Dorothy White

In uncertain economic times, brands and retailers face mounting pressure to compete on price — but shoppers tell a more complex story. Drawing on new research from Knit and McCormick & Company, this session unpacks the modern shopper's value equation: what drives loyalty, shapes trade-off decisions, and keeps brands relevant when budgets tighten. Key Takeaways: 1. Price is table stakes — shoppers define "value" through a layered hierarchy of needs beyond cost. 2. Competing on value doesn't mean just discounting; reliability, quality, and experience win trips. 3. The rise of multi-channel shopping is forcing a broader definition of what "value" means.