long and winding road - gamesmanship of shopping study
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1Yahoo! Presentation, ConfidentialYahoo! Presentation, Confidential
2Yahoo! Presentation, Confidential
What we learned last time Internet is much more than a point of purchase
The purchase process is more tumbler than funnel
Different purchase paths offer unique marketing opportunities
Media and in-store cues are still critical
3Yahoo! Presentation, Confidential
The purchase process used to be simpler for both marketers and consumers
AWARENESS
GATHER INFOPREFERENCE
OLD SHOPPING PROCESS
= LOYALTY + PURCHASE
4Yahoo! Presentation, Confidential
3TO DISTRUBITORS VIA SOCIAL NETWORKS, REVIEW SITES, EMAIL, TEXT, IM
2TO PRODUCERS
AND PARTICIPANTS
1FROM PASSIVE RECIPIENTS OF INFORMATION
A lot has changed: Consumers communicate about brands and distribute it to their networksTHERE’S A NEW PATH TO THINKING AND DOING WHEN MAKING PURCHASE DECISIONS
5Yahoo! Presentation, Confidential
Today’s shopping landscape provides a wealth of opportunities, but the road is more complicated
AWARENESS
GATHER INFO
MAKING A PURCHASE DECISION
NEW SHOPPING PROCESS
= PURCHASE + LOYALTY
6Yahoo! Presentation, Confidential
To understand more about the evolution of shopping, we created a new study to examine:
How do consumers approach their shopping today?
What does the purchase path look like now, given greater and immediate access to more information?
How has the proliferation of new digital tools affected how consumers shop today?
What are the implications for marketers?
7Yahoo! Presentation, Confidential
3 phase methodology: Qualitative + Quantitative
ELECTRONICS AUTOMOBILE PERSONAL CARE RETAILERS FINANCE OTC MEDICINE
6 CATEGORIES:
QUALITATIVE EXPLORATION QUANTITATIVE VALIDATIONWe spoke to marketers in each category to better understand their digital marketing needs and pressing questions
We spoke with 45 tech-savvy consumers across the us who are using digital tools and resources in recent purchase processes 33 consumers from across the U.S.
participated in online bulletin board discussions
12 consumers in NY and LA invited us into their homes for in-depth ethnographic interviews
2,485 online interviews
Qualifications Age 18+ Use the internet to shop Recently purchased or intending to
purchase an item in relevant category 50/50 loyalists & switchers
Survey length: 30+minutes
8Yahoo! Presentation, Confidential
Qualitative: We spoke to real life consumers
9Yahoo! Presentation, Confidential
AGENDASETTING UP THE GAME
HOW TO PLAY THE GAME
WHAT IT MEANS FOR MARKETERS
WHAT ARE WE RACING TOWARD?
1
2
3
4
10Yahoo! Presentation, Confidential
1Chapter SETTING UP THE GAME
11Yahoo! Presentation, Confidential
Introducing the players:Equal players: consumer and brands
BRANDS
AUTOMOTIVE 82%
CONSUMER ELECTRONICS 80%
RETAIL 78%
PERSONAL CARE 75%
OTC DRUGS 68%
FINANCE 64%
“I'M OPEN TO SWITCHING BRANDS"
CONSUMERS
12Yahoo! Presentation, Confidential
Planning how to get what you want - what resources to employ and when
Collaborating and competing with other consumers and brands
Making the wrong move can cost you, so you must figure out who and what to trust
It’s social, and you can collect “rewards” along the way
The elation of being a smart consumer
The consumer has gotten a lot smarter about shopping and, like a game, shopping involves these elements
13Yahoo! Presentation, Confidential
Despite being more complicated, there’s a restored energy to shopping that is good for consumers and brands
MORE SOCIAL
MORE ENGAGING
MORE FUN
MORE EXCITING
14Yahoo! Presentation, Confidential
Consumers now collaborate and compete against each other and brands
COLLABORATION COMPETITION
With other consumers Access to user opinions via user groups,
online social networks, and posted reviews
Activate online coupon by getting enough people to sign up (e.g., Groupon)
With brands Via email newsletter and dialogue with
brand on social networks/forums
With other consumers Thrill of discovering a “hidden” deal that not
everyone knows about (e.g., promo codes) Take advantage of an online coupon/deal
before it sells out (e.g., Groupon)
With brands Trying to “outwit” brand’s overly positive
communication by getting “experiential” feedback from users
Search for the best price
15Yahoo! Presentation, Confidential
Shoppers are wary of which sources to trust
Advertising: brands at their best - trust
but verify
Trust other people most: No ulterior
motive
Unfamiliar brands/sites: Extreme
caution!
