THE FUTURE OF SHOPPER MARKETING

janeperry

Macro factors affecting shoppers

Changing shopper behaviours and implications

What does it all mean for brands and retailers?

Intro

FORCES SHAPING SHOPPER

85% of global middle-class growth will

come from Asia

Asia has the biggest growingmiddle class

Malaysia: $1.3bn

Indonesia: $1.3bn

Singapore $1.7bn

Philippines: $1.0bn

Thailand: $0.9bn

Vietnam: $0.8bn

$200bn SEA internet economy by 2025

Growing 25% in the next 12 months

A growinge-commerce opportunity

BUSY, COMPLEX LIVES

DEMANDING TOTAL CONVENIENCE

EXPERIENCES MAKE

US HAPPIER THAN POSESSIONS

THE QUEST TO MAKE INFORMED CHOICES

T H E K E Y B E H A V I O U R S

T H A T W I L L D E F I N E T H E F U T U R E O F S H O P P I N G

1 2 3

BEHAVIOUR ONE

BUSY, COMPLEX LIVES DEMANDING

TOTAL CONVENIENCE

45% abandoned

an online

basket due to

unsatisfactory

delivery options

Increasingly busy lives mean that shoppers are demanding ‘immediate’ convenience

6%Increase in ‘for

tonight’ shopper

missions

35,000The number of

decisions an

average adult

makes in a day

Asia has the longest

working hours

In the world

The average employee works

38% above global average.

Resulting in them having the busiest lives.

Shoppers are ever more digitally empowered

By 2020, there

will be 20.8 billion

internet-enabled

things and 7.2 bill

of those will serve

businesses

71% of in-store shoppers who

use smartphones for

online research say their

device has become more

important to their instore

experience

19% Only! see receiving

a pop-up on their

smartphone while

near a store as

intrusive

*Sources are in speaker notes

There is a proliferation of tech providers creating platforms/solutions aimed at

simplifying and narrowing our shopping choices

Instant buy and replenish

solutions designed to

lock you in

The growth in voice and

conversational commerce,

which is driving purchase

decisions on our behalf

Navigation systems designed to

reduce in-store journeys and

collection systems to reduce

store visits

Predictable commerce –

predicting demand before the

need and being where you are

Big phscyometric data analytics allows for sophisticated targeting at point of need

Don’t passively wait for shoppers to find you, use data to target them at or before need

W H A T D O E S I T M E A N A N D W H A T C A N I D O ?

HELP

BEHAVIOUR TWO

EXPERIENCES MAKE US HAPPIER

THAN POSSESSIONS

Holidays

49%

Savings

48%

Home

improvement

31%

Eating out

22%

Cars

18%

Clothes

18%

Treats

17%

Food and

grocery

15%

Consumers today feel that paying for ‘things’ – with time

and attention – is an almost intolerable cost

45% of consumers

globally are willing

to pay more for a

better retail

experience

70% of shoppers agree

that non-retail

elements (e.g..

music, art…) are

important to improve

their experience

Retail is uniquely placed to offer customers the

level of emotional and sensory engagement

they are looking for

89% of brands expect

customer experience

to be their primary

differentiator

by 2017

*Sources are in speaker notes

By 2025

75% of sales

will still occur

in physical stores

*Sources are in speaker notes

https://vimeo.com/194527882

https://vimeo.com/194527882

The power of storytelling brings

commoditised products to life in

unprecedented ways

The injection of sensorial

experiences into dying

categories shifts the

conversation from functions to

feelings

Physical spaces are transformed

into theatres, offering customers

deeper interactions with

products and more relevant

services

Mobile is used to elevate the

in-store experience and give

products a richer context

W H A T D O E S I T M E A N A N D W H A T C A N I D O ?

Stop hiding behind the restrictions of your category. See the shopper journey as a canvas to tell a story and create meaningful experiences.

ENGAGE

BEHAVIOUR THREE

PERSONALISATION – CURATED ‘FOR ME’

74% of shoppers say that

personalised

promotions encourage

them to buy relevant

products and services

they have never

purchased

45% of shoppers expect

from stores the same

level of personalisation

they find online

75% of shoppers say they

are more likely to

purchase from a retailer

that knows them by

name, remembers their

purchases or makes

recos based on

previous baskets

*Sources are in speaker notes

Learning about consumer’s

tastes to suggest products that

can better fit their lifestyle

Acknowledging people’s

uniqueness to design individual

solutions

Even without the use of

advanced technology, you can

learn more about your shoppers,

and cater to their different needs

Driving more personalised

experiences through analytics of

individual preference

W H A T D O E S I T M E A N A N D W H A T C A N I D O ?

Don’t push messages to shoppers. Start empowering them by optimising products and services around their unique needs.

UNDERSTAND

W H A T D O E S I T A L L M E A N ?

1

2

3

HELP Re-organise your structure. Connect brand, shopper and trade teams.

BEHAVIOURAL

ACTION

LONG TERM

IMPACT

WHAT YOU CAN

DO TOMORROW

SHOPPERS ON THEIR TERMS

ENGAGE

SHOPPERS ALONG THEIR PURCHASE

DECISION JOURNEY

UNDERSTAND

SHOPPERS’ INDIVIDUALITY

Re-write the rules of your category. From hard-selling commodities to connecting with human feelings.

Re-invent your value proposition.Design products and services as unique as your consumers.

Invest in data understanding and target shoppers upstream much closer to need. DON’T WAIT FOR STORE

Work with retailers to build a more meaningful presence in-store.BE SHOPPER-CENTRIC.

Shift from launch & leave to always on

Busy Complex Lives

Experiences

Personalisation

1

2

3

HELP Re-organise your structure. Connect brand, shopper and trade teams.

BEHAVIOURAL

ACTION

LONG TERM

IMPACT

WHAT YOU CAN

DO TOMORROW

SHOPPERS ON THEIR TERMS

ENGAGE

SHOPPERS ALONG THEIR PURCHASE

DECISION JOURNEY

UNDERSTAND

SHOPPERS’ INDIVIDUALITY

Re-write the rules of your category. From hard-selling commodities to connecting with human feelings.

Re-invent your value proposition.Design products and services as unique as your consumers.

Invest in data understanding and target shoppers upstream much closer to need. DON’T WAIT FOR STORE

Work with retailers to build a more meaningful presence in-store.BE SHOPPER-CENTRIC.

Shift from launch & leave to always on

Busy Complex Lives

Experiences

Personalisation

1

2

3

HELP Re-organise your structure. Connect brand, shopper and trade teams.

BEHAVIOURAL

ACTION

LONG TERM

IMPACT

WHAT YOU CAN

DO TOMORROW

SHOPPERS ON THEIR TERMS

ENGAGE

SHOPPERS ALONG THEIR PURCHASE

DECISION JOURNEY

UNDERSTAND

SHOPPERS’ INDIVIDUALITY

Re-write the rules of your category. From hard-selling commodities to connecting with human feelings.

Re-invent your value proposition.Design products and services as unique as your consumers.

Invest in data understanding and target shoppers upstream much closer to need. DON’T WAIT FOR STORE

Work with retailers to build a more meaningful presence in-store.BE SHOPPER-CENTRIC.

Shift from launch & leave to ALWAYS ON

Busy Complex Lives

Experiences

Personalisation

The future of shopping…

Is about helping shoppers on their terms, providing compelling shopping experiences

and personalised products and services through understanding individuals

THANK YOU

janeperry