ian ralph main stage - 2011

Main Stage, November 3, 2011

The Rise of the Digital Shopper New ways to shop require new ways to research Ian Ralph, Marketing Sciences

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)

The Rise of the Digital Shopper New ways to shop require new ways to research October 2011 Ian Ralph

( +44 (0) 1962 835414 * [email protected] www.marketing-sciences.com

Ian Ralph, Marketing Sciences, UK Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)

1

3 2 Who is the digital shopper?

Implica*ons for retail?

Implica*ons for research?


dig.it.al [dij-‐i-‐tl] adjec-ve 1.  manipulated with a finger or the finger4ps 2.  displaying a read-‐out in digital form shop.per [shop-‐er] noun 1.  person who shops


The digital shopper uses a mul5-‐channel retail experience


UK purchases made in last 3 months1

1.  Marke-ng Sciences telephone omnibus study of 1,000 UK consumers July 2011 2.  Department of Commerce, Internet World Stats, company reports, JP Morgan es-mates 3.  Global Mobile and M-‐Commerce Trends 2011 Report

98%

16% 3%

… but growing faster than online

sales at 10%3 $680b2


1




eCommerce can be direct, 3rd party or peer-‐to-‐peer


fCommerce plays on the social influences on shopping

stores

check-‐in deals

order for off-‐line

viral promo5on


mCommerce is both in & out of the store

informa5on offers price check rewards payment buying

vCommerce brings the online experience in-‐store


Single mul5-‐channel retail strategies Changing role of stores Brand/retailer partnerships


1





The shopping journey itself hasn’t changed…

… but how we navigate it

has

Need

Selec5on

Research

Transac5on

Awareness

Valida5on

Advice

Consume

Need

Selec5on

Research

Transac5on

Awareness

Valida5on

Advice

Support

in-‐store

on-‐line

mobile


social media crea4ng WoM about brands, products & offers

mobile apps providing 1st stage search tools for brand and retailer selec4on

physicality of stores crucial for product trial many categories

social media, forums and comparison sites providing in-‐store advice and recommenda4ons ½ product selec4ons s4ll made

in-‐store so salespeople have a big (if different) role

barcode scanning for price comparison whilst in-‐store mean retailers must offer

compelling offer

4/5 of retail sales s4ll made in-‐store because of experience, convenience

and immediacy

crea4on of unrecognised need through loca4on-‐based offers

– e.g. Groupon

repeat purchase through online shopping reduces

power of new-‐brand messages and special offers Need

Selec5on

Research

Transac5on

Awareness

Valida5on

Advice

Support


consumer-centric

flexible & adaptable

newMR & oldMR multi-channel

device agnostic

new KPIs


Social media monitoring: measure digital buzz from a physical promo5on


Shopper safaris: follow the consumer on their mul5-‐channel journey

Depths/ in-‐home ethnography The consumer

context

Shopper blogs A consumers tale

Shopper Safaris Go where the consumer goes

Shopper diaries Track the journey at

the MoT

Mobile image/video

Bring the journey to life

Bulle5n board discussions Post journey reflec5ons


Mobile payments fit with some exis5ng needs... but not all

mobile payments cash

universal

low-‐value

impulse

instant

quick

personal

manageable

tangible

cards

benefits

high-‐value

credit

traceable

delayed

virtual

portable

ubiquity

In-‐app polls capture digital shopper reac5ons in context and in the moment

apps_in-store 45% used an app whilst shopping in-store at any time, 12% all the time #opportunity4retailers 1 month ago

mobile_payments 31% would use an app to pay for groceries at the till of their supermarket #NFCisComing 1 month ago

mobile_shopping 40% currently dissatisfied with their supermarkets’ home delivery options #looking4betterway2shop 1 month ago


‘Tradi5onal methods’ to understand new digital behaviour

Added Value

• Coupons/offers/Promotions • Loyalty points • Competitions

Peace of mind

• Price comparisons • Product information • Usage instructions

• Access customer care team • Product reviews • Safety advice


Design solu5on to consumer needs & blend from the full toolkit…

… to provide a seamless cross-‐channel experience

Need

Selec5on

Research

Transac5on

Awareness

Valida5on

Advice

Consume


Q & A

Ray Poynter Vision Critical

Ian Ralph Marketing Sciences


The Digital Shopper October 2011 Ian Ralph

( +44 (0) 1962 835414 * [email protected] www.marketing-sciences.com

Main Stage, November 3, 2011

The Rise of the Digital Shopper New ways to shop require new ways to research Ian Ralph, Marketing Sciences

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

ian ralph main stage - 2011

Marketing

ian ralph

uk festival of newmr

marketing sciences apresenta

gmt uk purchases

gmt theshopping journeyitself

digital shopper new

buthowwe navigateit

tl adjecve