In this week’s episode, we’re sitting down with Ken Hughes to talk about what it takes to connect with today’s shoppers. In a GPS-connected world, they are the blue dot. And when it comes to shopping, it’s all about them.

A consumer and shopper behavioralist who studies how and why people buy, Ken Hughes unpacks people’s value systems, combining sociological and anthropological analyses. He also looks at the ways people live their lives physically and digitally, how that affects what they want out of businesses, and why businesses should adapt to give consumers what they want, when they want it.

From disruptive shifts in shopper behavior (like the demand for “instant” experiences), to the evolution of “blue dot consumer” expectations, and the importance of hyper-personalization, Hughes explains how modern companies should approach their marketing campaigns to achieve success in a mobile-first universe.

“The challenge is how we can get hyper-personalization and predictive element into our retail offerings at any point in the customer journey – where no matter where I am, you know who I am, you know what I’m doing, and most importantly: You know what I want or need next.” — Ken Hughes

Leveraging the power of data collaboration, understanding the full-funnel omnichannel journey and Gen Z preferences, and operating within a culture that is happy to have access over ownership (think music sharing versus buying CDs) — our conversation with Ken Hughes covers all these themes and more.

Listen to the full podcast below:

Michelle Pruett

As Global Head of Content at Criteo, Michelle leads a high-performing team of talented marketers. Her writing has been featured in Entrepreneur, Business Insider, AdWeek, eMarketer, and more. She's lived on three continents and is proud to be a New Yorker at heart.

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