the shift in retail - retailday
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The Shift in Retail
You can find me on Twitter: @netlash
TheShift in Retail ?
E-commerce in Belgium is still small...
Photo Credit: Dawn Huczek via Compfight cc
Source: creamoda.be
3%the share of total Retail sales in Belgium
Growth of online shoppers and online sales is limited.
Photo Credit: c_ambler via Compfight cc
Growth
International : +8%
Belgium : +6%Bron: CCB 2010 en 2012
Sales in Belgium
17%
2010 2012
6%
16%
Bron: Consumer Barometer - TNS, IAB and Google.
The shift in retail is real - but not in online sales.
Online research (BE)
2010 : 25%
2012 : 51%
Photo Credit: Rich Anderson via Compfight cc
51%
Online research in Belgium prior to purchase
Online r
esearch
+104%
25%
2010 2012
Source: TNS, IAB and Google » Consumer Barometer » Belgians who bought the product/service, and are part of the online population
We’re running (far) behind in online sales.
We’re running behind in online research - but we’re taking
giant steps forward!
Belgium
België was de grootste groeier wereldwijd op vlak van online onderzoek verrichten, op uitzondering van Israël en Nederland.
Focus on research
Photo Credit: Rich Anderson via Compfight cc
Marketers that base their decisions about marketing spend on online purchase shares, are likely to make the wrong decisions.
Profound changes in consumer behaviour remain largely unseen when focusing on purchase only.
Big shift
For the first time ever the majority of purchasers does online research before purchasing.
Source: TNS, IAB and Google » Consumer Barometer » Belgians who bought the product/service, and are part of the online population
26% 26%25%44% online56% offline
2% online
98% offline
80% offline20% online
Where do Belgians buy?
Offline research only
Off & online research combined
Online research only
Difference between off & online purchase
RESEARCH
PURCHASE
PURCHASE
PURCHASE
Source: TNS, IAB and Google » Consumer Barometer » Belgians who bought the product/service, and are part of the online population
26% 26%25%44% online56% offline
Online research only
Online research only
Difference between off & online purchase
RESEARCH
PURCHASE
“Laten zien!!”
“Ik zal eens googelen om te zien of ik een foto kan vinden”
Horizontal picture and text
Home was a condo on the fifteenth
floor of a filing cabinet for widows
and young professionals. The walls
were solid concrete. A foot of
concrete is important when your
next-door neighbor lets their hearing
aid go and have to watch game-
shows at full volume.
Source: when no source, leave this blank.
1. Shift from online shop to inspiration
Short textThere is no “1 door” anymore
Source: Google Analytics - Random retail klanten - exclusief direct verkeer
50% 40%
but more and more people enter directly on the product level.
1/2 comes in through the front door,
now what?
The only page on your website...
Advise
BookBook
Shoes
InspireConnect
Use
Cros
s-se
ll
Story
made by...designer
Bron: Baekdal » E-commerce in the connected world
‣ move away from pure transaction
‣ use your site to connect and inspire
1. Shift from online shop to inspiration
Online vs offline?Today≈ copy.
Front = Focus on inspirationThe consumer has no idea what he/she wants.
selectio
n
inspirat
ion
Refinement = inspiration = selectionThe consumer has no idea what he/she wants.
inspirat
ie
selectio
n
Selection = inspiration < selectionThe consumer has no idea what he/she wants.
selectio
n
inspirat
ion
Buy = sale + up-sellThe consumer has no idea what he/she wants.
sale
up-sell
Random shopping?
We start from the same funnel, where
visitors enter through the front door, and
are gradually led to the checkout.
...
We assume that the connected consumer has no idea what he or she wants!
Source: Comeos; nieuwsbrief van de belgische handel nr 10 - januari 2013
90%of the customers know what they want before they go into the store.Comeos
Source: PwC US » Multichannel shopping survey
‣ ervaring, kennis en netwerk opdoen
‣ beperkt risico
‣ It was not my intention to do this in front of you.
‣ How did you find me?
‣ So I suppose it's a little late for an apology, huh?
‣ You can beg better than that!
‣ What brings you to Okinawa?
