“Thirty percent [of our shoppers] make less than $40,000 a year and one quarter use public transportation to the store,” Jocelyn Wong, CMO for Family Dollar, said during her keynote at the Shopper Marketing Expo in October.
These are shoppers who have specific behavioral patterns and sometimes have to make tough purchase decisions, creating a “tradeoff mindset.” Understanding this mindset can help marketers and retailers reset priorities to drive....