Microsoft carat shopper journeys brochure


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Según el estudio “New Shopper Journeys”- elaborado por Microsoft y Carat- el consumidor de hoy está abierto a diversas opciones y se toma su tiempo antes decidirse. De hecho, un 31% comienza a pensar en la compra al menos un mes antes de que ésta se produzca.

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  • Muy interesante cómo más del 70% de los consumidores consultan Internet antes de hacer una compra.
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Microsoft carat shopper journeys brochure

  1. 1. New ShopperJourneysThe Important New Role of Digital Media
  2. 2. This research collaboration between Caratand Microsoft sought to define the structureof consumers’ paths to purchase and howdifferent touchpoints play a role in shapingdecisions as to where and what to purchase.d
  3. 3. NEW SHOPPER JOURNEYS:How Touchpoints Lead to PurchaseThis research collaboration between Carat and The study was done in two phases by UK-basedMicrosoft sought to define the structure of consumers’ Essential Research. A qualitative study composed ofpaths to purchase and how different touchpoints play interviews and shopper observations was fielded ina role in shaping decisions as to where and what to five countries in late Fall 2009. Its insights led to apurchase. 19,000 shoppers in 17 countries were queried 17-country online survey in March 2010 which queriedon their most recent shopping occasions in four key shoppers about their last purchase occasion in eachretail categories: apparel, quick service restaurants, of the retail sectors covered. This quantitative phasegroceries and home electronics. A fifth category, Home was done just as economic recovery began to be feltImprovement Centers, was done in the US. in some of countries we surveyed. Thus the study uncovers new behaviors shoppers have adopted inThis study is unique in the comprehensiveness of its reaction to tighter budgets. Further analyses reveal thatdata which address these business questions: many of these new behaviors will continue as shoppers• What shapes people’s buying decisions? have discovered the ease in which essential information• How are shoppers influenced by both offline, can be accessed through the Internet. Here is a online and in-store media across key verticals? summary of these enduring value-seeking behaviors• What is the relative influence of owned, bought, we found. and earned media?• What innovative forms of advertising might shoppers be open to? HierarcHy of SHopperS’ New BeHaviorS Hierarchy of tactics for coping with the recession » Discount coupons used more often Seeking Better Value » Price more important than brand/quality » More time looking for special promotions » Visiting a number of retailers to find the best deal More Advance » Reading online forums/ consumer websites Purchase Research » Discount stores » More online shopping » More online auctions Using Different Channels » Mobile » Fewer visits to retailers Reduced Volume » Peer reviews - 1:1 and through social media Word-of-Mouth 1
  4. 4. wHat SHapeS people’S BuyiNg deciSioNSThe process that shoppers go through has forever We identified five general drivers shaping shopperchanged, becoming more complex and multifaceted. journeys, or Five C’s: the retail category, the culture ofNo longer do shoppers traverse a linear path; rather the market, the contact points or channels, the contextwe see a highly dynamic journey to purchase, one or need states for buying, and the consumer’s attitudecharacterized by reiterations in product considerations, within the category.i.e., a tumbler effect rather than a funnel. Contacts Consumer driverS of purcHaSe » Category » Product/Brand Contacts Contacts Category Context » Culture » Country/Region » Contacts » Touchpoints » Context » Need states Culture » Consumer » Attitudes ContactsThe study revealed three basic patterns in shoppers’ • Research: The shopper did some researchpaths to purchase across all the retail sectors and prior to buyingcountries we examined: The distribution of these types of journeys varies• Impulse: Purchase was unplanned or the shopper by retail sector. Not surprisingly, the more involved did not have enough time to research product or categories like home electronics and apparel tend to shop around before purchasing have more research journeys while lower involvement• Habitual: The item is one the shopper sectors like groceries and quick service restaurants normally buys (QSR) invite more habitual journeys.2
