Consumer Trends and the Influence of Interactive Retail

Consumer Trends and the Inﬂuence of Interactive Retail Paul Flanigan twitter.com/paulﬂanigan experiate.net

How Customers Shop Inﬂuences on Purchasing The New Retail The Anatomy of Impact Final Thoughts

How Customers Shop

SHOPPING IS HARD WORK

Shoppers are exposed to 1.5 pieces of marketing material every second. Shoppers engage with a marketing display once every 4.3 seconds. Source: POPAI’s MARI Project, 9/2007

84% of marketing material is ignored. Source: POPAI’s MARI Project, 9/2007

The First Impression in Four Seconds Attract Engage Persuade

Inﬂuences on Purchasing

“Over half of all shoppers that spend at least $50 in our store pre-research that purchase online.” Barry Judge Chief Marketing Ofﬁcer Best Buy

“82% of shoppers use their mobile phone while in the store.” Erin McKelvey Senior Vice President Millennial Media

Foursquare Facebook Places Gowalla

The New Retail

Digital Signage

Technology Interactivity

Win The Last 10 Feet

Sales Lift 12% Contributing Factors The campaign, time of day, day of week, month or season, promoted item, location of item in the venue, location of the screen in relation to the location of the item, age of message, customer navigation habits, customer mindsets, shopper marketing research and insights. . .

The Store Path 5 6 4 3 1 2

The Anatomy of Impact

Attract

Engage

Persuade

The Result of Compelling Interactive Media

Subject Differentiation

Augment The Experience

Environmental Differentiation

Reducing Clutter

People Stick Around

The Purchase Decision

Multiple Points of Sale

Final Thoughts

Have a Plan Technology is a function, not a reason Make your store a ﬂagship store Understand the customer’s ROI Make the employee the CEO

Links to Presentation Videos Perrier Water: http://www.youtube.com/watch?v=a5erQGCIb68 Nanette Lepore: http://www.youtube.com/watch?v=yJCyiBmX69A DTV Transition http://www.youtube.com/watch?v=vvCL9Ho49H0 Microsigns: www.microsigns.com Hard Rock Cafe: http://www.youtube.com/watch?v=m3FJJMyiuNM Aisle Buyer: http://www.youtube.com/watch?v=fLVXt6EmhFE Hermes Tokyo: http://www.youtube.com/watch?v=5RD_Of2wD3g

Consumer Trends and the Influence of Interactive Retail

by Paul Flanigan on Oct 19, 2010

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Consumer Trends and the Influence of Interactive Retail — Presentation Transcript