PRIVATE VS. PUBLIC SHOPPER Effective Use of Space to Influence the Total Mind
TRUTH ABOUT SHOPPING
+ The Private vs. Public Debate
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+ In Community Policies
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+ Psychological Inner Resolution
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+ Shopping Historically: Catalog (Private) vs. Retail (Public)
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SPACE +
PRIVATE VS PUBLIC
> PUBLIC SPACE: Public spaces served as the areas of cultural public life, where people would meet, interact and exchange goods and ideas:
THINK TOWN SQUARES, CAFES, RESTAURANTS AND STORES
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> PRIVATE SPACE: Private spaces served as areas of solitude where people and families could escape from the public sphere entirely:
THINK HOME
SEPARATE BUT
EQUAL > In these manifestations, private
and public acted as distinct properties – at times informing different behaviors, in other instances entities who partner for the greater good
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THE REWIRING OF PUBLIC AND
PRIVATE
> The forces of social media and smart phone technology have had a significant impact in the private/public sphere
> Rewiring our brains completely – it has changed the very landscape of shopping
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THE RELATIVITY OF SPACE
TODAY...
Our public spaces are becoming a “private space” and our private spaces have become our predominant “public space”
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PRIVATE
BECOMES “PUBLIC”
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PUBLIC
BECOMES “PRIVATE”
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+
SO WHAT? (WHY DOES THIS MATTER FOR SHOPPING?)
As Space shifts, so too do the need states of our consumer
when it comes to their shopper journey.
+ In current segmentations, “Space” largely defines what type of information we are looking for
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or else… as a point of purchase destination...
SOCIALDIGITALSHOPPERS
WANT ONLINE STORESTO REMEMBERPERSONAL DETAILS
WANT TO RECIEVE PERSONALIZEDOFFERS ONLINE
WANT TO BE IDENTIFIED THROUGHDIGITAL DEVICES WHEN ENTERINGPHYSICAL STORE
DIGITALSHOPAHOLICS
OCCASIONALONLINESHOPPERS
RATIONALONLINESHOPPERS
VALUESEEKERS
TECHNO-SHYSHOPPERS
IDENTIFY THE TYPES OFDIGITAL SHOPPERS WHO
VISIT EACH CHANEL
TARGET AND CATERTO YOUR DIGITAL6+233(56·�1(('6
61%
24.8%
17.6%
16.1%14.7%
13.5%
13.3%
54%
41%
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HOW DO
WE DEFINE SPACE TODAY?
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Private Space • Online
Public Space • Physical Space
HOW SHOULD
WE DEFINE SPACE?
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Private Space • Online
Public Space • Physical Space
Priv
ate
Me
Publ
ic M
e
SPACE DRIVES EMOTIONAL MINDSETS
PRIVATE SHOPPER | PUBLIC SHOPPER
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Private Space • Online
Public Space • Physical Space
Priv
ate
Me
Publ
ic M
e HOW SPACE INFORMS EMOTIONAL MINDSETS
GENERATION INFORMS EMOTIONAL
MINDSET PROPENSITIES
PRIVATE SHOPPER | PUBLIC SHOPPER
THE AGE DIVIDE
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BABY BOOMERS > Online privacy and security is a social issue important to them
> 3 of 4 prefer to shop in-store
> Underutilize their cell phones
> Not receptive to digital direct marketing – view as an invasion of privacy
> Less likely to provide personal information to outsiders, even with incentives
> When shopping, they have a clear sense of what they want and aren’t as swayed by outsiders
GEN X > Majority use social
networking
> Use the internet with a sense of caution and value privacy, but also tech-savvy
> Comfortable with sharing private information online
> Highly connected and on the go
> Enjoy one-on-one, interactive communications
GEN Y/Z > Enjoy having an audience
> View the internet as a community and a theater
> Not concerned about third parties accessing personal information, more concerned with authority figures
> Use social media to control their privacy – they choose what they share and create their own identity
> Always connected, at home and on-the-go
> Social media and smartphones are a place of comfort
Private Space • Online
Public Space • Physical Space
Priv
ate
Me
Publ
ic M
e BOOMERS YOUNG
GEN Y / GEN Z
GEN X GEN X
BOOMERS
OLDER GEN Y
YOUNG GEN Y / GEN Z
OLDER GEN Y
BOOMERS YOUNG GEN Y / GEN Z
GEN X GEN X
BOOMERS
OLDER GEN Y
YOUNG GEN Y / GEN Z
OLDER GEN Y
YOUNG GEN Y / GEN Z
YOUNG GEN Y / GEN Z
SO WHICH MINDSETS ARE MARKETERS DOING THE BEST JOB LEVERAGING?