  5. 5. tHe diStriButioN of SHopper jourNey type By retail Sector 14% Habitual 18% 39% 52% 66% Impulse 40% 42% 68% Research 22% 12% 21% 6% Grocery QSR Home Electronics ApparelBut eveN witHiN a category, tHe Specific coNtext orNeed State caN alSo iNflueNce tHe jourNey type aStHe followiNg taBle SHowS: Most Common % of all Shopping JourneysCategory Need State Habitual Impulse Research (% of all journeys)Groceries Ran out (48%) 76% 14% 10%Home Electronics Replacement (27%) 13% 16% 70%Apparel Treat (38%) 37% 44% 19%aNd tHe diStriButioN caN alSo differ acroSS couNtrieSaS tHe data oN QSr tripS reveal Below: QSR JOURNEYS BY CONTEXT TREAT HUNGERITALY Habitual 54% 60% Impulse 40% 37% Research 6% 3%FRANCE Habitual 48% 46% Impulse 45% 47% Research 7% 7% 3
  6. 6. If we understand the interplay across these drivers we can determine the shopper journey type which in turn canguide more effective creative and media strategies. Indeed, when we break up a journey into stages, we can get abroad view of how different touchpoints influence shopper decisions. tHe New Structure of SHoppiNg jourNeyS WOM Feedback Loop Need State Research Purchase Post Purchase In-store Research ‘Pre-tailing’ Retailing ‘Post-tailing’What is noteworthy is the significance of the post- key enablers. So the new schematic in shopper journeyspurchase stage which can influence future shopping is one where post-purchase activity, typically word-of-especially in highly-researched categories like home mouth, loops back to influence succeeding purchases.electronics. It is also at this stage where digital media are4
  7. 7. WiSdOm fROm PSYCHOgRaPHiCSFor new shopper journeys, one of the most useful segmented shoppers according to their relationshipapproaches to determining the proper media mix is with technology: 1) Cutting Edge, 2) Early Adopter,through segmentation analyses which layer attitudinal 3) Judicious Timer and 4) After-Jones. We then lookedvariables over behavior. To understand how attitudes at these segments’ shopping journeys by type:may further impact touchpoints’ influence, we Home electroNicS SHopper jourNeyS By tecH pSycHograpHic Cutting Edge Early Adopter Judicious Timer After-Jones All Category Shoppers 19% 23% 32% 25% Impulse 28% 16% 18% 22% Research 49% 64% 69% 63% Q: Thinking about the last time you bought home electronics, which statements best describe your actions?From this analysis, we found that Cutting Edge following table reports. The large differences in mediashoppers were receptive to a wider array of channels consumption by segment have clear implications forwhile Early Adopters were more likely to be influenced media word of mouth particularly from experts as the toucHpoiNtS raNked By iNflueNce at trigger Stage u.S. Home electroNicS SHopperS 100=All US Cutting Edge Early Adopter Judicious Timer After-Jones Home Electronic Shoppers Advertising 145 119 83 68 Word of Mouth 100 132 100 71 Something seen while shopping 151 99 90 75 Newsletter/Email 162 108 97 49 TV ads 182 111 65 72 Internet ads 150 131 70 70 Newspaper ads 144 130 96 43 Expert reviews online 108 149 114 30 Seeing someone w/item 157 156 60 55 Past experience 129 122 78 85 Promotion seen while shopping 165 94 96 61 Something read/seen online 125 105 113 60 Q: What influenced you to start thinking about your purchase? 5
  8. 8. When we combine behavioral and attitudinal variables drivers (the Five C’s) lead to the final purchase segmentation analyses we get a more comprehensive It better accounts for all influencing factors within theand granular view of the entire purchase path. The new shopper paths than do classic models like AIDAfollowing model depicts in greater detail how the (Attention >Interest >Desire >Action >Satisfaction). tHe New dyNamic framework for uNderStaNdiNg tHe purcHaSe patH Consumer Behavioral Differentiation Attitudinal Fine-Tuning by Vertical Thinking about the last time you bought . . . Multivariate segmentation based upon which statement best describes your category-specific psychographics actions? Example: Example: Three types of journeys: Home Electronics: Apparel: • Habit • Expert • Fashionista • Impulse • Novice • Clueless • Research • Trend-Chaser • Quick & Easy Extensive, granular touchpoints including online, social media, Contacts WOM, situational settings, traditional media & advertising Consideration Touchpoints Purchase Venue Initial Media Impetus for Purchase Process Various Retail Outlets Online & Offline Research Source