题及其对全球企业的影响。斯科特谈到了价格作为选择驱动因素和对本土产品的重视等方面，讨论了影响消费者购买习惯的多种因素，并根据尼尔森的调查结果，就企业如何朝着正确的方向做出改变提出了自己的见解。
斯科特强调的最大启示是，随着零售营销领域复杂性的不断增加，信任将继续在品牌体验中发挥作用。"我们有责任，我们的信任时刻就在这里"。
来自谷歌、百事可乐、好时公司等公司的代表也在会上就购物者营销的各种话题发表了演讲。