TRUST IN SOURCES
16Yahoo! Presentation, Confidential
But they trust opinion of friends/family and advertising
“I PUT THE HIGHEST WEIGHT ON THE OPINION OF MY FRIENDS BECAUSE THEY ARE CONSUMERS LIKE ME. THEY WOULDN’T EXAGGERATE THE BENEFITS OR ATTEMPT TO COVER UP ITS FLAWS. THEY PRESENT A MORE REALISTIC PICTURE OF WHAT USING THE PRODUCT WOULD BE LIKE.”
-FEMALE, 26 Y.O.
“I DON’T THINK THE COMPANY IS GOING TO TELL ME WHAT’S WRONG WITH A PRODUCT. IT’S ONLY ONE SIDE OF THE STORY.”
-FEMALE, 31 Y.O.
“SOMETIMES I SEE AN ONLINE AD THAT I WANT TO CHECK OUT BUT I’M ALWAYS AFRAID TO CLICK, WHAT IF IT’S A VIRUS OR SOMETHING. AND THOSE ADS ON THE RIGHT SIDE OF SEARCH FEEL LIKE A SCAM .”
-FEMALE, 37 Y.O.
Trust other people most: No ulterior
motive
Unfamiliar brands/sites:
Extreme caution!
Advertising: brands at their best - trust but verify
17Yahoo! Presentation, Confidential
In addition to persons closest to you, trusted Internet sources inform consumers
2 in 3 people are already using new digital tools to research purchases
69%INTERNET
43%MAGAZINES
35%TV
Shoppers trust the Internet most for information on
products and services
18Yahoo! Presentation, Confidential
0% 5% 10% 15% 20% 25% 30% 35% 40%0%
10%
20%
30%
40%
50%
60%
51%49%49%
44%43%
40%
39%38%
37%WoM Social Networking Technology report site
32%
31%31%
Company's Facebook
page
Consumer Videos
30%30%
27%
26% 25%
11%
10%
Reviews and manufacturer/retailer content generate the most trustDIGITAL SOURCES MADE ME TRUST BRAND IN THE PURCHASE PROCESS
VERY TRUSTWORTHY
NOTVERY
TRUSTWORTHY
IMPA
CT T
O T
RUST
OVERALL USAGE IN SHOPPING PROCESS
19Yahoo! Presentation, Confidential
As a result of these shifts, shoppers are more in control and less impulsiveQ: How has the Internet changed the way you shop?
LESS IMPULSIVE
NO CHANGE
MORE IMPULSIVE
55%
28%
17%
20Yahoo! Presentation, Confidential
50% 60% 70% 80%
Strategy and Risk: The more research consumers do, the greater advantage they feel they have
FEEL THEY HAVE AN ADVANTAGE OVER MARKET
ON
LIN
E RE
SEAR
CH
DO LITTLE RESEARCH
DO A LOT OF RESEARCH
21Yahoo! Presentation, Confidential
While price is always a factor for the consumer, other triggers help them feel like they’ve wonQ: what is the most important in creating a “wow experience” while shopping?
