In a short piece in MarketingDaily, from a recent Viant study: “digital introverts who don’t like stores, dads, and people who prize easy parking — put all the rest of us to shame. While they account for just about 16% of the population, they do 44% of the spending at U.S. department stores each year”.

This is a terrific reminder that we take great risk when we make a generalization about “The Shopper”. Customer Centric thinking dictates we break down the important subgroups and understand those.