Nielsen's four shopping mode segments

Shopping Modality: why it pays to strike while the moment is hot

According to Nielsen, consumer tips, marketers need to "disrupt" auto-pilot mode with offers that force shoppers to re-evaluate their decisions. These are referred to as 'Delta Moments', but depending on the category, the degree to which auto-pilot thinking applies and the effectiveness of disruptions varies considerably. Here's how Nielsen breaks out the food categories that it studied:



The need for 'moments of truth' customer service rings incessantly...