FINDING A GREAT PRICE/DEAL ON A PRODUCT I WANT
GETTING A BETTER PRICE THAN OTHER PEOPLE
FINDING A RARE OR “HARD TO FIND” ITEM
I REALLY WANTED
DISCOVERING A GREAT NEW PRODUCT
82%60% 53% 47%
COMPETITIVE ASPECT OF THE WIN APPEALS
MORE TO YOUNGER FEMALES
22Yahoo! Presentation, Confidential
Chapter HOW TO PLAY THE GAME
2
23Yahoo! Presentation, Confidential
SOCIAL NETWORKS
MICROBLOGGING
WORD OF MOUTH
3RD PARTY VENDORS
PACKAGING
MOBILE SERVICES
ADVERTISING
BRAND WEBSITES
COUPONS/DEALS
DIRECT MAIL
EMAIL NEWSLETTER
RETAIL STORE
USER GROUPS SEARCH FORUMS
PRICE COMPARISON SITES
CONSUMER REVIEWS
BLOGS
CITIZEN GENERGATED VIDEOS
BRANDS CAN CONTROL BRANDS CAN INFLUENCE BRANDS CANNOT CONTROL
Consumers and marketers alike have an abundance of tools to influence purchase
24Yahoo! Presentation, Confidential
Consumer and marketer tool sets have evolved
LONG-STANDING TOOLS NEW TOOLS
TV/Radio Online Videos by Consumers
Print (e.g., Newspapers, Magazines, etc.) Consumer reviews
Direct Mail Blogs
Print Circulars/Coupons WoM via Social Networking
Search Engines Company’s Facebook Page
Consumer Portals Mobile
Brand/Manufacturer/Retailer Sites Deal/Coupon/Flash Deal Sites
Expert reviews
25Yahoo! Presentation, Confidential
26Yahoo! Presentation, Confidential
Tools empower users across their purchase path to discover, evaluate and socialize
OFFLINE DIGITAL• TV/Print Stories• Salesperson
• Search Engines• Consumer Portal Site• Digital Articles• Video by Manufacturer/Experts• Reviews on a Brand Site• Enthusiast/Consumer Report Site• Brand /Retailer Site• Podcasts
• Print Circulars and Coupons• Physical Store
• Mobile Coupons• Barcode Reader• Deal Collection emails• Digital Coupon Sites• Auction Sites
• Word of Mouth – With those who own or do not own product
• Used/Tested Out Product
• Videos generated by Consumers• Consumer Reviews• Chat Rooms/Message Boards• Blogs• Discussed via Social Net Sites• Company’s Facebook Fan Page
27Yahoo! Presentation, Confidential
Tools are used across shopping process in varying degrees with discover tools used the most
TOOLS USED THROUGHOUT SHOPPING PROCESS (Among Total – Net of All Categories)
AWARENESS
GATHER INFO & NARROWING DOWN
POST PURCHASE
MAKING A PURCHASE DECISION
31% 19% 17%
54% 36% 34%
38% 29% 19% 8% 4% 4%
28Yahoo! Presentation, Confidential
Discover: Shoppers use the discover card in their tool kit to understand their options…
THE BEST HELP WAS READING PRODUCT REVIEWS, BLOGS AND DISCUSSION BOARDS. IT MADE ME AWARE OF ANY PROS AND CONS, AND HELPED ME SELECT THE BEST MODEL FOR US, SINCE THERE WERE NUMEROUS MODELS AND CONFIGURATIONS
-FEMALE, 35, BUYING A COMPUTER
Advertising Awareness and surface information
Digital content Deeper understanding
Learn about product features and find the best product for you
29Yahoo! Presentation, Confidential
“BUILDING MY CAR ONLINE WAS EXCITING, THE THRILL OF ANTICIPATING IT. THE OTHER CAR SITES DIDN’T HAVE THAT FEATURE.”
- FEMALE, 28, ON BUYING A CAR
… but those options don’t need to be purely rational, it can and should delight emotionally
“NOW, BEING SMARTER IS COOL VS. BEING THE FIRST”
-MALE, 39 ON BUYING ELECTRONICS
Information can have an emotional payoffMatch shoppers’ values, style
Reduce fear for higher risk purchases
Information can engage the imaginationThe beginning of the dream, builds anticipation
30Yahoo! Presentation, Confidential
OFFLINE RESEARCH (NET)
IN-STORE (NET)MANUFACTURER CONTENT (NET)
USED A SEARCH ENGINE (NET)
THIRD PARTY CONTENT (NET)
0%
20%
40%
60%
80%
100%
Auto and electronics shoppers use a variety of touch points to discoverDISCOVER: What sources did you use?
