Kevin Mathers: Connecting With Shoppers in the Digital Age
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Kevin Mathers: Connecting With Shoppers in the Digital Age

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  • So what is it? Essentially the FMOT is characterized by a 3-7 second period during which a shopper makes his decision at the shelf. P&G regarded it as the most crucial moment for a marketer to appeal to that customer, whether by price point, packaging, design, messaging, and/or placement.

Kevin Mathers: Connecting With Shoppers in the Digital Age Kevin Mathers: Connecting With Shoppers in the Digital Age Presentation Transcript

  • Connecting with Shoppers in the Digital Age
    Kevin Mathers, Industry Leader, Technology UK
    Date of the presentation
  • THE JOY OF DATA
    MAKING IT UNIVERSALLY ACCESSIBLE AND USEFUL
    COPY
    COPY.
  • THE JOY OF DATA – REALTIME INSIGHTS
  • MOST ADVANCED ECOMMERCE MARKET IN THE WORLD
    The largest per capita e-commerce market
    Second largest online advertising market after the US
    The UK has above average internet penetration within Europe
    Average spend per internet shopper doubled between 2006 and 2010,
    In 2009 the Internet economy was worth £100bn or 7.2% of GDP - larger than the UK's construction, transport and utilities industries, and slightly smaller than the finance industry (at 9% of GDP). 
    The UK internet economy is forecasted to grow at 10% y/y, and to constitute 10% of GDP by 2015
  • DATA DRIVEN DECISION MAKING
    Website usability improves user experience
    and therefore conversion rates
    Before
    After
    20% reduction in bounce rate
    Multi-variant test and learn, based on the DATA
    7% increase in conversion rate
  • CONNECTING ONLINE DATA TO OFFLINE SALES
    NUMBER OF PEOPLE MAKING DECISIONS IN STORE HAS HALVED
    Source: Longitudinal Economic Study Series, IRI Attitude Link, n = 1,000+ shoppers. CPG Purchase Decisions. IRI, 2009.
  • CONNECTING ONLINE DATA TO OFFLINE SALES
    The ZeroMoment of Truth
    The FirstMoment of Truth
  • ONLINE ACTIVITY TO OFFLINE SALES CAN BE MODELED
    DRIVERS OF SONY BRAVIA OFFLINE SALES
    Offline Sales Volumes(Sony AU)
    September 2009 – August 2010
    TV, Print, Outdoor
    Pricing
    Paid Search
    +3%
    Seasonality
    Base Sales 33%
    August
    June
    July
    May
    January
    March
    April
    November
    December
    February
    October
    2010
    2009
  • CONNECTING ONLINE TO OFFLINE BY TESTING
    GEO-TARGETED EXPERIMENTATION
    “Vodafone’s additional investment in generic and upper funnel keywords was an effective way to drive incremental in-store sales. We now have a better understanding of the impact of online research on retail purchase behaviour and we’ll have to rethink the way our current attribution model works.”
    -Mike Durbridge, Head of Direct Sales, Vodafone UK
  • WE HAVE DONE MANY EXPERIMENTS TO PROVE THE THEORY
    Offline lift
    Halo effect
    Increase in store sales of non-tested categories from online advertising*
    Up to 3.5%
    Increase in store sales through online advertising*
    1.5% – 4.4%
    ROPO
    ROAS
    % of all retail sales researched Online prior to Offline purchase**
    31% - 48%
    Average offline gross margin driven by online advertising***
    12.5 : 1
    * Based on 40+ studiesconducted in the US and Europe in 2009 and 2010
    ** Consumer Commerce Baromerter Western Europe, Google/ IAN/ TNS 2010 (Multiple Retail categories in DE, Es, FR, IT, NL & UK)*** Based on 7x EMEA Retail studies covering Retail categories
  • BUT CLOSING THE LOOP ONLINE TO STOREHOW DO WE GET IT TO BE REALTIME?
    MOBILE CAN START TO CLOSE THE LOOP
    Google Wallet
    South Korea Tesco Case Study
  • ‘MOBILE FIRST’
    THE LOOP WILL CLOSE
    WHAT WILL YOU DO WITH ALL THE DATA?
    “I keep saying the sexy job in the next ten years will be statisticians. People think I'm joking, but who would've guessed that computer engineers would've been the sexy job of the 1990s?” – Hal Varian
    Chief Economist, Google
  • THANK YOU!