Today’s consumers encounter myriad touchpoints and distractions throughout their paths to purchase, creating challenges for independent retailers as they strive to remain top of mind and, ultimately, win a customer’s business. Which is why Nationwide Marketing Group will continue to focus on the Shopper Decision Journey at its upcoming PrimeTime event, to be held February 5-8, 2022, in Phoenix, Arizona.

“Long before they ever consider themselves to be in the market for a new appliance package or furniture set, consumers — whether they know it or not — are being influenced regarding how and where they’ll decide to buy something,” says Tom Hickman, Nationwide’s president and chief member advocate. “We want to equip independent retailers with the tools and resources they need to be successful from those early stages of the shopper journey, all the way through the purchase and beyond.”

Nationwide kicked off the Shopper Decision Journey discussion at August’s PrimeTime show in Nashville, where a panel of key vendor partners shared what they’re doing throughout the journey to drive customers to independent retailers’ stores. In Phoenix, the training and education around the path to purchase will have a more pronounced focus. Themed “Experience the Journey,” PrimeTime will launch a dedicated Shopper Decision Journey track in the Nationwide Learning Academy program, conversations with key leaders on the event’s Main Stage, and more detailed breakout sessions and networking roundtables. From awareness and initial consideration through to the purchase and lasting loyalty, attendees will discover what’s required to be present for the customer at every stage along the shopper journey.

“Our members have seen real success and growth over the years, especially when we leverage our size and scale to drive value,” says Rob White, Nationwide’s vice president of brand and strategy. “But our real strength comes about when our manufacturers, service providers and members band together as one to work toward a common goal. For Nationwide and our partners, our common goal is driving more customers into our members’ stores and onto their websites. We accomplish this by sharing a deep understanding of shopper behavior and helping our members deliver the right message to their consumers at the right time.”

In addition to the deep dive into the Shopper Decision Journey, PrimeTime will feature the same education, buying and networking opportunities that Nationwide members have come to expect, including:

• The 90-minute PrimeTime Palooza shopping frenzy, filled with limited-time and limited-quantity offers
• A two-day expo featuring can’t-miss Show Specials and CashBack offers from vendor partners
• Targeted merchandising sessions on home appliances, consumer electronics, and furniture and bedding
• More than 100 hours of education, available exclusively through the Nationwide Learning Academy
• A meal packing give-back event with No Child Hungry
• Networking opportunities for specialty groups, including WIN: Women in Nationwide, Service Leaders Network, Home Technology Specialists Nationwide (HTSN) and NextGen/I.D.E.A.
• The PrimeTime First Timers & New Members reception

PrimeTime in Phoenix is scheduled for February 5-8, 2022, at the Phoenix Convention Center. Members can visit www.nationwideprimetime.com to secure their free registration for the event.