Series1
ELECTRONICS AUTO PERSONAL CARE RETAIL FINANCE OTC HIGH TOUCHPOINTS
31Yahoo! Presentation, Confidential
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%30%
40%
50%
60%
70%
80%
90%
100%
Consumer Site (AOL,Yahoo!)Company’s Facebook
Department Store Site
Podcast
Search Engine
Retail Site
Consumer Report Site
Brand Site
Dealership Site
Expert Reviews on Website
Reviews on Brand Site
Read Digital Articles
Watch Video, Expert Created
Watch Video, Manufacturer
Enthusiast Site
Salesperson
Print Stories
TV Stories
Online sources have the greatest reach and are considered as influential as in-store sale associatesDISCOVER: Influence to Purchase by Overall Usage
INFL
UEN
CE O
N P
URC
HAS
E
OVERALL USAGE IN SHOPPING PROCESS
VERY INFLUENTIAL KEY
COMPARE DIGITAL OFFLINE
NOTVERY
INFLUENTIAL
32Yahoo! Presentation, Confidential
Evaluation ensures shoppers get the best value
“YAHOO SHOPPING ENABLES ME TO QUICKLY FIND THE BEST PRICE, FROM HUNDREDS OF SITES SELLING AN ITEM. I JUST USED IT LAST WEEK TO FIND A GREAT PRICE ON HEARTWORM PILLS FOR MY DOG.”
-MALE, 40 Y.O.
69% of shoppers now seek more deals & coupons online because of the Internet
49% of shoppers use more coupons now because of the Internet
Find the best value for your money
33Yahoo! Presentation, Confidential
0%
10%
20%
30%
40%
Online allows shoppers to do more evaluation for auto and electronicsEVALUATE: What sources did you use?
VISITED A PRODUCT COMPARISON
WEBSITE
VISITED AN AUCTION SITE
VISITED A DIGITAL COUPON SITE
USE LOCATION-BASED CHECK IN
SERVICES TO GET A DEAL-COUPON
USE A BARCODE READER TO FIND
DEALS AND OFFERS
DEAL COLLECTION E-MAIL
Series1
ELECTRONICS AUTO PERSONAL CARE RETAIL FINANCE OTC HIGH TOUCHPOINTS
34Yahoo! Presentation, Confidential
-5% 0% 5% 10% 15% 20% 25% 30% 35%30%
40%
50%
60%
70%
80%
90%
100%
Deal Collection Email
Digital Coupon Site
Auction Sites
Mobile Location
Based Coupons
Mobile Barcode Reader
Physical Store
Circular & Coupons
Consumer usage of digital and mobile couponing is still relatively low but fairly influentialEVALUATE: Influence to Purchase by Overall Usage
INFL
UEN
CE O
N P
URC
HAS
E
OVERALL USAGE IN SHOPPING PROCESS
KEY
COMPARE DIGITAL OFFLINE
VERY INFLUENTIAL
NOTVERY
INFLUENTIAL
35Yahoo! Presentation, Confidential
Shoppers actively seek others’ advice to help them on their way
59% believe they had an advantage over the manufacturer/retailer because
the Internet allows them seek others opinions
of consumers give advice – motivated by a feeling of solidarity with other consumers, and standout performance of a brand
49%
Opportunity for brands: leverage reviews and ratings in digital ads
Get trustworthy feedback to make smarter decisions faster
36Yahoo! Presentation, Confidential
Socialization occurs because of shoppers’ deep commitment to brands
“I FEEL THAT A COMPANY THAT EMPLOYS SOCIAL NETWORKING IS REALLY TRYING TO CONNECT WITH THEIR CUSTOMERS BY GETTING A FEEL FOR WHAT THEY LIKE AND DISLIKE. IT MAKES THE COMPANY SEEM MORE ACCESSIBLE AND TANGIBLE TO ME.”
-FEMALE, 26 Y.O.
People seek deeper involvement with brands they care about
Because of the Internet…
38% feel more connected to the brands they like
27% spend more time talking with others about products and brands than they used to
25% are more likely to seek others' opinions now that social networking/online communities are available
37Yahoo! Presentation, Confidential
Shoppers are more apt to look for consumer-generated sources in most categories vs. manufacturersTYPE OF INFORMATION USED IN THE PURCHASE PROCESS
ELECTRONICS
AUTO
PERSONAL CARE
FINANCE
RETAIL
OTC
48%
41%
22%
19%
12%
12%
35%
46%
20%
2%
1%
1%
Manufacturer-generated digital content
Consumer-generated digital content
38Yahoo! Presentation, Confidential
Automotive shoppers are most likely to read reviews and share their opinionsSOCIALIZE: What did you use to research your purchase?