Mobilization Post-Purchase Behavior For Information & Inspiration Feedback & WOM through Social Media & Interpersonal Channels Factors on Final Decision Price, Location, Availability, etc. Context Need States Category Retail Sectors Culture Regions/MarketsTHE ROLES Of OffLiNEaNd ONLiNE TOUCHPOiNTSNow that we have a framework that helps us differentiated roles. This underscores the need for bothunderstand how purchase decisions are made, we can in order to drive purchase.begin to map the appropriate touchpoints along the Here is an illustration of how channels serve differentshopper’s journey. The type of journey will indicate points along the three types of journeys in thewhich ones hold sway at specific points along the path. purchase of computers/laptops:We found that offline and online media serve truly6
  9. 9. Home electroNicS – HaBitual jourNey iN tHe uSPrint media are most influential in pre-purchase while mobile phones do well at the point of purchase.Habitual purchases are fueled by loyalty. So it makes sense that such journeys spur more active recommendationand online postings post-purchase. Need State purcHaSe poSt-purcHaSe advertising: Online: 17% recommended: TV: 17% Brand: 48% Newspaper: 24% Retailer: 30% Magazine: 17% Used mobile phone: 54% Newsletter: 19% Compared prices: 30% wom online: Searched for info: 20% Blogged online: 11% in-store: Posted on Flyers: 13% Social Network: 11% News story on TV: 11% Posted on a review: 11% wom: Expert reviews online: 7% From friends: 15%Home electroNicS – impulSe jourNey iN tHe uSAdvertising is least likely to trigger intentions to shop; rather it is coupons or a store’s sales personnel that canmove shoppers to purchase. Need State purcHaSe poSt-purcHaSe advertising: Online: 6% recommended: TV: 12% Brand: 37% Newspaper: 12% Used mobile phone: 41% Retailer: 25% Compared prices: 18% wom online: Coupons: 18% Searched for info: 14% Blogged online: 8% Talked to Sales Assistant: 18% Posted on Social Network: 0% wom: Posted on a review: 8% From friends: 20%Home electroNicS – reSearcH jourNey iN tHe uSThe Internet and word of mouth dominate across all phases of the journey. Moreover nearly 2/3 of researchjourneys depend on the Internet for information. Interestingly, having done a lot of research prior to visiting a store,this journey type is least likely to be influenced by in-store channels. Need State reSearcH purcHaSe poSt-purcHaSe advertising: Used Internet 64% Online: 16% recommended: TV: 15% advertising: Used mobile Brand: 36% Newspaper: 13% Online: 10% phone: 26% Retailer: 19% TV: 14% Compared Coupons: 11% Newspaper: 15% wom online: prices: 18% Posted on wom: In-store promo: 15% Social Network: 8% Expert reviews online: 12% wom: From friends: 28% To friends: 35% 7
  10. 10. TOUCHPOiNTS fOR LOW vERSUSHigH iNTEREST CaTEgORiESIn a highly engaging category like home electronics explain it. Using our purchase path framework we canwhere research accounts for 68% of the journeys, the identify specific channels’ roles at each point of theusefulness of online media is readily apparent. It is path. Here is an example from the US for a typicalharder to understand online’s role in low involvement FMCG brand:categories like groceries unless we have the data tou.S. womeN grocery SHopperS Shopping Patterns Pre-purchase Purchase After-Purchase by Shopper Types Factors decided before Habitual buyers (72% of total): Factors that influenced After-purchase Behaviors research or shopping choice of store What inspired you to try What did you do Which items to buy 63% different products or brands? Proximity 66% after purchase? How much to spend 39% Price 63% Location of the store 28% Coupons 47% Quality of Products 44% Discussed the purchase Payment methods 23% Speaking to Familiarity with with friends/family 19% Number of items to buy 22% friends/family 41% the retailer 40% Promotion seen Recommended Past positive experience 34% the brand/product while shopping 40% Deals & Promotions 35% TV ads 37% to friends/family 17% Need state touchpoints Variety of Products In-store coupons 35% Available 32% Recommended focused on new product trial Samples/product demo 28% the retailer to Factors that influenced you to Impulse buyers (17% of total): friends/family 8% purchase items that are new or different arom what you What made you normally buy to make a purchase? Speaking to friends/family 46% TV ads 40% Coupons 45% Promotion seen Television Ads 44% while shopping 35% Promotion seen Speaking to while shopping 36% friends/family 