Digital Experiences & Shopping by Tery Spataro

Types of Shoppers Discount Customers: They shop the same stores frequently, but make their decisions based on the size of our markdowns. Loyal Customers: Mission Based They represent no more than Customers: They 20% of customer base, but have a specific make up more than 50% of intention to buy sales. Not true 20/80. a particular type Impulse Customers: of item. They do not have buying a particular item at the top of theirExperiential Customers: "To Do" list, but come into the storeThey have no specific need or on a whim. They will purchase whatdesire in mind when they seems good at the time.come into the store. Rather,they want a sense of Hunter. BusinessKnowHow. (2011)experience and/or community. (c) Copyright 2012 Tery Spataro

Consumption loving my new yello shoes :D 11 hours ago by Trutrudiva Dont get me wrong, I LVE me some new shoes. But, Im NOT loving this new boot! #prayingforfasthealing 2 hours ago by LSainsworth Loving My New Red Shos #hott 14 hours ago by EvelynJay (c) Copyright 2012 Tery Spataro

Stage into the [store] Boxo I wanted learn more about this real world digital stage.o Joe Hasenzahl, a digital retail anthropologist with Creative Realities, took me on a digital-retail anthropology tour of New York.o http://www.cri.com/ (c) Copyright 2012 Tery Spataro

NYC Digital RetailAnthropology TourJoe Hasenzahl Citibank • Your money your experience. 1969 • What non-shoppers do when waiting. Sunglass Hut • Feeding your social vanity. (c) Copyright 2012 Tery Spataro

Citibank CitigoldLounge• Customers get a whole new experience with Citigold Lounge – it’s not just about banking.• Taking a cue from hotels, Citigold Lounge has lovely concierge area that warming greets you. • Digital window expresses the news of the day. • Digital theatre in the back of the store w/ wifi access. • With video chat you can see your customer service rep and feel more secure about your money. (c) Copyright 2012 Tery Spataro

Gap 1969• We all know how it feels to have to go shopping with someone when you don’t want to or like to shop.• Give those customers a reason to stick around and wait.• Gap 1969 in Soho took a design cue from Apple to provide this table in the center of the store for shoppers & non shoppers to use. • The iPad extends the 1969 assortment • And gives those bored tag- along-shoppers something to do. (c) Copyright 2012 Tery Spataro

What does the Customer Want?• Creativity, inspiration, compelling in-store entertainment• Wants to feel good about the store they enter ~ it has to be clean, organized, with a clear traffic flow• Preferences, selection and assortment to fit desires• Assortment has quality first, quantity second• Trends on hand• Reasons to try & buy• Share their experiences with their friends• Convenience (c) Copyright 2012 Tery Spataro

Digital since 1986 On the Internet since 1989 Bringing Brands to Life Digitally since 1994 Scientist in mind Creative in heart Providing digital Held leadership positions at strategies for brands top agencies: R/GA, Proof that want to innovate, Digital, Ogilvy, Edelman, engage & delight Wunderman, Blue Dingo, STIR consumers MBA marketing Regis University BFA Albertus Magnus Collegedigital strategist, entrepreneur, digital agency executive, author, researcher, behaviorist, investor, adviser, mentor, professor The Bio || The Twitter || The LinkedIn || The Book (c) Copyright 2012 Tery Spataro

Stuff I Did• Fashion Intelligentsia - research report I did to provide insights into how fashion minded women acquire information for shopping. This report was voted the best of Slideshare.• The Changing World of Digital - looks at digital communication from a historical perspective and identifies the way the consumer changes from passive involvement to participant.• Heathy Digital - explores who the natural and organic consumer is and identifies their digital behavior.• Community During Crisis – what Governments can learn from the Boulder Community’s usage of Social Media during the Boulder Fire. (c) Copyright 2012 Tery Spataro

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Digital Experiences & Shopping by Tery Spataro

by Tery Spataro on Jan 02, 2012

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Digital Experiences & Shopping by Tery Spataro — Presentation Transcript