Consumer decision making - Offline and Online worlds

Consumer Decision Making Offline & Online worlds Anuradha Sridharan PGSEM class of 2010, IIMB Ex-Cleartripper, Ex-Yahoo

Next 90 min CDM Stages Personal experiences Experiences from online advertising / social media / web analytics Learnings from online travel / e-commerce Offline / Traditional shopping Online as an influencing medium Online Shopping / E-Commerce

Decision Making - Stages Dissonance Influencing factors: - Product Involvement - Purchase Involvement - Brand in consumer's consideration set Need Recognition Information Search Evaluation of Alternatives Purchase Post Purchase

Influencing factors Habitual CDM Extended CDM Limited CDM In consumer's consideration set Not in consumer's consideration set Disrupt Strategy Britannia Nutrichoice offer Maintenance Strategy RedLabel Nature Care Tea Capture Strategy Colgate toothpaste variants Intercept Strategy Hamam soap Preference Strategy Nokia mobile phones Acceptance Strategy Reva rental deal

Traditional/Offline shopping First Moment of Truth Second Moment of Truth Need Recognition Information Search Evaluation of Alternatives Purchase Post Purchase Stimulus Shelf Experience

“ The best brands consistently win two moments of truth. The first moment occurs at the store shelf, when a consumer decides whether to buy one brand or another. The second occurs at home, when she uses the brand — and is delighted, or isn’t." - A.G. Lafley, Ex-CEO, Procter & Gamble

New age of shopping First Moment of Truth Second Moment of Truth Zero Moment of Truth Ebook from Google - http://www.zeromomentoftruth.com/ Need Recognition Information Search Evaluation of Alternatives Purchase Post Purchase Shelf Experience

"today’s consumers know so much more before they reach the shelf. They find incredible detail online, from every possible source, about the brands and products that matter to them. They browse, dig, explore, dream and master, and then they’re ready to buy with confidence. And what they learn, they share with others." - Dina Howell, CEO, Saatchi & Saatchi X

"Pre-shopping before buying has become a huge, huge part of customer behavior. In the past, it was pretty much confined to big-ticket items like cars, or expensive electronics or homes. Now people engage in discovery before shopping on very small things. It’s crossed all categories of shopping behavior. It’s just the way people buy today.” — Bob Thacker Gravitytank Strategic Advisor and former CMO of OfficeMax

- the average shopper used 10.4 sources of information to make a decision in 2011, up from 5.3 sources in 2010 - 37% of shoppers find online social sources to be an influential driver when making decisions, up from 19% in 2010 Google – Shopper Sciences Study, April 2011

- 64% of users more likely to make a purchase from a business that answers questions on Twitter - 59% of adult Facebook users have “liked” a brand as of April 2011 http://www.emarketer.com/Article.aspx?R=1008444 http://techcrunch.com/2011/05/29/users-say-theyre-more-likely-to-buy-if-a-business-answers-their-question-on-twitter/

What are the strategies used by your organizations to be part of “ Zero Moment of Truth” of your consumer?

E-Commerce in India Source: http://articles.economictimes.indiatimes.com/2011-03-21/news/29171192_1_online-travel-market-e-commerce-travel-insurance

Market Share of OTAs Source: http://www.tnooz.com/

Consumer Motivations What is the best deal? Let me search in multiple sites Online payment is fine with me
A flight ticket is a commodity; a holiday is a dream
Let me search in multiple sites

More discounts More customers More bookings More PLBs from suppliers The vicious cycle

Holiday Packages / Vacations High Margin business unit Offline Presence Travel domain expertise Logistics/tie-ups with offline agents Dedicated call center / physical lounges / live chat Dream with High expectations Quality of service Customizations Research / Planning Comparative analysis Quick response to queries

Background
Site launched on July 4 th , 2006
20,000 bookings a day (as on July 4 th , 2011)
13,000 air bookings
5,000 train bookings
1,000 hotel bookings
1,000 bookings from Middle East
70% of bookings from repeat customers
Key focus on mobile product
Doesn't offer travel packages as compared to competition
Source: http://www.alootechie.com/news/cleartrip-completes-5-years-india-claims-currently-do-around-20k-transactions-day

Product design influencing decision making Clean, simple home page

Product design influencing decision making Total PAX fare display Current fares from airlines

Product design influencing decision making Round trip search results display

Key Challenge Brand awareness

Influencing factors Habitual CDM Extended CDM Limited CDM In consumer's consideration set Not in consumer's consideration set MakeMyTrip Yatra Cleartrip Expedia Travelocity

Cleartrip Marketing Campaign “Every trip has a purpose”

Campaign Microsite mypurpose.cleartrip.com

Non-travel e-commerce in India

Flipkart
Books -> Music -> Movies -> Digital Cameras -> Computers -> Mobile Phones -> Personal care electronic products
Discount model to attract customers
Free shipping, prompt delivery
Excellent inventory
Superior customer service

“ We looked at how Chinese companies—where e-commerce is huge—did retail online. The US has an established credit card culture, while China (like India) is a cash-based economy with lesser credit card penetration. So looking at e-commerce models in China, we put in place a cash-on-delivery system. Today, more than 50% of their orders operate on a cash-on-delivery basis” Binny Bansal, COO, Flipkart

Do consumers make impulse purchases in Flipkart? Data points to analyze Books – best sellers, recommendations

Eyeballs/Page Views in 2000 Transaction volumes in 2011 Are discounts the only way to get attention from Indian consumers? Free shipping, access to wide variety, shopping from convenience of one's home – are these not valued by consumers?

Shopping in the Indian context
Family ritual
Emotionally rewarding experience
Appreciate variety and a wide range of brands
Value and quality of the product – very crucial

How should e-commerce players cater to the customer's needs for products such as clothes, perfumes, fashion accessories, jewellery, shoes?

For further questions, Email – [email_address] Twitter - @anura

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Consumer decision making - Offline and Online worlds

by Anuradha Sridharan on Dec 10, 2011

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Consumer decision making - Offline and Online worlds — Presentation Transcript