Shoppers Reveal Many Paths to Purchase

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Shoppers had been self-solving to make CPG easier and faster to shop since 2016.  Then the pandemic allowed more shoppers to become expert online shoppers at their favorite chains.  In this report, we look at the emerging, unintended consequences for brands -- more brand switching online, more pre-shopping online offset by shoppers willing to pay more for ... Read more

Shopping Next: What Will Stick or Slip

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March 2020: Every aspect of life was turned upside down – Work-life, School life, Home Life, and certainly Shopping Life®. Nine months later, in November 2020, WSL studied shoppers to understand which shopping habits learned during the pandemic will stick going forward, and which will slip away, which social and product values shoppers will continue to ... Read more

RESET The Big Business of WELL

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This new report delivers two important findings to help you “Reset” your WELL opportunity. Strong WELLness habits were in place before COVID-19, and shoppers will continue to prioritize immunity, hydration, “free from” products and looking healthy.  Some may take awhile to get back into their routine, but they will.  The Reset WELL challenge is to ... Read more

The Bridge to an Open Society

The Bridge to an Open Society Report Banner featuring people walking on the street with a sign depicting walking icons going opposite directions
As stores re-open, retail will be on a rollercoaster ride.  As shoppers swing from panic stock-up to frugal shopping, categories, brands, and retail choices will be impacted. You need to know how to plan for the next 6 – 12 months. WSL’s How America Shops® report, The Bridge to an Open Society, will enable you ... Read more

Shoppers to Own Now

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In this How America Shops® report we introduce you to 4 segments of shoppers who are shopping based on their commitment to a set of values, or a lifestyle. Social activism and standing for something have become more popular, creating two segments that make buying decisions based on their values of sustainability, which we describe as Earth ... Read more

Gen Z Changes How You Need to Deliver WELLness

Gen Z Changes How You Need to Deliver WELLness Report Banner featuring Gen Z Woman taking selfie with drink in hand
Generation Z did not have to learn to live WELL...they were born into a universe of fitness, knowing good food vs. bad food, drinking water, paying for organic, snacking on nutrition bars, demanding “free-from products”, monitoring their fitness, and accepting virtual health providers for physical and mental health. Gen Z’s acceptance of entrepreneurial brands and ... Read more

Loyalty in the Grab & Go Shopping World

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The shopping culture today is defined by speed and spontaneity, and this has far reaching impact on building shopper loyalty to a brand and a retailer. Shopping is organized in a new way to get it done faster, but it is not all about buying online, since most CPG is still bought in a store. In ... Read more

The Big Business of WELL

The Big Business of WELL Report Banner featuring three women taking yoga class
People’s expectations are that every product and service they buy will help them be WELL, which opens the competition for WELL beyond the traditional categories of Food, Nutrition, Doctors and Medications. WELL presents unlimited opportunities. This new How America Shops® study tells you... if you can imagine a new role for your company, if you ... Read more

Build My Magic Box

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In this How America Shops® report, Build My Magic Box, we take you into the feelings shoppers are experiencing as their lives and Shopping Life™, have been changed forever by the Internet. We also reached back 50 years to the wisdom of Marshall McLuhan, whose “medium is the message” applies as much today as it ... Read more

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