Reaching your customers with digital communications
Reaching Shoppersvia Digital Marketing Tools Presented by BILL BISHOP WWW.BRICKMEETSCLICK.COM TWITTER @BRICKMEETSCLICK.COM AND #NGASHOW13 FEBRUARY 10-13, 2013 // THE MIRAGE HOTEL // LAS VEGAS, NV
Shopper Wish List1) “Time your digital circular to let me get the value.”2) “Save me some planning time.”3) Make it quicker to find items in the store. Time is $. Think how to save shoppers time
About the Survey• 23,000 Shoppers• 3 Retailers• Where to Look for Guidance, not Answers
Six Key Questions1. Why you need strong digital marketing?2. Where else do your customers search?3. How can you help customers plan their shopping?4. How Facebook can be your friend?5. What shoppers do with their phones?6. When to shift from print to digital?
Key QuestionsWHY YOU NEED STRONG DIGITAL MARKETINGWHAT WE KNOW• Shopping experience extends to the web• Competition is increasing• It makes a difference
Key QuestionsWHY YOU NEED STRONG DIGITAL MARKETING How likely are shoppers to recommend (% of Total Shoppers) Going 53% 18% 29% Online Shop This 80% 15% 5% Store Promoter Passive Detractor
Key QuestionsWHY YOU NEED STRONG DIGITAL MARKETINGNEXT STEPS• Get your customers’ reactions• Identify and fix vulnerabilities• Take advantage of competitors’ vulnerabilities Shoppers do notice when your online experience falls short
Key QuestionsWHERE ELSE DO YOUR CUSTOMERS SEARCHWHY?• It’s what they do• Looking for value• Can’t get it all in one place
Key QuestionsWHERE ELSE DO YOUR CUSTOMERS SEARCH Visits to other Websites in past month (Average Number of Visits) 2.5 2.4 2.1 Other supermarkets Online coupons Product manufacturer
Key QuestionsWHERE ELSE DO CUSTOMERS SEARCHNEXT STEPS• Find out more about why• Decide if you want to provide it• Look for partnerships
Key Questions WHAT TO DO TO HELP YOUR CUSTOMERS PLAN THEIR SHOPPINGWHY IS THIS IMPORTANT?• Customers are shopping more stores• Planning can save time and money• Planning isn’t easy
Key QuestionsWHAT TO DO TO HELP YOUR CUSTOMERS PLAN THEIR SHOPPING Planning Activities (% of Shoppers) Look at circulars 70% Check the pantry 59% Clip coupons 49% Plan a menu 23% Go to websites 18%
Key QuestionsHOW CAN YOU HELP CUSTOMERS PLAN THEIR SHOPPINGNEXT STEPSStart to think like an online retailerMake it easier to build listsHighlight promotions on what they buy Get more involved in helping to plan shopping trips
Key QuestionsHOW FACEBOOK CAN BE YOUR FRIENDWHY IS THIS IMPORTANT?• It’s not enough to “be Liked”• This is a two-way platform• Pull is more important than push
Key QuestionsHOW FACEBOOK CAN BE YOUR FRIEND Is Facebook Helpful? (% of Total Shoppers) Facebook post 20% Text messages 17%
Key QuestionsHOW FACEBOOK CAN BE YOUR FRIENDNEXT STEPS• Prioritize to avoid overload• Personalize messages• Consider a second page
Key QuestionsWHAT SHOPPERS ARE DOING WITH THEIR PHONESWHAT WE KNOW• Way to reach shoppers on the move• Grocery shopping is different• Popularity of apps is growing
Key Questions WHAT SHOPPERS ARE DOING WITH THEIR PHONES Have you used your phone in the last month to…? (% of Smartphone Users indicating “yes”) Post Facebook comments 47% Receive text messages from retailers 46% Check product reviews 45% Compare prices across retailers 44% Create an electronic shopping list 31%Use Twitter to Tweet about your experience 7%
Key QuestionsWHAT SHOPPERS ARE DOING WITH THEIR PHONESNEXT STEPS• Make emails mobile friendly• Use text for short time offers• Ensure apps fit how people shop
Key Questions WHEN TO SHIFT FROM PRINT TO DIGITALWHAT WE KNOW• Shoppers still prefer print• Still “early days”• It’s a high reward/high risk move
Key Questions WHEN TO SHIFT FROM PRINT TO DIGITAL Are These Helpful? (% of Total Shoppers)Newspaper ads 81% Online ads 69%
Key QuestionsWHEN TO SHIFT FROM PRINT TO DIGITALNEXT STEPS• Find out what’s holding back digital• Promote and reward use• Change locally Big rewards for digital shift but not easy to do. Plan smart!
Keep Up with What’s HappeningBrick Meets Click is the place where you can always turn to getclear, commercial-free perspectives on how digital is impactingthe shopping experience.ACCELERATE YOUR LEARNING CURVE, save time, andminimize risk by tapping BMCs deep understanding of retail andthe changing shopper. www.brickmeetsclick.com Twitter: @brickmeetsclick.com
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