1. New Shopper Journeys
The Important New Role of Digital Media

2. Study Implications Questions
Highlights for agencies & Answers
Beth Uyenco Caroline Vogt
Global Research Director Head of Global Insights
Microsoft Advertising Aegis Media

3. The study: research overview
Qualitative:
• Interviews and shopper observations across six countries (including UK
and France)
Quantitative:
• Online surveys in 17 countries
• Covering the ‘Big five’ in Europe
• 19,000 shoppers
• 5,365 in Europe
• Italy , Germany, Spain, UK, France
• Sectors: groceries and personal care, home electronics, fast food,
clothes, shoes and accessories

4. More Information
More complex decisions
More opportunities to influence
Greater expectations

6. Insights 1
The shopping
journey is far more
complex than ever
before

7.  Purchase decisions are no longer linear, they’re
more dynamic than ever

8. WOM feedback loop
Need Post
Research Purchase
State Purchase
In-store research
‘Pre-tailing’ Retailing ‘Post-tailing’

9. Three core shopping journeys emerge
1
Research purchase
Research journey Longer path to
purchase Greater
The shopper did some research prior to buying
effort
2
Habitual purchase
Habitual journey
Shorter path to purchase
An item the shopper normally buys Minor effort
3
Impulse purchase
Impulse journey Short path to
purchase
A spontaneous, unplanned purchase
Little or no effort
9 Source: New Shopper Journeys Europe 2010

10. Three core shopping journeys emerge
Home Clothes, Shoes Groceries & Fast Food
Electronics & Accessories Personal Care
6%
High 12% Research purchase
68% 21% Longer path to
purchase Greater
effort
52%
39% Habitual purchase
66%
Effort
Shorter path to purchase
Minor effort
40% 42%
14% Impulse purchase
Short path to
18% 22% purchase
Little or no effort
Low
"Thinking about the last time you bought, which statement best describes your actions?"
10 Source: New Shopper Journeys Europe 2010

11. Insights 2
More reliance
on different forms
of digital media

12. Internet means consumers are able to get more
information in the same amount of time

13. Digital a vital source for product research
In Home Electronics category:
66% of research-led shoppers used the internet for information-- more
than twice television and nearly twice the recommendation of family
and friends.

14. More important than posts on social networks for Research Journeys
Mobile phone Mobile phone Mobile phone Mobile phone
59% 44% 54% 40%
Home phone Email Home phone Home phone
59% 42% 48% 40%
Email IM Email Email
54% 36% 46% 39%
Text Home phone Text IM
36% 36% 36% 21%
IM Text IM Text
29% 35% 30% 21%
Social network Social network Social network Social network
24% 31% 27% 16%
Q: Which of the following did you use to discuss (with family/friends)?
Base: Researchers
Source: New Shopper Journeys Europe 2010

15. For people researching online, retailer-owned digital
assets are top sources
% of researchers who have researched online
12% 68% 6% 21%
BOUGHT MEDIA OWNED MEDIA
Search Engine Search Engine Retailer Website Retailer Website
(46%) (47%) (28%) (59%)
Price Comparison Price Comparison Online coupons Brand website
(41%) (44%) (26%) (36%)
Retailer Website Brand Website Search Engine Search Engine
(33%) (37%) (25%) (33%)
Brand website Retailer Website Brand website Online shopping
(31%) (36%) (25%) website (33%)
Online shopping Online shopping Online circular Price Comparison
website (22%) website (35%) (23%) (22%)
Q: B1b Which of the following online sources did you use whilst researching or shopping?
Base: internet research buyers Home Electronics (n=1148), Fast Food (n=40), CSA (n=214), Grocery (n=114)
Source: New Shopper Journeys Europe 2010
15

16. Insights 3 Post-purchase
behavior is
significant to
influencing
shoppers!

17. Your mission no longer ends at the sale
Pre-tailing Purchase Post-tailing
38% Discussed
purchase
In all home electronic journeys 31% Recommended
21% Search engines product
17% Recommended
20% Price comparison sites
the retailer
17% Brand websites 14% Talked about the
16% Customer reviews shopping
experience
16% Online shopping sites
4% Posted a review
14% Expert reviews online
3% Blogged about
6% Blogs/forums the experience
2% Posted
these digital channels were
experience on
consulted social networks
Source: New Shopper Journeys Europe 2010

18. Insights 4 Marketer
opportunity to
leverage Paid,
Owned and Earned
media

19. Paid media drives consideration and preference
In Home Electronics Category:
% of people who changed their mind about a Brand after research
Paid: 58%
Owned 54%
Earned: 34%
Source B1c., B4 Home electronics. Those who changed their mind after research 1) about the brand

20. Most appealing features sites can offer?
Those that help them make smarter decisions
ITALY
Sends discount coupons to your
mobile phone that can be 59% 71%
redeemed in store
Allows you to compare prices at
56% 65%
stores in your local area
Finds in-store promotions in your
local area 48% 59%
Locates certain products or brands
in your local area 44% 52%
Finds local restaurant in your areas
and allows you to make reservations 41%
Source: QE6 Please tell us how appealing you find each of the following services? Top two boxes (net) from 5 point scale Base:
All respondents (n=5000)
Source: New Shopper Journeys Europe 2010

21. 1
Post-purchase
behavior is
significant to
influencing
3 Marketer
opportunity
More reliance shoppers!
4
to maximize owned,
2
on different bought and earned
digital media
media

22. Carat’s Five Applications

23. #1: Beyond Carat and into Aegis brands
- Multiple client groups, multiple markets

24. #2: New digitally centric strategic
communications frameworks
 The overall understanding of the new shopper journey and the insights itself are
giving us the tools to
define and propose complete
convergence communication strategies targeting the shopper,
focus on converting brand image into real sales. Basically, this is allowing us to
speak to the brands about performance marketing on a holistic strategic
approach, based on the shopper knowledge, combining on line and
off line.
• Head of Planning, Spain
 “The insight and analysis has helped us create the strategic framework
for a Home Electronics client and identify opportunities currently being
overlooked by their existing communications strategy”
• Deputy MD, UK Carat

25. #3: Digital experiences heavily contribute to
purchasing decisions
How important would you say each of the
following were in your final decision:

Website

experience 6.1
Consumer
review/expert
opinion 5.8

26. #4: Paid media still counts!
A good source of
Online sources used
information/inspiration?

27. #5: The Research Effect opens up new
branding opportunities
What changed as a result of research
Buy
Brands in-store
considered or online

28. questions?