The Shift in Retail - Retailday

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6 Shifts you should make when you are in Retailing:
1. Shift from online shop to inspiration
2. Shift from paid to owned/earned
3. Shift from shop to product
4. Shift from silos to multichannel
5. Shift from silos to closed loop
6. Shift to mobile

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The Shift in Retail - Retailday

  1. 1. The Shift in Retail
  2. 2. You can find me on Twitter: @netlash
  3. 3. TheShift in Retail ?
  4. 4. E-commerce in Belgium is still small... Photo Credit: Dawn Huczek via Compfight cc
  5. 5. Source: creamoda.be 3%the share of total Retail sales in Belgium
  6. 6. Growth of online shoppers and online sales is limited. Photo Credit: c_ambler via Compfight cc Growth International : +8% Belgium : +6% Bron: CCB 2010 en 2012
  7. 7. Sales in Belgium 17% 2010 2012 6% 16% Bron: Consumer Barometer - TNS, IAB and Google.
  8. 8. The shift in retail is real - but not in online sales. Online research (BE) 2010 : 25% 2012 : 51% Photo Credit: Rich Anderson via Compfight cc
  9. 9. 51% Online research in Belgium prior to purchase Online research + 104% 25% 2010 2012 Source: TNS, IAB and Google » Consumer Barometer » Belgians who bought the product/service, and are part of the online population
  10. 10. We’re running (far) behind in online sales. We’re running behind in online research - but we’re taking giant steps forward! Belgium België was de grootste groeier wereldwijd op vlak van online onderzoek verrichten, op uitzondering van Israël en Nederland.
  11. 11. Focus on research Photo Credit: Rich Anderson via Compfight cc Marketers that base their decisions about marketing spend on online purchase shares, are likely to make the wrong decisions. Profound changes in consumer behaviour remain largely unseen when focusing on purchase only. Google
  12. 12. Big shift For the first time ever the majority of purchasers does online research before purchasing.
  13. 13. Source: TNS, IAB and Google » Consumer Barometer » Belgians who bought the product/service, and are part of the online population 26% 26%25% 44% online 56% offline 2% online 98% offline 80% offline20% online Where do Belgians buy? Offline research only Off & online research combined Online research only Difference between off & online purchase RESEARCH PURCHASE PURCHASE PURCHASE
  14. 14. Source: TNS, IAB and Google » Consumer Barometer » Belgians who bought the product/service, and are part of the online population 26% 26%25% 44% online 56% offline Online research only Online research only Difference between off & online purchase RESEARCH PURCHASE
  15. 15. “Laten zien!!” “Ik zal eens googelen om te zien of ik een foto kan vinden”
  16. 16. Horizontal picture and text Home was a condo on the fifteenth floor of a filing cabinet for widows and young professionals. The walls were solid concrete. A foot of concrete is important when your next-door neighbor lets their hearing aid go and have to watch game- shows at full volume. Source: when no source, leave this blank.
  17. 17. 1. Shift from online shop to inspiration
  18. 18. Short textThere is no“1 door” anymore
  19. 19. Source: Google Analytics - Random retail klanten - exclusief direct verkeer 50% 40% but more and more people enter directly on the product level. 1/2 comes in through the front door,
  20. 20. now what? The only page on your website...
  21. 21. Advise BookBook Shoes InspireConnect Use Cross-sell Story made by... designer Bron: Baekdal » E-commerce in the connected world
  22. 22. ‣ move away from pure transaction ‣ use your site to connect and inspire 1. Shift from online shop to inspiration
  23. 23. Online vs offline? Today≈ copy.
  24. 24. Front = Focus on inspiration The consumer has no idea what he/she wants. selection inspiration
  25. 25. Refinement = inspiration = selection The consumer has no idea what he/she wants. inspiratie selection
  26. 26. Selection = inspiration < selection The consumer has no idea what he/she wants. selection inspiration
  27. 27. Buy = sale + up-sell The consumer has no idea what he/she wants. sale up-sell
  28. 28. Random shopping? We start from the same funnel, where visitors enter through the front door, and are gradually led to the checkout. ... We assume that the connected consumer has no idea what he or she wants!
  29. 29. Source: Comeos; nieuwsbrief van de belgische handel nr 10 - januari 2013 90%of the customers know what they want before they go into the store. Comeos
