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Jeff Smith
EVP Global Solutions Marketing
July 29, 2014
DIGITAL AT THE HEART OF
THE RETAIL EXPERIENCE
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
2
TOPICS FOR TODAY
Digital is becoming fundamental to the cons...
DIGITAL IS BECOMING FUNDAMENTAL
TO THE CONSUMER EXPERIENCE
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
4
CONSUMER USE OF DIGITAL IS PERVASIVE
Source: Nielsen Cross-P...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
5
WHEN IT COMES TO RETAILING, THE DIGITAL
STORY STARTED AWAY F...
ht©2012TheNielsenCompany.Confidentialandproprietary.
6
… BUT MOBILE HAS BROUGHT DIGITAL
INTO THE STORE IN A BIG WAY
Source...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
7
DIGITAL IS CHANGING THE RELATIONSHIP WITH
CONSUMERS
Source: ...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
8
RETAILERS AND MANUFACTURERS ARE
BECOMING CONTENT PRODUCERS O...
ht©2012TheNielsenCompany.Confidentialandproprietary.
9
WHAT DO CONSUMERS WANT FROM
RETAILERS IN A DIGITAL WORLD?
PERSONALI...
RETAILERS ARE PUSHING THE ENVELOPE
WHEN IT COMES TO DIGITAL
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
11
TARGET TAKES YOU FROM SHOPPING ONLINE
TO SHOPPING IN-STORE
...
ht©2012TheNielsenCompany.Confidentialandproprietary.
12
WALMART IS PRICE MATCHING POST-SALE
Source: Walmart
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
13
TESCO & PEAPOD EXPERIMENT WITH VIRTUAL STORES IN
SUBWAYS
Te...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
14
WHOLE FOODS IS PUBLISHING ONLINE
Source: Whole Foods
THERE IS A SIGNIFICANT OPPORTUNITY
TO IMPROVE THE USE OF DIGITAL,
PARTICULARLY IN MARKETING
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
16
WE EVALUATE MARKETING EFFECTIVENESS
ON 3 DIMENSIONS
REACTIO...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
17
WHEN IT COMES TO DIGITAL REACH,
WE SEE A BIG OPPORTUNITY FO...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
18
WHEN IT COMES TO DIGITAL RESONANCE,
RETAILERS LAG BEHIND OT...
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
19
MEASURE ROI FOR MORE EFFECTIVE ADVERTISING
SPEND
Source: Ni...
ht©2012TheNielsenCompany.Confidentialandproprietary.
20
RETAILERS CAN DO MORE WITH MOBILE MARKETING
Source: Nielsen The Mo...
ht©2012TheNielsenCompany.Confidentialandproprietary.
21
THE FUTURE OF RETAIL HAS DIGITAL AT ITS HEART
• Mobile is core to ...
How Digital Platforms are Shaping the Retail World from DRS, 7.29.14
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How Digital Platforms are Shaping the Retail World from DRS, 7.29.14

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Jeff Smith from Nielsen presentation deck from Digiday Retail Summit, 7.29.14

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  • Our Nielsen Buyer Insights product is a direct connection between what people watch and what people buy that measures the sales impact of your media AND powers ability to plan your media to reach actual buyers

    Compared to unexposed audience, exposure to digital ad campaign resulted in lift against sales metrics. In addition to proving the advertising impact on bottom line sales, retailers can use more granular analysis on the elements (e.g. creative, audience segment, frequency levels) of the media buy most effective at driving positive impact to optimize media planning and improve return on ad spend.
  • Transcript of "How Digital Platforms are Shaping the Retail World from DRS, 7.29.14"

