The document discusses the rise of digital shopping and the implications for retailers and market research. It notes that the digital shopper uses a multi-channel retail experience across eCommerce, mCommerce, social media, and more. This has implications for retailers, including developing single multi-channel strategies and redefining the role of stores. It also has implications for market research, which needs to adopt more flexible, consumer-centric, and multi-channel approaches to understand shopping journeys across different devices and channels.

1. 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

2. 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
* iralph@marketing-sciences.com
 www.marketing-sciences.com

3. 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?

4. 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?

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

6. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
The
digital
shopper
uses
a
mul5-­‐channel
retail
experience

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

8. 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?

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

10. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
fCommerce
plays
on
the
social
influences
on
shopping
stores
check-­‐in
deals
order
for
off-­‐line
viral
promo5on

11. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
mCommerce
is
both
in
&
out
of
the
store
informa5on
offers
price
check
rewards
payment
buying

12. Slide 12
vCommerce
brings
the
online
experience
in-­‐store

13. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
Single
mul5-­‐channel
retail
strategies
Changing
role
of
stores
Brand/retailer
partnerships

14. 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?

15. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
The
shopping
journey
itself
hasn’t
changed…
…
but
how
we
navigate
it
has
Need
Selec5on
Research
Transac5on
Awareness
Valida5on
Advice
Consume

16. Need
Selec5on
Research
Transac5on
Awareness
Valida5on
Advice
Support
in-­‐store
on-­‐line
mobile

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

18. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
consumer-centric
flexible & adaptable
newMR & oldMR multi-channel
device agnostic
new KPIs

19. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
Social
media
monitoring:
measure
digital
buzz
from
a
physical
promo5on

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

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

22. 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

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

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

25. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 – Session 4 Schedule: 10:30-12:30 (GMT)
Q
&
A
Ray Poynter
Vision Critical
Ian Ralph
Marketing Sciences

26. Ian Ralph, Marketing Sciences, UK
Festival of NewMR 2011 - Session 4 Schedule: 10:30-12:30 (GMT)
The Digital Shopper
October 2011
Ian Ralph
( +44 (0) 1962 835414
* iralph@marketing-sciences.com
 www.marketing-sciences.com

27. 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