  30. 30. Source: PwC US » Multichannel shopping survey ‣ ervaring, kennis en netwerk opdoen ‣ beperkt risico ‣ It was not my intention to do this in front of you. ‣ How did you find me? ‣ So I suppose it's a little late for an apology, huh? ‣ You can beg better than that! ‣ What brings you to Okinawa? Through social networks inspiration and expertise a minority shops social
  31. 31. Social e-commerce A store on a social channel Stimulating sales through sharing
  32. 32. BRAND PRODUCT
  33. 33. 2. Shift from paid to earned/ owned
  34. 34. VERSUS tekstWebsite
  35. 35. VERSUS Branded communication Non-branded communication Website
  36. 36. VERSUS Branded communication Non-branded communication PAID MEDIA OWNED & EARNED MEDIA Website
  37. 37. ‣ paid: above, banners,“interruption marketing” ‣ owned: own website, SEO ‣ shared: own facebook page etc. ‣ earned: consumers talking about you! 2. Shift from paid to earned/owned
  38. 38. 3. Shift from shop to product
  39. 39. consumer Select your shop location delivery Choose your products Pay online Get product
  40. 40. SHOP PRODUCT
  41. 41. Source: Comeos; nieuwsbrief van de belgische handel nr 10 - januari 2013 90%of the customers know what they want before they go into the store. Comeos
  42. 42. SHOP PRODUCT
  43. 43. consumer Find store location Choose product Pay online Get product Select store
  44. 44. consumer Find store location Choose product Pay online Get product Select store
  45. 45. ‣ SEO: product based, not brand based ‣ don’t force customers in your logistic box 3. Shift from shop to product
  46. 46. 4. Shift from silos to multichannel
  47. 47. Bron: The Zero Moment Of Truth Multi-channel consumerpath
  48. 48. Multi-channel consumerpath YouTube Social media Blogs & niche sites Online shops
  49. 49. No longer a difference between online & offline
  50. 50. A Wijs-example: paths to conversion
  51. 51. Adviseer BookBook Inspire Connect Gebruik Expand Vertel Combine, not“silo-plugin”
  52. 52. ‣ be where your customers are ‣ buyers market, not sellers market... 4. Shift from silos to multichannel
  53. 53. 5. Shift from silos to closed loop
  54. 54. ‣ connect your channels ‣ use data, not gut to make decisions ‣ CRM! 5. Shift from silos to closed loop
  55. 55. 6. Shift to mobile
  56. 56. If you say social, you say mobile
  57. 57. Source: Baekdal.com self-fulfilling prophecy
  58. 58. Mobile = Smartphones & Tablets
  59. 59. Mobile ≠ Smartphones & Tablets Mobile = verb
  60. 60. Mobile ≠ Smartphones & Tablets Mobile = verb A combination of freedom of choice, freedom of time and freedom of place.
  61. 61. Mobile ≠ Smartphones & Tablets Mobile = verb A combination of freedom of choice, freedom of time and freedom of place. it is about being able to do all those things, without the need to plan ahead.
  62. 62. Facebook Monthly active users (MAUs) 1.15 billion Mobile MAUs 819 million Bron: Facebook; June 2013
  63. 63. Mobile? 71.27% of Facebook users use Facebook ALSO mobile.
  64. 64. I am not Facebook.
  65. 65. Source: Think with Google Smartphones are being used everywhere...
  66. 66. Bron: Tom-Bowmam; BBC Worldwide » IAB ThinkDigital » Mei 2013 0% 5% 10% 15% 20% 25% 30% 35% 40% TV Computer Smartphone Tablet ochtend middag avond Newsconsumption throughout the day
  67. 67. Facts en figures in Flanders Smartphone owners 38,5% Mobile data subscription 35,7% Tablet owners 27,7% Bron: Digimeter » Mediatechnologie- & ICT gebruik inVlaanderen; Wave 5 » Augustus - September 2012 23,5% 14,8% 2% +64% +141% +1285% 20122010 evolution
  68. 68. Bron: Google » Mobile in store What do we search? Retail 35% 31% 59% 37% 32% 12% 21% 10% 14% 5%
  69. 69. This is what happens in your showroom...
  70. 70. Husband in the showroom
  71. 71. Chair? Order online? Delivery? Wife at home
  72. 72. Even in your showroom, your consumers are doing research...
  73. 73. Camera reads emotion.
  74. 74. 5. Data at hand
  75. 75. Doug Straton, Unilever Mobile is the glue, Between online and offline. Bron: Nielsen’s Consumer 360 conference
  76. 76. ‣ mobile is not a gadget, it’s a way of thinking ‣ you’re LATE! 6. Shift to mobile
  77. 77. 1. Shift from online shop to inspiration 2. Shift from paid to owned/earned 3. Shift from shop to product 4. Shift from silos to multichannel 5. Shift from silos to closed loop 6. Shift to mobile 6 shifts YOU should make
  78. 78. Download the complete whitepaper with trends, facts and figures. FREE http://wijs.be/nl/downloads/ de-shift-in-retail
  79. 79. Are you ready toShift ?
  80. 80. Conversation
  81. 81. Wijs bvba Voorhavenlaan 31/3 9000 GENT 09 335 22 80 09 330 09 83 http://wijs.be info@wijs.be BE 0473.071.275

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