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Press release
Retail|Technology|Point of Sales Analytics|Shopper|KnowledgePanel® (North America)|United States|English

Amazon Prime and digital shopping: GfK to share behavioral insights

New York, NY, 27.03.2017

At Shopper Marketing Summit, digital experts will explore effects of Prime membership through KnowledgePanel® data

With over 60 million members, Amazon.com’s Prime service has raised the bar for retailers, offering speedy delivery and other perks. But how does Prime membership change shopping behavior – and what can marketers do to appeal to the service’s savvy members?

In a session tomorrow at the Shopper Marketing Summit in New York City, GfK will share in-depth behavioral data that reveals the shopping habits of Prime members and non-members alike.

To request a copy of the presentation, contact marketing@gfk.com.

GfK’s Christina Pate (Senior Research Director) and Natasha Stevens (Senior Vice President) – both leaders of the company’s Digital Experiences team – will present from 3:15PM to 4:15PM at the Grand Hyatt New York.

The presentation will draw on behavioral data from GfK’s KnowledgePanel® Digital – a cross-device, single-source panel that passively tracks digital behavior across fixed and mobile devices among a mobile universe sample. Pate and Stevens will explore and compare Prime vs. non-Prime in areas such as:   
• use of shopping resources across digital channels,
• usage frequency of coupons and deals, and
• holiday 2016 shopping trends.

They will also discuss opportunities that marketers may be missing for winning over Prime subscribers.

At GfK, Pate’s responsibilities include business development and designing custom research solutions that integrate the company’s digital assets across industry and practice areas, with a focus on retail and technology. From 2009 to 2012, Pate built and managed a research and project management team for KN Dimestore, conducting hundreds of digital ad studies. 

Stevens is a thought leader and innovator with more than 15 years of experience in digital research. Her background encompasses building marketing research models that align traditional and digital techniques, social media listening and media analytics/measurement. Stevens’ career includes time at Visible Technologies and Cymfony where she led the professional services business and insight practice designing both custom and syndicated cross-industry research solutions for Fortune 500 companies.