    1. 1. Jeff Smith EVP Global Solutions Marketing July 29, 2014 DIGITAL AT THE HEART OF THE RETAIL EXPERIENCE
    2. 2. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 2 TOPICS FOR TODAY Digital is becoming fundamental to the consumer experience for any (and every) retailer Retailers are pushing the envelope when it comes to incorporating digital There is a significant opportunity to improve the use of digital, particularly in marketing
    3. 3. DIGITAL IS BECOMING FUNDAMENTAL TO THE CONSUMER EXPERIENCE
    4. 4. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 4 CONSUMER USE OF DIGITAL IS PERVASIVE Source: Nielsen Cross-Platform Report, eMarketer TV Mobile Online Radio Print 2013 11:09 4:31 2:21 2:19 1:26 0:32 2010 9:36 4:24 0:24 2:22 1:36 0:50 Hours spent consuming media by the average American every day
    5. 5. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 5 WHEN IT COMES TO RETAILING, THE DIGITAL STORY STARTED AWAY FROM THE STORE Percent of adults that purchased items online Source: Nielsen Scarborough USA + Release 2 2009-2013, Adults 18+ 52% 54% 56% 59% 62% 2009 2010 2011 2012 2013 +19%
    6. 6. ht©2012TheNielsenCompany.Confidentialandproprietary. 6 … BUT MOBILE HAS BROUGHT DIGITAL INTO THE STORE IN A BIG WAY Source: Nielsen Performance Management Practice
    7. 7. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 7 DIGITAL IS CHANGING THE RELATIONSHIP WITH CONSUMERS Source: Nielsen Performance Management Practice, Nielsen Scarborough of U.S. adults share their opinions about products & services by posting reviews/ratings online of U.S. adults went online to see consumer reviews on their computers in the past month Shoppers are having real-time digital conversations with retailers and manufacturers… and about them 26% 18% 28% More likely to say social media is very important for finding out about products and services 35% More likely to say social media is very important for showing support for their favorite companies or brands Mobile shoppers are more likely than other consumers to use social media
    8. 8. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 8 RETAILERS AND MANUFACTURERS ARE BECOMING CONTENT PRODUCERS ONLINE Source: Content Marketing Institute Percent of B2C marketers using content marketing 10% do NOT use content marketing 90% DO use content marketing Change in amount of B2C content creation (last 12 months) Significantly more More Same amount 40% 21% 4%Less 32% Unsure 3%
    9. 9. ht©2012TheNielsenCompany.Confidentialandproprietary. 9 WHAT DO CONSUMERS WANT FROM RETAILERS IN A DIGITAL WORLD? PERSONALIZATION: YOU’VE GOT MY DATA: USE IT TO MY ADVANTAGE, AND TO MAKE ME FEEL GOOD— AND KEEP IT SECURE I CAN TALK TO ANYONE, ANYWHERE, ANYTIME: IF YOU WANT TO BE THE ONE I’M TALKING TO, YOU MUST BE ABSOLUTELY CREDIBLE I LIVE IN A FAST-PACED WORLD: I KEEP UP, AND I EXPECT YOU TO KEEP UP, TOO I INTERACT WITH YOU THROUGH MANY DIFFERENT CHANNELS: MAKE SURE WHAT I FIND IS CONSISTENT ACROSS ALL OF THEM I AM ALWAYS ON: MAKE SURE YOU ARE ALWAYS ON ALSO RECOGNIZE I HAVE CHOICES. I SEEK VALUE, I SEEK IT NOW, AND I’M PREPARED TO GO ELSEWHERE TO GET IT Source: Nielsen, “The Future of Retailing and the Rise of Digital”
    10. 10. RETAILERS ARE PUSHING THE ENVELOPE WHEN IT COMES TO DIGITAL
    11. 11. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 11 TARGET TAKES YOU FROM SHOPPING ONLINE TO SHOPPING IN-STORE Source: Target
    12. 12. ht©2012TheNielsenCompany.Confidentialandproprietary. 12 WALMART IS PRICE MATCHING POST-SALE Source: Walmart
    13. 13. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 13 TESCO & PEAPOD EXPERIMENT WITH VIRTUAL STORES IN SUBWAYS Tesco / Home plus in Seoul Peapod in Chicago
    14. 14. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 14 WHOLE FOODS IS PUBLISHING ONLINE Source: Whole Foods
    15. 15. THERE IS A SIGNIFICANT OPPORTUNITY TO IMPROVE THE USE OF DIGITAL, PARTICULARLY IN MARKETING
    16. 16. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 16 WE EVALUATE MARKETING EFFECTIVENESS ON 3 DIMENSIONS REACTION How did it change behavior? RESONANCE How did it change attitudes? REACH What audience did I reach?
    17. 17. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 17 WHEN IT COMES TO DIGITAL REACH, WE SEE A BIG OPPORTUNITY FOR IMPROVEMENT Based on 11,300 retailer campaigns, digital advertising hits its target audience… 78% 51% 55% 32% 22% 49% 45% 68% F18-49 F25-54 M18-49 100% P18-49 On-target Off-target Source: Nielsen Online Campaign Ratings data
    18. 18. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 18 WHEN IT COMES TO DIGITAL RESONANCE, RETAILERS LAG BEHIND OTHER VERTICALS Source: Nielsen Online Brand Effect data Awareness Attitudes Favorability Purchase Intent Preference BrandLift% Retail Norm All Verticals Norm Opportunity to adopt digital brand advertising effectiveness best practices to drive brand lift
    19. 19. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 19 MEASURE ROI FOR MORE EFFECTIVE ADVERTISING SPEND Source: Nielsen Buyer Insights data Retailers can demonstrate the combined online and offline sales impact of digital campaign exposure +25% lift in Total Sales +11% lift in Dollars spent per Buyer +13% lift in percentage of target audience to make purchase
    20. 20. ht©2012TheNielsenCompany.Confidentialandproprietary. 20 RETAILERS CAN DO MORE WITH MOBILE MARKETING Source: Nielsen The Mobile Tipping Point Study 2014; Nielsen Scarborough Mobile Insights Study Mobile as a percent of digital ad spend remains relatively low … … yet consumers are open to mobile advertising Accurate, consistent measurement is key to making this a success
    21. 21. ht©2012TheNielsenCompany.Confidentialandproprietary. 21 THE FUTURE OF RETAIL HAS DIGITAL AT ITS HEART • Mobile is core to the retail experience • Digital shopping may have less to do with home delivery and more to do with transforming the customer experience • The evolving consumer relationship – personal, direct, and immediate • Digital marketing as a foundation and an opportunity
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