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Delighting the modern shopper

GS1 standards in today’s shopper journey

As the shopper journey becomes increasingly complex, the ability to engage with consumers and influence their spending decisions at every stage is essential.

The modern shopper has an appetite for joined-up, consistent experiences – regardless of how they choose to interact with a brand.

This bringing together of the traditional retail model with new technology is spinning a complex web of customer touchpoints and interactions.

Following the shopper journey

The key to offering a seamless shopping experience is not just harnessing the capabilities of retailers and brands – but understanding the demands of modern shoppers.

Only by aligning internal resources to the common goal of meeting the needs of the customer is the provision of an effective seamless shopping experience possible. Capabilities required to join up every touchpoint and create omnichannel experiences can be strengthened by leveraging technology, best practice and GS1 standards.

GS1 supports the shopper journey
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In a joint white paper with Planet Retail - Delighting the modern shopper - we dig deep into each stage of the modern shopper journey and what role GS1 standards

can play to create ‘omnichannel excellence’.

The report reveals:

  • The six key elements for omnichannel success
  • Key shopper trends
  • The key stages of the shopper journey:
    - Planning
    - Purchasing
    - Fulfilment
    - Post purchase
  • The role of GS1 standards in enhancing the experience at each key stage


Retailers need to provide seamless omnichannel experiences to ensure they’re able to influence spending decisions at every touchpoint. GS1 standards support retailers in achieving this, helping them reach the ultimate accolade of becoming truly omnichannel”

Malcolm Pinkerton, Research Director at Planet Retail