Nielsen divides the consumer and shopper into two different categories. The consumer understands the products they are purchasing, like buying a commodity for which they have an established need. For a consumer, the requirements are fulfilled by the product. A shopper is seeking to fulfill varying needs as part of the shopping process. A shopper is seeking products that allow them to be more agile, products that are subjective and can be defined by their style, variety or value.
Both the consumer and the shopper benefit from a shortened path to purchase. An example of one of the shortest paths to purchase, which is no doubt targeted to satisfy the consumer, is the Amazon Dash button, a small button that you can place at a convenient location in your home for purchasing consumables such as laundry detergent, dish soap, or your favorite brand of bottled water. Push the button, and Amazon will deliver the product to your home with free shipping.
The shopper, on the other hand, is looking for answers, suggestions, details, deals, or lifestyle recommendations. Usually, this means higher price and higher margins. However, the shopper becomes the consumer when the shopper is standing in line at a register. At that point, they might find themselves looking around to find their Dash button. They have made their choice and are at the same decision point as the consumer.
With inMotion, the retail store has the ability to add their own version of the Dash button at the time of checkout. A good shopping experience provides the shopper and the retailer with the tools to purchase when and where the shopper chooses. inMotion can work with your retail locations to put a cash register in every pocket.