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Private Space • Online
Public Space • Physical Space
Priv
ate
Me
Publ
ic M
e
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Private Space • Online
Publ
ic M
e PUBLIC SHOPPER
PRIVATE SPACE
WHAT DO I WANT TO CONVEY TO THE WORLD
I WANT TO BE INTERESTING
I WANT TO LEAD MY PEERS AND SHARE MY
FINDS
Private Space • Online
Public Space • Physical Space
Priv
ate
Me
Publ
ic M
e
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Private Space • Online
Public Space • Physical Space
Priv
ate
Me
Publ
ic M
e
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Publ
ic M
e
Public Space • Physical Space
PUBLIC SHOPPER
PUBLIC SPACE
WHO CAN I CONNECT WITH THROUGH EXPERIENCES?
I WANT TO BE STIMULATED HOW CAN I PARTICIPATE IN THE
WORLD AROUND ME?
Audi City
SO WHICH MINDSETS REPRESENT A NEW FRONTIER TO BE LEVERAGED?
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Private Space • Online
Public Space • Physical Space
Priv
ate
Me
Publ
ic M
e
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Private Space • Online
Priv
ate
Me
PRIVATE SHOPPER PRIVATE SPACE WHO AM I REALLY?
HOW CAN I CREATE THE BEST VERSION OF MYSELF?
I KNOW WHAT I WANT, IT’S JUST FOR ME
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Public Space • Physical Space
Priv
ate
Me
PRIVATE SHOPPER PUBLIC SPACE
I WANT TO EXPLORE ALL OF MY OPTIONS BEFORE I MAKE MY OWN DECISION
I AM LOOKING FOR A PHYSICAL EXPERIENCE BUT MAYBE NOT INTERACTION
I WANT MY INTERESTS TO BE INVOLVED IN THE EXPERIENCE
Katie, you get 20% off these pants!
SO WHAT’S NEXT? OUR MINDSETS PROVIDE A ROADMAP FOR THE FUTURE…
PRIVATE SPACE, PUBLIC ME
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The Social Peacock seeks ways to share and connect with her friends and audience
> WHAT IF...
Walmart gave you your own discretionary bundle of rewards and discounts that you could use to distribute to your friends?
PUBLIC SPACE, PUBLIC ME
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The Delightful Dolphin searches for experiences that are participatory and social
> WHAT IF...
Petco transformed its stores into indoor dog parks?
PRIVATE SPACE, PRIVATE ME
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The Lone Wolf seeks frictionless shopping that anticipates his needs
> WHAT IF...
Lowes automatically delivered your spring outdoor supplies to your door on the first day of spring?
PUBLIC SPACE, PRIVATE ME
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The Cautious Chameleon desires moments of solitude and privacy amid the cover of a crowd
> WHAT IF...
Forever 21 provided a unique soundtrack & self navigation tour to be downloaded on Spotify at point of arrival at their store?
THE FUTURE WHAT MARKETERS SHOULD CONSIDER AS THEY NAVIGATE
PUBLIC/PRIVATE
> Think about what is the appropriate mindset/mindsets for your brand and consumer
> Build your segmentations with private and public mindsets as a key variable for your cluster analysis
> Map the shopper journey defined not only by the functional need states of the consumer when it comes to space, but also the emotional need states
> Build for the future. Anticipate how the mindset can be addressed when lensed through emerging technologies and trends
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WANT TO KNOW MORE?
PRIVATE PUBLIC SHOPPING iLAB™
Elena Klau SVP Director Strategy & Insights NA [email protected]
Laura Moser SVP Shopper Marketing NA [email protected]