33% Samples/Product Demo 34% Coupons 31% Sign/display etc. In-store coupons 20% seen while shopping 31% Sign/display seen In-store coupons 27% while shopping 18% In-store flyers 16% Researchers (11% of total): Sources mobilized for research Newsletter/leaflets/ coupons 60% Ads/sponsorship 49% Discount coupon 46% Internet 31% WOM 31% Newspaper Ads 5%As this analysis shows we can account for the relative enabling global strategies to be more easily localized.influence of various media channels, offline, online and The following chart shows how the same type ofin-store. With similar information for multiple countries, journey can yield different media influences by regionwe can define how touchpoints’ influence vary thus and retail category.8
  11. 11. reacH of major toucHpoiNtS By Sector aNd regioN BaSe: reSearcH jourNeyS Reach within last Home Purchase Occasion electronics apparel fast food groceries USA The Internet The Internet The Internet Discount coupons 65% 50% 43% 51% AMERICAS The Internet Advice from Advice from TV ads 58% friends 37% friends 45% 38% ASIA The Internet The Internet TV ads TV ads 61% 49% 52% 57% EUROPE The Internet Internet Advice from Internet 64% 43% friends 37% 37% Home electronics Online Researchers. Unduplicated reach of the top channel.Another interesting finding was online channels’ ability to influence the purchase of new brands. Indeed, one of themost fascinating discoveries is the influence of mobile touchpoints at the moment of truth particularly in Asia. iNflueNce of oNliNe cHaNNelS iN New grocery product iNtroductioNS uSa americaS aSia europe 54% 52% 45% 40% 38% 34% 35% 31% 30% 30% 30% 24% 26% 26% 24% 21% 14% 14% 13% 10% 11% 7% 6% 2% a B c a B c a B c a B c A Used cell phone in-store Bought new items B Used the Internet during research Didn’t buy any new items C Exposed to online advertising during research Q: Thinking about the last time you bought groceries and personal care products, did you buy anything that was new or different from the items you normally buy? 9
  12. 12. iNfLUENCE Of OWNEd, bOUgHT,aNd EaRNEd mEdia COmPaREdA frequent conundrum for marketers is determining the right mix of channel types. To simplify the analysis wegrouped all the channels by type to see how and where they play within a journey as the following table illustrates. claSSificatioN of variouS oNliNe media cHaNNelS Owned Bought Earned Retailer Websites Search engines Reading customer reviews on website Brand websites Magazine websites Experts reviews or comments E-mail newsletter from Online shopping websites Reviews from trusted blogger a retailer or brand (for example Amazon) Coupons I received online Auctions websites Posting messages on online blogs (for example eBay) or forum websites Video demonstration of Price comparison website Reading messages on online blogs how to use the product or forum websites Online circulars (these tell you Portal websites Seeking opinions of someone the items on promotion this week) such as MSN, Yahoo, AOL I don’t know using a social networking site Sponsor links on a websiteAmong research journeys in the Home Electronics The following table compares these three types ofcategory, we found that Bought media actually have a touchpoints in their ability to shift shopper choicesslightly heavier influence than Owned or Earned media across the four regions. It shows that Bought mediawhen it comes to choosing brands or stores. Contrary channels were best at influencing choices on brands andto conventional wisdom, this study documents the retailers. The one exception is in the US where it was thevalue of Bought media advertising beyond the usual retailer-owned media which can shift store choice.considerations of audience reach.10
  13. 13. Home electroNicS: reSearcH jourNeyS USA Americas Asia Europe % of those who changed their mind about the brand after research owNed 56% 54% 48% 54% BougHt 62% 58% 61% 66% earNed 47% 36% 51% 52% % of those who changed their mind about the retailer after research owNed 64% 52% 51% 54% BougHt 60% 55% 61% 59% earNed 47% 33% 51% 41%SOCiaL mEdia CHaNNELS COmPaREdSocial networks attract considerable attention among Below lists the top three social media forms for each retailmarketers because of the large audiences they draw category by region. Only in the US do social networks rankand their perceived lower cost. Our study found that among top 3 and only for groceries and QSR categories.when it comes to influence it is actually personal 1:1conversations via phones, email and instant