Brand-building marcomms agency Smoking Gun takes wraps off new report

Brands must bin straightforward sales messages if they want any hope of engaging a new generation of shrewd shoppers, marcomms agency Smoking Gun warns in its new report.

Titled The Rise Of The Shrewd Shopper – the study highlights the extent to which consumers are demanding more from brands than ever before, while at the same time buying less and shopping around more.

It prompted Smoking Gun to describe these new consumers as ‘Shrewd Shoppers’ and create tactics that brand marketers can use right now so that they win at the till.

The report also contains extensive input from experts across the retail and marketing sectors, including David McGlone, director of research and planning consultancy Brand Edge, and retail data platform Reapp CEO, Greg Phillips.