WORD OF MOUTH (NET)
CONSUMER REVIEWS
BLOGS ANY SOCIAL NETWORKING
USED
DISCUSSED ON A SOCIAL
NETWORK
VISITED A COMPANY’S
FACEBOOK PAGE
WATCHED A VIDEO MADE BY
A CONSUMER
VISITED A CHAT ROOM AND-OR
DISCUSSION BOARDS
Series1
ELECTRONICS AUTO PERSONAL CARE RETAIL FINANCE OTC HIGH TOUCHPOINTS
0%
20%
40%
60%
80%
39Yahoo! Presentation, Confidential
0% 5% 10% 15% 20% 25% 30% 35%30%
40%
50%
60%
70%
80%
90%
100%
Consumer Reviews on WebsiteRead Blogs
Watch Video, ConsumerGenerated
Company Facebook PageDiscussed via Social
Network
Chat room,Boards
Consumer Reviews of Store
Discussed with Family & Friends Who Don’t Own
Product
Discussed With Friends & Family Who Own Product
Used Product At Friends/Family’s House
While discussion in-person is most common, sharing is starting to take place in many digital formats
OVERALL USAGE IN SHOPPING PROCESS
INFL
UEN
CE O
N P
URC
HAS
E
SOCIALIZE: Influence to Purchase by Overall Usage
KEY
COMPARE DIGITAL OFFLINE
VERY INFLUENTIAL
NOTVERY
INFLUENTIAL
40Yahoo! Presentation, Confidential
KEY
BECOMING AWARE GATHERING INFO MAKING FINAL DECISIONS POST PURCHASE0%
10%
20%
30%
40%
50%
60%
70%
80%
DISCOVER TOOLS EVALUATE TOOLS SOCIALIZE TOOLS
Discover and evaluate tools play a greater role throughout the processTOOLS USED THROUGHOUT PURCHASE PATH – Among Users of Those Tools
41Yahoo! Presentation, Confidential
Chapter WHAT DOES IT MEAN FOR MARKETERS?
3
42Yahoo! Presentation, Confidential
Marketers need to get in the game
Enable instant access to
increasingly valuable
information (e.g., expert
reviews, videos, etc.)
Be honest with consumers and advertise in trusted digital
spaces
Make it easier and more fun than ever to shop and find
good deals
43Yahoo! Presentation, Confidential
Greater access to digital information makes it easier for new brands to break through
of consumers feel that they are aware of more brands than prior to the Internet
68% feel the Internet
makes it easier to figure out which
brands to consider
72%
MORE BRANDS GREAT SPEED & CONFIDENCE
44Yahoo! Presentation, Confidential
And consumer filter sources to get to what’s relevantNAVIGATING INFORMATION TO QUICKLY FIND WHAT’S MOST HELPFUL, RELEVANT
“OFTEN TIMES THERE ARE ADS ALONG THE SIDE OF THIS SITE, HYPEBEAST.COM, FOR CLOTHING. THERE’S A LOT OF STUFF HERE THAT I’VE NOT HEARD OF BEFORE, BUT I’M LIKELY TO LOOK AT IT BECAUSE IT’S AROUND THIS OVERALL CULTURE – SKATEBOARD, HIP HOP CULTURE, STYLE.”
-MALE, 39 Y.O.
45Yahoo! Presentation, Confidential
0% 5% 10% 15% 20% 25% 30% 35% 40%10%
15%
20%
25%
30%
35%
40%
45%
41%41%
38%38%
37%37% 36%36%
33%32% 32%
30%30%
30% 30%29%
Reviews on Manufacturer Site
26%
24%21%
21%
17%
13%
Q: What digital touch points make you feel close to a brand (i.e., it fit my style/tastes, it's for someone like me)?
Brand and third-party content, reviews and digital advertising can foster greater connections
KEY
COMPARE DIGITAL OFFLINE
NOTVERY
CLOSE TO BRAND
FEEL
CLO
SE T
O B
RAN
D
OVERALL USAGE IN SHOPPING PROCESS
VERY CLOSE TO BRAND
46Yahoo! Presentation, Confidential
Personal relevance and context matters in digital advertising
Positive emotional response Long fixation time Solid cognitive engagement
But… Slow to draw attention
Draws attention very fast Long fixation time Positive strong emotional response Positive strong cognitive processing
Noticed
But… Negative emotional response Short fixation time Slow to draw attention Low cognition
Draws attention fast Strong emotional response
But… Shorter fixation time Potential for some negative
emotional response.