Through social networks
inspirat
ion and
exper
tise
a minority shops social
Social e-commerce
A store on a social channelStimulating sales through sharing
BR
AN
D PRO
DU
CT
2. Shift from paid to earned/owned
VERSUS tekstWebsite
VERSUS
Branded communication Non-branded communication
Website
VERSUS
Branded communication Non-branded communication
PAID MEDIA OWNED & EARNED MEDIA
Website
‣ paid: above, banners, “interruption marketing”
‣ owned: own website, SEO
‣ shared: own facebook page etc.
‣ earned: consumers talking about you!
2. Shift from paid to earned/owned
3. Shift from shop to product
consumer
Select your shop
location
delivery
Choose your productsPay online
Get product
SHOPPRODUCT
Source: Comeos; nieuwsbrief van de belgische handel nr 10 - januari 2013
90%of the customers know what they want before they go into the store.Comeos
SHOPPRODUCT
consumer
Find store
location
Choose productPay online
Get product
Select store
consumer
Find store
location
Choose product
Pay online
Get product
Select store
‣ SEO: product based, not brand based
‣ don’t force customers in your logistic box
3. Shift from shop to product
4. Shift from silos to multichannel
Bron: The Zero Moment Of Truth
Multi-channel consumerpath
Multi-channel consumerpath
YouTube
Social media
Blogs &niche sites
Online shops
No longer a difference between online & offline
A Wijs-example: paths to conversion
AdviseerBookBook
InspireConnect
Gebruik
Expa
ndVertel
Combine, not “silo-plugin”
‣ be where your customers are
‣ buyers market, not sellers market...
4. Shift from silos to multichannel
5. Shift from silos to closed loop
‣ connect your channels
‣ use data, not gut to make decisions
‣ CRM!
5. Shift from silos to closed loop
6. Shift to mobile
If you say social, you say mobile
Source: Baekdal.com
self-fulfilling prophecy
Mobile = Smartphones & Tablets
Mobile ≠ Smartphones & Tablets
Mobile = verb
Mobile ≠ Smartphones & Tablets
Mobile = verb
A combination of freedom of choice, freedom of time and freedom of place.
Mobile ≠ Smartphones & Tablets
Mobile = verb
A combination of freedom of choice, freedom of time and freedom of place.
it is about being able to do all those things, without the need to plan ahead.
Monthly active users (MAUs)
1.15 billion
Mobile MAUs
819 million
Bron: Facebook; June 2013
Mobile?
71.27% of Facebook users use Facebook
ALSO mobile.
I am not Facebook.
Source: Think with Google
Smartphones are being used everywhere...
Bron: Tom-Bowmam; BBC Worldwide » IAB ThinkDigital » Mei 2013
0%
5%
10%
15%
20%
25%
30%
35%
40%
TV Computer Smartphone Tablet
ochtend middag avond
Newsconsumption throughout the day
Facts en figures in Flanders
Smartphone owners 38,5%
Mobile data subscription 35,7%
Tablet owners 27,7%
Bron: Digimeter » Mediatechnologie- & ICT gebruik in Vlaanderen; Wave 5 » Augustus - September 2012
23,5%
14,8%
2%
+64%
+141%
+1285%
20122010 evolution
Bron: Google » Mobile in store
What do we search? Retail
35% 31% 59% 37% 32%
12% 21% 10% 14% 5%
This is what happens in your showroom...
Husband in the showroom
Chair?
Order online?
Delivery?
Wife at home
Even in your showroom, your consumers are doing research...
Camera reads emotion.
5. Data at hand
Doug Straton, Unilever
Mobile is the glue,Between online and offline.
Bron: Nielsen’s Consumer 360 conference
‣ mobile is not a gadget, it’s a way of thinking
‣ you’re LATE!
6. Shift to mobile
1. Shift from online shop to inspiration
2. Shift from paid to owned/earned
3. Shift from shop to product
4. Shift from silos to multichannel
5. Shift from silos to closed loop
6. Shift to mobile
6 shifts YOU should make
Download the complete whitepaper with trends, facts and figures.
FREE
http://wijs.be/nl/downloads/de-shift-in-retail
Are you readytoShift ?
Conversation
Wijs bvba
Voorhavenlaan 31/3
9000 GENT
09 335 22 80
09 330 09 83
http://wijs.be
info@wijs.be
BE 0473.071.275
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