G2 Rolls out Pathfinder Shopper Tool in Australia

WPP-owned brand activation network G2 has rolled out its shopper marketing tool Pathfinder in Australia, offering insight into what influences shoppers' path-to-purchase.

G2 offers a combination of direct marketing, data analytics, shopper marketing, and branding and design services to help clients create marcoms programs.

Developed and tested over the past two years, Pathfinder includes a range of custom tools developed to identify specific purchasing influences at recognised points along a shopper's 'purchase decision journey', helping clients to pinpoint where they need to engage with their target shoppers. The solution also offers a module for post-purchase measurement.

G2 Australia's Strategy Lead Carolyne Wildman says the tool offers 'a truly targeted strategic shopper marketing plan, with seamless integration of media, messages and experiences, for highly persuasive communications at each step along the shopper's purchase decision journey.'

Pathfinder will only be offered to one company per category, giving it a 'unique, competitive advantage' according to Wildman.

Web site: www.g2.com .