RELATEDNOT RELATED
HIG
HLO
W
CONTEXT (CONTENT)
PERS
ON
AL R
ELEV
ANCE
OF
AD
*SOURCE: YAHOO!/INNERSCOPE POWER OR RELEVANCE STUDY (2011)
47Yahoo! Presentation, Confidential
DIGITAL ADVERTISING TAUGHT ME THE FOLLOWING
Digital advertising facilitates the shopping process by spreading info on features, price and place
I FOUND OUT ABOUT FEATURES (E.G.
PRODUCT SPECS)
I FOUND OUT THE PRICE I FOUND OUT HOW OR WHERE TO BUY IT
IT MADE ME FEEL CLOSE TO A BRAND
(E.G. IT FIT MY STYLE/TASTES, IT'S FOR SOMEONE LIKE
ME)
IT MADE ME TRUST A BRAND/IT SHOWED A
BRAND HAD INTEGRITY
40%36% 34% 31% 28%
48Yahoo! Presentation, Confidential
0% 5% 10% 15% 20% 25%20%
30%
40%
50%
60%
70%
80%
Saw Ad on Category
Site
Saw Ad on Non-category Site
DigitalVideo ad
Mobile App
Barcode Reader
Mobile Ad
Email/newsletter
Clicked Digital Ad
Saw Search Engine Ad
Radio ads
Ads in theater
TV Ads
OOH
Print Ads
Loyalty club
While the scale of digital ads is not large, its influence is on par with the likes of TV and print ads
OVERALL USAGE IN SHOPPING PROCESS
INFL
UEN
CE O
N P
URC
HAS
E
ADVERTISING: Influence to Purchase by Overall Usage
KEY
COMPARE DIGITAL OFFLINE
VERY INFLUENTIAL
NOTVERY
INFLUENTIAL
49Yahoo! Presentation, Confidential
And off-line and digital advertising play similar roles throughout the shopping processTOOLS USED THROUGHOUT PURCHASE PATH – Among Users of Those Tools
BECOMING AWARE GATHERING INFO MAKING FINAL DECISION POST PURCHASE 0%
10%
20%
30%
40%
50%
60%
70%
DIGITAL ADVERTISING (ONLINE, MOBILE, ETC) TRADITIONAL ADVERTISING (TV, PRINT, ETC.) KEY
50Yahoo! Presentation, Confidential
Chapter WHAT ARE WE RACING TOWARD?
4
51Yahoo! Presentation, Confidential
YESTERDAY’S THINKING TODAY’S REALITY
Shopping is an individual process Shoppers collaborate with other “players” (consumers and brands)
Shopping/decision-making is a chore, a mere means to an end
Consumers are intrigued by the paths they discover to being smart and savvy shoppers
The decision-making process is rational and takes time to make the right decision
A vast network is employed to steer shoppers toward the right decision
The Internet overwhelms people with too much information
The Internet helps consumers navigate their choices, resulting in faster, less impulsive decision-making
Only cost-conscious people look for deals, and it’s not discussed
Everyone looks for deals because it shows they are technically savvy and smart,
which also becomes news worth sharing
52Yahoo! Presentation, Confidential
ImplicationsMarketers should be contributors to the social ecosystem by identifying the most trusted sources for consumers and becoming part of the conversation.
Create reward systems that deliver the “consumer win” by making the consumer feel special – such as tailoring deals to their expressed interests and encourages viral sharing
Marketers don’t necessarily need to be considered a consumer’s “friend,” but should leverage the right media to aid consumers – like expert reviews.
Online sources influence purchases just as much, if not more, as offline sources so it’s important to make sure your brand is part of the online dialogue
Leveraging brands as contributing members of 3rd party communities (e.g., fan pages, microsites, etc.) is a novel way for brands to offer a more personal and authentic view
Consumers use discover tools most often when gathering information and narrowing down options, but your presence doesn’t need to be purely rational. It can and should delight emotionally.
53Yahoo! Presentation, Confidential
YAHOO!Ashmeed AliIra AmilhussinLauren WeinbergEdwin H. Wong
UMMike HaggertyGraeme HuttonKaren Ring
HALL & PARTNERSBeth WallDenise CalfoDevon BellKristin KwanSuzanne Carbonell
DESIGNERDiana Young
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