Follow that shopper! How we built an omnichannel shopper insights practice at Roku

Room 1 | 11:00 am - 11:30 am | Thursday, February 23, 2023

Roku knew how owners were engaging with our Streaming Players and Smart T.V.s, but needed to better understand how consumers were shopping for our products to begin with. Where did they shop online? How did they search? What sources did they use for research? Who did they talk to? Why did they go into stores as well?

We established an omnichannel look at how online shopping and research, in-store activities and word-of-mouth come together to lead shoppers down a path to our brand. We now have an ongoing program that allows us to understand their digital behavior, their in-store behavior and how those come together. We can now fully understand what consumers are thinking and doing before they ever make their streaming purchases.

Key takeaways:

1. How to set up a robust shopper research program.
2. Methodologies that illuminate the purchase paths.
3. Cadence for repeating this to keep up with behavioral changes.