messagingwhich are more heavily relied upon in purchasejourneys than comments or reviews in social networks. raNkiNg of Social media typeS By uSage witHiN reSearcH jourNeyS GROCERIES Europe Asia Americas USA 1 Mobile (59%) Mobile (76%) Home Phone (43%) Home Phone (47%) 2 Home Phone (59%) IM (56%) Email (41%) Social Net (39%) 3 Email (54%) Email (52%) Mobile (39%) Mobile (31%) QSR Europe Asia Americas USA 1 Mobile (44%) Mobile (74%) Mobile (47%) Mobile (67%) 2 Email (42%) IM (55%) Home Phone (44%) Emails (58%) 3 IM (36%) Email (49%) Email (41%) Social Net (43%) Apparel Europe Asia Americas USA 1 Mobile (54%) Mobile (71%) Home Phone (41%) Mobile (42%) 2 Home Phone (48%) IM (53%) Email (40%) Home Phone (38%) 3 Email (46%) Home Phone (47%) IM (35%) Email (32%) Home Electronics Europe Asia Americas USA 1 Mobile (40%) Mobile (71%) Home Phone (42%) Email (42%) 2 Home Phone (40%) IM (53%) Email (41%) Mobile (39%) 3 Email (39%) Home Phone (47%) IM (31%) Home Phone (31%) 11
  14. 14. Social networks get the greatest usage in Asia where at the start of the journey, content read in a social network sitemay trigger intent to purchase a product or service. The incidence of this is quite low (4% or less) in other regions. % of all jourNeyS iNflueNced By aN oNliNe Blog poSt, forum commeNt or SometHiNg read oN a Social Network 20% Grocery 16% Fast Food 12% Home Electronics 8% Clothing, Shoes, Accesories 4% 0% aSia uSa americaS europeRECEPTiviTY TO EmERgiNg fORmSOf CHaNNEL ENgagEmENTWe asked what newer forms of brand/store engagements shoppers would be most open to. We posed differentpossibilities to respondents and we found a greater acceptance of e-commerce followed by payments via mobilephones. This was consistent across all regions. % wHo would Be moSt williNg to do iN tHe future (top Box meNtioNS) 80% 60% 40% 20% 0% uSa americaS aSia europeShoppers are most interested in Make purchases online Use a mobile phone to interactonline purchasing. The next ranked Send pictures/videos with a billboards/displaysapplications in desirability involve of a potential purchase Ask for views from peoplemobile communications suggesting to friends or family you don’t personally know onlinenew opportunities to impact Use a mobile phone Make purchases from a mobile phoneshopper decisions closer to the to research information I would be interested in makingpoint of purchase. whilst at a store payments using mobile phone12
  15. 15. fiNaL WORdThe old Purchase Path based on an AIDA “funnel” New Shopper Journeys contains an exhaustive databaseis gone. Study results have clearly established the of media behavior and the purchasing that results fromexistence of a new, more dynamic Purchase Path that it. While there are many patterns and similarities acrossis driven by the power of differentiated touchpoints the globe in our findings, cultural differences alsoalong a shopper’s journey. Further, the type of journey appear. As such, researchers at Microsoft Advertising,depends on the segment that a consumer is in, so Carat, and their clients can mine these data tomedia must be planned accordingly. determine effective channel mixes for offline, online, and in-store media on both global and local levels.Only by fully taking into account the dynamics of thenew Path, can today’s marketers attain the best ROI fortheir offline and digital investments.For more information about this study, please contact:Beth Uyenco, Global Research Director, Microsoft Advertising bethu@microsoft.comMike Hess, EVP for Insights & Analytics, Carat US Mike.Hess@carat.comCaroline Vogt, Head of Insight, Aegis Global, caroline.vogt@aemedia.comdetailS oN metHodology• Qualitative Study: Fifteen in-depth shopper interviews and shopping observations were conducted in the US, United Kingdom, Mexico, France, Japan and China covering the five retail sectors. In addition, respondents completed shopping diaries.• Quantitative Study: Online surveys among those aged 16 or older were completed in 17 countries. Sample sizes are as follows: USA 2,680 Taiwan 1,073 Italy 1,118 Canada 1,089 China 1,546 Germany 1,012 Brazil 1,023 Japan 1,015 Spain 1,031 Mexico 1,006 India 1,065 United Kingdom 1,141 Argentina* 581 Hong Kong 1,032 France 1,063 Colombia* 493 Singapore 1,034* Combined as one marketThe original intent was to include a South American composite of markets: Argentina, Chile and Colombia. Chilewas dropped following a devastating earthquake that paralyzed communications making contact with prospectiverespondents extremely difficult. 13